IMPACT OF SALES PROMOTION ON CONSUMER PURCHASE

DECISION IN CONSUMER DURABLES MARKET :- A CASE SOF

SAMSUNG ELECTRONICS.

Dissertation submitted to -
Institute of management studies, Ghaziabad,
In partial fulfilment of the requirements for the award of,
The degree of -
Master of Business Administration
Submitted by:
Nitish Kumar Thakur
(Enrolment no.) -
 DECLARATION

I hereby declare that the dissertation titled “IMPACT OF SALES PROMOTION ON

CONSUMER PURCHASE DECISION IN CONSUMER DURABLES MARKET :-

A CASE SOF SAMSUNG ELECTRONICS” Submitted for the Award of Master of

Business Administration, IMSEC, Ghaziabad, is my original work and the

dissertation has not formed the basis for the award of any degree, associateship,

fellowship or any other.

The material borrowed from similar titles other sources and incorporated in the

dissertation has been duly acknowledged.

I understand that I myself could be held responsible and accountable for plagiarism,

if any, detected later on.

The research papers published based on the research conducted out of the course of

the study are also based on the study and not borrowed from other sources.

Date: Student’s Signature

Enrolment no.
 ACKNOWLEDGEMENT

I am thankful to Institute of management studies for giving me an opportunity to

pursue MBA.

I would also like to thank my guide and my perpetual source of inspiration Mr.

Ashish Awasthi for his valuable mentoring and inputs. His constant support and

invaluable advice have always guided me towards the right direction. He helped me

to know various phenomenon related to the research practices which further gave

an impetus to channelize my study in an appropriate way. I sincerely thank him for

his treasured guidance without which this dissertation would have never been

possible.

I won’t miss this opportunity to give credit to the sources both primary & secondary

for adding valuable inputs to my dissertation. I also thank the administrative staff,

the library staff & the computer lab staff of IMSEC for providing reference material

required in my research work.

Lastly, I express my deep sense of gratitude to the almighty, my family, friends &

colleagues who have directly and indirectly helped me in this dissertation.

Nitish Kumar Thakur

Signature of Student
 EXECUTIVE SUMMARY

For this particular report I have researched about a lot of ways regarding the Sales

promotion strategy of SAMSUNG and how it effects the consumer’s purchase

decision.

The Vision of Samsung (2020) is at the core of our commitment to create a better

world full of richer digital experiences, through innovative technology and

products.

The goal of the vision is to become a beloved brand, an innovative company, and

an admired company. For this, we dedicate our efforts to creativity and innovation,

shared value with our partners, and our great people.

Samsung has delivered world best products and services through passion for

innovation and optimal operation.

They look forward to exploring new business areas such as healthcare and

automotive electronics, and continue our journey through history of innovation.

Samsung Electronics will welcome new challenges and opportunities with joy.
 Chapter 1.1
Introduction to SalesPromotion