Retailers Perception on Sales Promotion for Beauty and Personal Care Products

Abstract

Slow growth and intense competition in retail markets in recent years increases the need for retailers to use strategies focused on retaining and attracting the right customers. However, a strategy that is effective in acquiring new customers may not be the most effective in retaining current customers The occurrence and the choice of appropriate retail sales promotion techniques are important decisions for retailers. It is crucial for them to apprehend the mechanisms involved at the consumer level regarding these sales promotion. The retailers of beauty and personal careb products are the supply side actors of the market. There are different types of retailers, differing in the size of business and mode of selling. They include:  Producer's retail outlets, hypermarkets, super markets, departmental stores and traditional and private multiproduct retail shops – all being last link of marketing channel – selling personal products directly to the consumers. The study is conducted using an enquiry schedule from a sample of 50 retailers.