1

CHAPTER I
INTRODUCTION

1.1 Background of the Study

Today’s market is full of offers and discounts. Marketers use multiple promotion
programs to entice customers to buy products and services. While objectives of
advertising are long term and generally of brand building, sales promotion programs
often pursue a single goal, that is, to maximize sales in short run.
The consumer promotion programs are visible to the audience because they are often
advertised in the mass media. Companies also undertake trade intermediary promotion
and sales force promotion programs to increase sales. This is important because in both
direct and indirect marketing programs, sales and trade play an important role in the
product and information flow process.
Hence, without adequately promoting the product at trade and sale force end, many
consumer promotion programs were not achieved its desired objectives. Sales promotion
programs are short term programs aimed at maximizing sales in a period of time but
what is most important to remember is that the sales promotion programs should be
designed in such a way that it does not affect the overall brand image of the firm and its
product.
The definition of promotion is the co-ordination of all seller-initiated efforts to set up
channels of information and persuasion to facilitate the sale of goods, or service or the
acceptance of an idea. The promotion refers to the activities to push forward or to
advance an idea, in such a way as to gain its approval and acceptance. Promotion is
telling and selling. Brink and Kelly have defined promotion as, the coordination of all
seller-initiated efforts to set up channel of information and persuasion to facilitate the
sale or a product service or the acceptance of an idea.
Sales promotion, as a tool of marketing promotion, gives rise to increase in product
usage as well as expansion of a product or introduction of a new product. Promotion
means any marketing effort whose function is to inform or persuade actual or potential
consumers about the merits of a given product or service for the purpose of introducing
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a consumer either to continue or to start purchasing the firm’s product or service at same
(given) price.

Types of sales promotion

There are 12 main types of sales promotions. Not all of them are suited for every
business, product, or service, but each one offers unique ways of boosting sales and
connecting with customers through different methods of sales psychology. Each is also
an interesting take on spin selling and offers a look into sales methodology comparison.
Competitions and challenges: Competitions or challenges usually take place on social
media, and serve to increase customer engagement as fans try to win a discounted or
free product. They usually also result in a large amount of free publicity if the
competition or challenge involves sharing the brand on a customer’s personal social
media account.
Product bundles: Product bundles offer a collection of products for an overall discounted
rate, as opposed to buying the products individually. Product bundles give customers a
reason to buy a larger variety of products, which makes it more likely they will find a
product they like and want to buy again.
Flash sales: Flash sales are extremely short sales that offer extreme discounts for a
limited amount of time. These sales work through creating a sense of urgency and need
around your sale.
Free trials: Free trials or demos are one of the most common sales promotions and one
of the most promising strategies to grow a customer base. Businesses can offer either a
limited time with the product or a limited quantity of the product to a first-time buyer at
no charge to see if they like it.
Free shipping and/or transfers: Free shipping promotions attempt to curb the 70% of
customers who abandon their carts when they see the shipping costs. The small loss in
shipping fees is usually made up for in happy customer purchases.
Free products: Free product promotions work by offering a small free product with the
purchase of a larger, mainstream product. This boosts mainstream sales without costing
the company too much inventory or revenue.
 3

Early-bird or first-purchaser specials: These specials offer discounts to first-time

purchasers as a way of welcoming them as customers. Customers are more likely to buy
at a discount and because the discount only works once, the company doesn’t lose a
great deal of revenue.
BOGO specials: BOGO, or “buy one, get one free” promotions are primarily used to
spread product awareness. Customers can give their extra product to a friend or family
member and build a customer base through word of mouth.
Coupons and vouchers: Coupons and vouchers reward current customers for their brand
loyalty and encourage future purchases. This is especially effective in companies who
use punch cards which incentivize customers to make multiple purchases to earn a free
product.
Upsell specials: Upsell promotions are not as common as the others, but they can still
be extremely effective. Upsells give first-time customers a less expensive version of a
product to try, and then over time, the sales department works to convince them to
purchase the more expensive and more effective option.
Subscriptions: Subscriptions are not always considered sales promotion, since they tend
to be long-term purchases, but having different amounts of a product available at a
different price point is a sales promotion tactic. With a subscription, a customer pays a
larger fee upfront for a large amount of product that eventually comes out to less than
what they would pay for buying smaller amounts of product individually.
Donations: Donations are an excellent way for a company to build credibility and
goodwill within the customer base. Most donations work when the company contributes
a portion of each sale during a given period to a charitable cause.
Promotion is the final element in the marketing mix. The manufacturer has to take
effective steps in meeting the consumer in the market after taking the decision relating
to the nature of products, its price and its distribution. The present age is of cons umer-
oriented markets and therefore, it is the responsibility of manufacturer to know what is
required by the buyers.
Originally, the term 'stationery' referred to all products sold by a stationer, whose name
indicated that his book shop was on a fixed spot. This was usually somewhere near a
university, and permanent, while medieval trading was mainly carried on by itinerant
 4

peddlers including chapmen, who sold books and others at markets and fairs. It was a
unique term used between the 13th and 15th centuries in the manuscript culture.
Stationers' shops were places where books were bound, copied, and published. These
shops often loaned books to nearby university students for a fee. The books were loaned
out in sections, allowing students to study or copy them, and the only way to get the next
part of the book was to return the previous section. In some cases, stationers' shops
became the preferred choice for scholars to find books, instead of university libraries
due to stationers' shops' wider collection of books.
Karki stationery and sports center is one of the famous stationary shops of Harion
municipality of Sarlahi district. It adopted different marketing strategies to increase sales
of stationary items. In this case study, impact of promotion strategies has been analyzed
of Karki stationery and sports center in term of increasing items of sales stationery
products.

1.2 Profile of the Organisation

The word ‘stationery’ is a collective term referring to writing equipment and office
materials, including certain machinery. The term is derived from the ancient profession
of the stationer, who provided book binding, copying, and publishing services at fixed
spots near universities. Books were bound, copied, and published in stationers' shops.
For a price, these stores frequently leased books to surrounding university students. The
books were loaned out in sections, allowing pupils to study or copy them, and returning
the previous section was the only way to receive the next section. Because stationers'
shops have a larger assortment of books than university libraries, they have become the
favored choice for scholars looking for books in some circumstances.
Stationery shops contain a variety of products which are not limited to writing aids. Over
time, stationery has come to include anything and everything that may be required to put
together a project by oneself, which also includes materials required for engraving and
embossing. Broadly speaking, types of stationery can be divided into office and school
supplies depending upon the use of the product in question.
Karki stationery and sports center is one of the famous stationary shops of Harion
municipality of Sarlahi district. It is located at ward no. 08 of Harion municipality,
 5

Sarlahi, Nepal. Proprietor of this stationary shop is Yubraj Bhandari. It sells different
kind of stationary products like books, copies, pen and other stationary related product.
Adaptation ally, it is selling sports related product as well.

1.3 Objectives of the Study

Researcher had the following objectives regarding the topic.
 To study on effectiveness of promotional activities.
 To find out the most effective promotional activities.

1.4 Rationale
The importance of this study was be to know the promotional activities of Karki
stationery and sports center and it effect on volume of sales. And the most effective
promotional activities among the adopted promotion activities have been found.

1.5 Review of Literatures

A literature review is an important part of any investigation. A literature review is the
process of gathering, locating, reading, and analyzing research material relevant to the
researcher's area of interest. It allows you to see what other researchers have discovered
in the problem area you've selected. The goal is to learn about one's field and see what
new contributions can be made. Was the paper be able to make some recommendations
for developing a research design?

Before going further, it is useful to define sales promotions. Blattberg & Neslin (1990)
define a sales promotion as “an action-focused marketing event whose purpose is to have
a direct impact on the behavior of the firm’s customer.” There is also an important
distinction between sales promotions and a permanent price reduction. Sales promotions
are temporary and a “callto-action.” If customers do not take advantage of promotions
within specified time frames, they were losing the benefit offered by the promotions.
Sales promotions are almost always combined with some type of communication (e.g.,
a retailer ad) that the price is reduced and that the time period is limited (price is reduced
 6

only up to some point in time). Long-term price reductions may be accompanied by a

price reduction signal (e.g., Walmart rollbacks in the US) but the time period is “until
further notice.” A consumer can wait to make a purchase when price is reduced without
a time limit with the only risk being that the consumer may not accurately estimate when
3 the price was increase. The distinction between sales promotions and permanent price
reductions leads to differences in consumers’ responsiveness to price changes and buyer
(retailer) behavior to trade promotions.

Besides traffic generation, another key objective of promotions is to sell excess

merchandise that is caused by overstocking. After Christmas or after major holiday
promotions to clear unsold holiday merchandise are very common. Airlines have unsold
seats during a specific day, week or season and offer special promotions to sell those
seats because they are perishable. For a more complete discussion of this area, see the
chapter on markdown pricing by Ramakrishna in this volume. Promotions have other
purposes beyond just driving customers into the store and selling unsold, perishable
inventory. They can be used to increase category profitability by switching consumers
from lower to higher margin products or they can be used to generate trial for a new
product or a product category that has low penetration levels (For a more comprehensive
list of retailer promotional goals, see Blattberg and Neslin, 1990)

In this 21st century we need promotion in every to be known in the world. So, some of
the effective tools for promotion are brag a little, address concerns, say it well, say it
often schedule tours, leave your mark, etc. Ideas for school promotion (Smitp, 1995).
Promotion is making customer aware about the product and services (Jobber, 1997).
Promotion is defined as activities people use to communicate with other about their
product or services and to convince them to use it (Zeithaml & Bitner, 2000). Researcher
done on this field suggest that billions of dollars are wasted per year for ineffective
promotional tool technique (Ambler& Vakratsas, 1996)
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The research gap is an assessment of the differences between studies of a given problem.
In this case, the problem could be assumed. When previous research findings are
compared to the current situation, it is clear that there is a research gap. The current
research effort is focused on developing the current issue or discovering new ideas or
methods. As a result, understanding the research gaps is critical. Due to differen ces in
variables, it is difficult to extrapolate previous findings to the current issue because
research is inherently continuous and dynamic. As a result, understanding the research
gap is required. The research has made the study promotional activities of Karki
stationery and sports center in Harion in this project report. To promote sell of Karki
stationery and sports center with help of using promotional tools such advertisement,
publicity, sales promotion, use of mass media etc. promotion is one of the important
elements for must marketing program it helps to create awareness as well build brand
equity among the consumer. To address the services to the accessible consumer, a proper
effective, and authentic study of the Harion market must be conducted. As a result, the
researcher has chosen the topic of Karki stationery and sports center promotional
activities at Harion.

In fact, review of literature begins with a search for a suitable topic and continuous throughout
the duration of the research, either a dissertation or a thesis. Review of literature means
reviewing research studies or other relevant propositions in the related area of the study so
that all the past studies, their conclusions and deficiencies may be known and further search
can be conducted. It is an integral and mandatory process in research works. It deals with a
literature survey of existing volumes of similar or related subjects and a careful check should
be made that the proposed study has not carried out previously. Completely new and original
problems are very rare, however a previous study should not exactly replicate unless the
techniques used facilitate to trace out the doubtful conclusions or some new sources of
information identified.

The main reason for a full review of research in the past is to know the outcomes of those
investigations in areas where similar concepts are methodologies had been used successfully.
 8

In this connection, a review of previous related research, articles reports, findings, books will
help the researcher to formulate a satisfactory structure for the study.
Mainly it helps:
 To avoid unintentional replication of previous studies.
 To determine the methodology for research works.
 To draw delineation and scope for studies.
 To identify the problems in other words it provides a basis for identifying the areas
for future researches.
 To interpret the results in precise manner.

Review of Journals, Reports, Articles and previous studies

The related literatures which are similar to advertising have been reviewed.
Nerolac:
The sales outlets, advertisement and sales promotion activities of Nerolac are briefly reviewed
in this study.
Sales outlets categories:
a. Dealer: can sale other brands and buy the product from company
b. Exclusive Dealer: cannot sale other brands. Giving sealing of sales volume for
particular period.
c. PC Dealer: They have to sale minimum 30 millions.
d. Sub-dealer: should buy the products from dealer, can sale other brands also.
Nerolac has been using hording boards, TV ad, Mass advertising, sponsoring Nepal Tara
etc for its advertisements. Usually, the company has been using foreign TV channels
while launching new products in the market.
Sales Promotions:
1. Painter schemes: giving points for products and accumulates the points and provides
cycles, mobiles, freeze, bikes and up to 4 lakh cash offer. Rs. 150 cash coupons for
40 kg. Wall putting. The company provides life insurance package to the painters.
Painters will get training course while launching the new product.
 9

2. Consumer: Company provides time to time consumer offer to promote its brand like
above 1 lakh procurements, company gives 100 sq.ft. rayal paint free, 1 tola silver
coin, foreign trip from lucky draw etc.
3. Dealers: Foreign trips based on accumulated points what they earned through the
sales in specific time period, cash vouchers, and rebates. Company provides two price
list like DP (Dealer Price) and MRP (Marketing Retail Price). The maximum 40 to
42% price difference found between DP and MRP. Dealers have to manage from this
difference. Dealers are getting credit facilities depends on their sales volume and
performance.
“A Comparative Study on the Effectiveness of Promotional Tools on Sales” (Mool, 2017) has
been reviewed and it has the following objectives:
i. To find out what promotional tools are more acceptable by the Nepalese customers.
ii. To find out what mode is more widely used by the marketers as sales promotional
tools.
iii. To find out which promotional tools are best to attract the customers.
iv. To find out whether the sales promotion does have its impact on the sales of
bowling game.
Major findings from the study were:
i. A person gets information or knows about bowling game from advertisement more
than from their friends.
ii. People are aware of advertising as a promotional tool rather than other promotional
tool and the people watch/listen/read advertisement to get information and
entertainment.
iii. Price discount and cash price are two major sales promotions that attract the
customer towards products or services.
iv. Sales promotion such as price discount, cash price. Sorts of promotion tool induce
people to play bowling game most. Due to cash prize and price discount they are
induce to play bowling game respectively.
v. Advertising and sales promotion such as cash prize, price discount is most widely
used by bowling centre and is most appreciated by Nepalese customers.
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vi. Advertising helps to aware the customers and induces them to play bowling game
repeatedly.
One study was on “The Communication Effect on Advertising and Brand
Preference of Instant Noodles”. The main objectives were as follows:
i. To analyze the popular media of advertising, its strength and weakness.
ii. To analyze the advertising appeal and relation between brand preference and
advertising qualities of instant noodles.
The major findings of the study were:
i. Of all media available in Nepal, the radio has proved itself a leading one to create
awareness in customers about the advertised product, especially edible goods like
instant noodles. After that the film cine slide comes orderly.
ii. Most of the educated people of Kathmandu are aware of brand (the Rara and
Maggi) of instant noodles because of their advertisements.
iii. Most of the uneducated people of Kathmandu could not say anything about the
advertisement.
iv. Advertising qualities of instant noodles have made no change in brand preference.
v. In case of the newspaper advertisement, the Rara has attracted many of customers
because of its style of photo presentation while Maggi has attracted its customers
with the help of layout headlines.
A study on “The Role of Advertising in Brand Loyalty” (With Special Reference to Soft
Drink) (Thakur, 2018: 19), had the following objectives
i. To analyze the effectiveness of advertising on brand loyalty of consumers product.
ii. To evaluate the role of advertising for brand loyalty in Nepalese market.
iii. To determine consumer’s importance to advertising and other promotional tools while
making in selection decision.
The major findings of the study were:
i. Advertising is the main source of information about particular brand as well as
sensitive subject in the country in the course of promotion.
ii. Most of the consumers like entertaining advertisement than other types of
advertisement.
iii. It is found that advertisement has a great contribution for purchasing soft drink.
 11

iv. Consumer’s second reason of brand switching is advertising.

v. The effective advertising in time is regarded as the best tool for brand loyalty.
vi. Most of the customers have given first preference to the taste of the product while the
quality of the product is considered as second important factor in the case of soft drink.

1.6 Research Methods

1.6.1 Research Design
Research design is the framework of research methods and techniques chosen by a
researcher to conduct a study. The design allows researchers to sharpen the research
methods suitable for the subject matter and set up their studies for succe ss.
A researcher must clearly understand the various research design types to select which
model to implement for a study. Like research itself, the design of your analysis can be
broadly classified into quantitative and qualitative.
Qualitative Research
Qualitative research refers to a broad family of research methodologies, each of which
differs from traditional quantitative research. Qualitative research is research that
involves analyzing and interpreting text and interviews and observations in order t o
discover meaningful patterns descriptive of a particular phenomenon.
Qualitative research is a process of naturalistic inquiry that seeks an in-depth
understanding of social phenomena within their natural setting. It focuses on the "why"
rather than the "what" of social phenomena and relies on the direct experiences of human
beings as meaning-making agents in their everyday lives. Rather than by logical and
statistical procedures, qualitative researchers use multiple systems of inquiry for the
study of human phenomena including biography, case study, historical analysis,
discourse analysis, ethnography, grounded theory, and phenomenology.
Quantitative Research
It is for cases where statistical conclusions to collect actionable insights are essential.
Numbers provide a better perspective for making critical business decisions.
Quantitative research methods are necessary for the growth of any organization. Insights
drawn from complex numerical data and analysis prove to be highly effective when
 12

making decisions about the business’s future. In quantitative research method this
research was follow descriptive research design.
In a descriptive composition, a researcher is solely interested in describing the situation
or case under their research study. It is a theory-based design method created by
gathering, analyzing, and presenting collected data. This allows a researcher to provide
insights into the why and how of research. Descriptive design helps others better
understand the need for the research.
In this research quantitative research method was be followed to complete this research.
1.6.2 Data Collection Strategy
Secondary data
Secondary data analysis involves a researcher using the information that someone else
has gathered for his or her own purposes. Researchers leverage secondary data ana lysis
in an attempt to answer a new research question, or to examine an alternative perspective
on the original question of a previous study. In this research, three years audit report of
Karki stationery and sports centre was be analysed to find out the impact of promotion
of Karki stationery and sports centre.
1.6.3 Population and Sample
A population is the entire group that you want to draw conclusions about. A sample is
the specific group that you were collect data from. The size of the sample is always less
than the total size of the population. In research, a population doesn’t always refer to
people. It can mean a group containing elements of anything you want to study, such as
objects, events, organizations, countries, species, organisms, etc.
There are many types of stationery shops established in Sarlahi that are selling various
sorts of products of stationery items but I was select the Karki stationery and sports
centre, Sarlahi that has been selling stationery items and sports related products as a
sample for preparation of project work report. Secondary data was be collected by audit
reports of Karki stationery and sports centre.
1.6.4 Techniques of analysis
Data analysis is a technique that typically involves multiple activities such as gathering,
cleaning, and organizing the data. These processes, which usually include data analysis
software, are necessary to prepare the data for business purposes. Data analysis is also
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known as data analytics, described as the science of analyzing raw data to draw informed
conclusions based on the data.
Data comes in different structures, formats, and types, including the following:
Big data. Big data is defined as a huge data set that continues to grow at an exponential
rate over time. The four fundamentals characteristics of big data are volume, variety,
velocity, and variability. Volume describes quantity, velocity refers to the speed of data
growth, and variety indicates different data sources. Veracity speaks to the quality of
the data, determining if it provides business value or not.
Structured/unstructured data. Structured data is a predefined data model such as a
traditional row-column database. Unstructured data comes in a format that does not fit
in rows and columns and can include videos, photos, audio, text, and more. A
comparison of structured data versus unstructured data reveals that structured data is
easier to manage and analyze.
Metadata. Metadata is a form of data that describes and provides information about other
data. For example, metadata for an image can include the author, image type, and date
created. Metadata enables users to organize unstructured data into categories, making it
easier to work with.
Real-time data. Data that is presented as soon as it is acquired is known as real-time
data. This type of data is useful when decisions require up-to-the-minute information.
For example, a stockbroker can use a stock market ticker to track the most active stocks
in real time.
Machine data. Thanks to the Internet of Things (IoT), sensors, and other technologies,
data can be automatically generated by factory systems and other machines, information
technology and telecommunications infrastructure, smart cars, hand-held devices, and
more. This type of data is known as machine data because it is produced wholly by
machines without human instruction.
Data analysis methods and techniques are useful for finding insights in data, such as
metrics, facts, and figures. The two primary methods for data analysis are qualitative
data analysis techniques and quantitative data analysis techniques. These data analysis
techniques can be used independently or in combination with the other to help business
leaders and decision-makers acquire business insights from different data types.
 14

Table, Pie-chart and Bar-diagram was be used to analysis the collected data of Karki
stationery and sports centre.

1.7 Limitations
Limitation means up to their limit every organization have their limitation up to where
they can work and find information. In the same way researcher work has the following
limitation.
 Sample was only of Karki stationery and sports center. So, information may have
constant.
 Information based on Karki stationery and sports center only may not be enough
for general purpose.
 15

CHAPTER II
RESULTS AND ANALYSIS

This Chapter deals with the various findings and presentation of data into the systematic
form so that to analyze and summarize the findings. Here, the data is presented into the
tabulation and symbolic form in order to differentiate and categories them with their
prospective.

2.1 Presentation of Analysis of Data

Table No. 2.1
Expenditure Amount in promotion Activities
Type of Promotion 2074/75 2075/76 2076/77 2077/78 2078/89
Activities

Advertise 50000 60,000 70,000 90,000 95000

Publicity 9000 10,000 15,000 15,000 15500

Public Relation 4500 5,000 10,000 15,000 18000

The Above table shows the promotion expenditure of Karki stationery and sports center
of different three years. In 2074/75 expenditure on advertisement was Rs 50000,
expenditure on publicity was Rs 9000 and expenditure on public relation was Rs. 4500
In 2075/76 expenditure on advertisement was Rs 60000, expenditure on publicity was
Rs 10000 and expenditure on public relation was Rs. 5000. In 2076/77 expenditure on
advertisement was Rs 70000, expenditure on publicity was Rs 15000 and expenditure
on public relation was Rs. 10000. And in 2077/78 expenditure on advertisement was Rs.
90000, expenditure on publicity was Rs 15000 and expenditure on public relation was
Rs 15000. In 2078/79 expenditure on advertisement was Rs 95000, expenditure on
publicity was Rs 15500 and expenditure on public relation was Rs. 18000.
 16

100000

90000

80000

70000
2074/75
60000
2075/76
50000
2076/77
40000 2077/78
30000 2078/89

20000

10000

0
Advertise Publicity Public Relation

Figure No. 2.1 Expenditure Amount in promotion Activities

400000

350000

300000

250000

200000

150000

100000

50000

0
Advertise Publicity Public Relation

2074/75 2075/76 2076/77 2077/78 2078/89

Figure No. 2.2 Trend of Expenditure Amount in promotion Activities

Above figure, time line and pie chart show that Karki stationery and sports center
expended higher amount in advertisement. It is because it is considered one of the best
 17

options for advertisement to promote the sells activities. On other part, Karki stationery
and sports center expended less amount in public relation. But it is may be higher amount
of expenditure compared to others firms.

Table No. 2.2

Promotion and its effect on sales of quantities of stationary product
Year Promotion Rs. Sales Rs.

2074/75 63500 160000

2075/76 75000 175000

2076/77 95000 300000
2077/78 120000 500000
2078/79 128500 550000

600000

500000

400000

300000

200000

100000

0
2074/75 2075/76 2076/77 2077/78 2078/79

Promotion Rs. Sales Rs.

Figure No. 2.3 Promotion and its effect on sales of quantities of stationary product
 18

600000

500000

400000

300000

200000

100000

0
Year Promotion Rs. Sales Rs.

Series1 Series2 Series3 Series4

Figure No. 2.4 Trend of Promotion and its effect on sales of quantities of stationary
product

Above figure and table shows that promotion expenditure are 63500, Rs.75000, Rs.
95000, Rs. 12000 and 128500 in 2074/75,2075/76, 2076/ 77 ,2077/78 and 2078/79
respectively. As a result of promotion activities sales of quantity are also increasing in
a higher percentage compared to promotion expenditure.when Karki stationery and
sports center increased promotion expenditure and increased the sales quantity reached
rs. 160000, 175000, 300000, 500000 and 550000 respectively. If stationary increased
market by doing more promotion activities it may sell more quantity of product in
market.

Table No. 2.3

Promotion and its effect on sales of quantities of sports product
Year Promotion Rs. Sales(sports) Rs.
2074/75 60000 130000
2075/76 75000 135000
2076/77 95000 400000
2077/78 120000 600000
2078/79 128500 700000
 19

According to the above graph and table, promotion costs were rs. 60000 Rs. 75,000, Rs.
95,000, Rs. 120000 and rs 128500 in the fiscal years 2074-75, 2075–76, 2076–77,2077–
78, and 2078-79 respectively. Sales volume is expanding as a result of promotion
efforts at a larger percentage than promotion spending on sports goods. Sales quantity
climbed to rs. 130000, rs 135000, rs 400000, rs 600000 and 700000 respectively. It
indicates that the Sarlahi district has a thriving market. If stationary expanded its market
by engaging in more promotional activities, it might sell a greater variety of goods.
However, extending promotion efforts further does not result in higher sales for Karki
Stationery.
800000

700000

600000

500000

400000

300000

200000

100000

0
2074/75 2075/76 2076/77 2077/78 2078/79

Promotion Rs. Sales(sports) Rs.

Figure No. 2.5 Promotion and its effect on sales of quantities of sports product
 20

800000

700000

600000

500000

400000

300000

200000

100000

0
2074/75 2075/76 2076/77 2077/78 2078/79

Promotion Rs. Sales(sports) Rs.

Figure No. 2.6 Trend of Promotion and its effect on sales of quantities of sports product

The above graph, timeline, and pie chart demonstrate that Karki Stationery and Sports
Center grew their advertising spending and the volume of sports equipment they sold.
The reason for this is because it is regarded as one of the top possibilities for advertising
to encourage sales activity. Karki stationery and the sports center, on the other hand,
spent less on public relations. But compared to other firms, it can have a higher
expenditure.

2.4 Major Finding

The recommendation has been able to get all the required information about the effect
of advertisement on selling quantity of Karki stationery and sports center Harion,
Sarlahi, Nepal.
The economic and practical development of the customer in the market areas seems to
be good due to good promotional activities.
The analysis shows the relation between expenditure and sells.
The Karki stationery and sports center are increasing promotion activities every year.
Result shows the positive relation between advertisement, publicity and public relation
and sells of quantitative.
 21

CHAPTER III
SUMMARY AND CONCLUSION

3.1 Summary
It is the final chapter of any research project. In this chapter, a brief overview of the
entire study has been provided, along with possible suggestions and recommendations
if the researcher deems them necessary. As a result, this chapter is divided into two
sections. The first section is a summary of the entire research work that was conducted
and mentioned in the previous chapter. Similarly, the second is the conclusion, which
includes all of the analysis and findings from the completed research work. Thus,
formally, the research work is completed following the completions of this section with
possible suggestions and feedbacks. This chapter summarizes the research findings
presented in Chapter 3 as well as the theoretical and managerial implications.
Promotions have been one of the most researched elements of the marketing mix. There
are still many interesting and challenging issues facing managers. The growth of real -
time, sales data coupled with accurate promotional histories opens the future in which
real-time on-line promotions will become the norm. This leads to opportunities for sales
promotion researchers and practitioners to develop new methods, tactics and strategies.
Promotion is the activities of providing information to consumer, persuading them and
retaining them for long time creating loyalty. A promotional activity is done with the
help of tools named as, advertisement, publicity, public relation, sales promotion, mass
media, etc. It helps to create awareness as well as build brand equity among the
consumers. Promotion can be maximized through identifying with the help of
appropriate designed tools which meet their needs. Karki stationery and sports center
use advertisement, publicity, public relation, etc for their promotion of the stationary
products. Karki stationery and sports center uses also other means of promotion to
promote their business such as mass media, newspaper, customer service, etc.
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3.2 Conclusions
Karki stationery and sports center has applied all the possible tools for its effective
promotion such as advertisement, public relation, publicity and hoarding board display
as well. Out of the used tools for promotional activities, the advertisement has been
found to be the most effective applied tools so far. The use of media has been found to
be the most effective promotional tools. Public relation is also found the most effective
promotional tools. Publicity, hoarding board display and customer service is also found
equally important for promotional tools.
From the study it has been concluded that the present era is based on promotion through
which the business service can be made popular enough among the customers and
services receivers. Hence, Karki stationery and sports center should go through the
advertisement and public relation as promotional tools and rest of the tools are also
important.
The recommendation furnished here provides a little brightness as has been observed by
the researcher.
Advertisement expenditure should be increased continually to increased sells in large
volumee.
Risk of increasing investment in advertisement needs to be measured in an objectives
way in order to know whether it justifies a specific increasing sells quantity.
The investors always intended to gain more return by selling stationary product as well
as other product by increasing sells.
Company should increase investment on public issue for their social obligation.
The staffs should be provided adequate facilities and training to encourage the staffs
because they are the real assets of any firms which increase productivity.
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