In this era of globalization, market is full of FMCG companies trying to sale their product by creating a brand image in the minds of customers. Today FMCG sector comprises of large part of consumer’s income as fast moving consumer goods are products which are purchased frequently and are necessary for the customers. Customers prefer to purchase FMCG product as and when need arises by visiting an retail store according to their convenience this gives an excellent opportunity to the retailer to attract the customers by using various marketing strategies so that the customer purchases 4 or 5 products instead of 1 product he actually wanted to purchase.

Customers are becoming extremely demanding with regards to the design and style of any store they visit. They need to be pulled in and persuaded to enter a shop or slow down at a counter and at that point of sale so as to sell the product. Leading retailing organizations tries to form positive store image in the customers mind so that he visits the store again. The retailers need to identify various promotional strategies which can be used to attract consumers towards their product. A noteworthy goal of any promotion technique for almost every fast moving consumer good is to maintain old customers and attract new one by creating a brand through inclination or association. Promotional tools help companies to create a brand image which helps the company in long run and also motive customers to purchase the product again. The repurchase goal of shoppers can be advanced through different advertising techniques utilized by advertiser as a part of stores, for example, Image Strategy, Promotion Strategy, Media Marketing Strategy, Multiple Choices Strategy, Brand Slogan, Integrate the Marketing Channels and Store advancement. In today’s competitive world where the customer is having varied choices in terms of brands, the customer is very choosy in selecting a specific product or brand. Hence, the marketers have started using the concept of in store promotion to cater the immediate needs of the customers and make them satisfied. Thus to cater the need of marketer the study focuses on identifying various store promotional tools used in a retail store and to study their impact on customers buying decision with special reference to fast moving consumer segment. Fast moving consumer goods are the products which are used by the consumer frequently and have a small shelf life and are purchased at a fast rate thus marketer must focus on strategies to make their customers satisfied which ultimately helps a marketer to bring in new customers. FMCG are known as low involvement products as consumer spends less time and energy in buying these goods. Now a day’s FMCG goods are purchased from various retail stores.

Store promotion is a marketing strategy that is formed to bring people into the store and to purchase specific items highlighted through store promotion. These promotion strategies most often come directly from manufacturers, or they may be offered by the store manager. The reason behind this is to generate additional revenue due to the extra sales of the products, or even to encourage a brand switch when presented by the manufacturer. These strategies help to drive traffic in the store, to remove too much stock, or to generate additional revenues when sales are slumping. It also helps in building the brand image and creates customers intention to buy a specific product or brand.

LITERATURE REVIEW:

In a study by Koul, Surabhi and Mishra, Hari Govind (2013) on “Customer perceptions for store attributes: a study of traditional Retail stores in India”, it was castigated that Indian retail market is unequivocally determined by the disorderly (Traditional store) retail locations. The reason for the study to manage the significance of store properties in a chaotic retail situation. The general client profile effectively mirrors that the clients going by the sloppy store typically visit it for the buy of basic need items. Besides such clients don't set out much to visit the retail location. According to the reactions got store characteristics have a solid association with the client recognitions in disorderly markets. Rebates demonstrated the most grounded connection, item variety and item accessibility additionally demonstrated a just as solid association with client recognitions. The outcomes mirror that the retailers in sloppy markets need to take into account clients who are more value touchy and get pulled in towards the rebates being offered to them. Additionally, ordinarily significance is given to the item collection in the store and the accessibility of the coveted merchandise of the clients. The indicator tests uncovers that the client buying basic supply and customer sturdy merchandise underline more on store properties instead of if there should be an occurrence of physicist or restorative item classification.

In a study by Shrivastava, Mithun, Saini, Navdeep and Pinto, Arvind (2014) on “Customer perception towards effectiveness of floor advertisements in organized retail” it is observed that commercials assume a noteworthy part in customer choice making identified with items/administrations. Actually, the client recognition gets impacted in distinctive routes in changing degree because of publicizing boosts displayed by advertisers, particularly in the setting of large number of promoting apparatuses and strategies connected by sorted out retail segment in the space of purpose of procurement promotions. One such procedure that picked up consideration of stores and/or hypermarkets is the utilization of floor commercials. This study is maybe a lady endeavour in Oman's sorted out retail part and endeavours to explore/look at client discernment towards viability of floor advertisements utilized as a part of composed retail outlets. For the said reason, essential information was gathered by overseeing organized undisguised poll amongst 100 respondents in Oman.

The effect of select variables which are relied upon to contribute fundamentally to floor-advertisement viability, viz.; floor-commercial review, floor-notice enticement, disposition towards floor-promotion, and floor-notice allure has been analyzed. Further, the effect of floor-commercial viability on clients' buy goal and also on his/her statement of mouth goal has likewise been analyzed. Auxiliary mathematical statement demonstrating taking into account incomplete slightest square technique was utilized to decide way coefficients in the proposed basic model. Taking into account the discoveries, it could be reasoned that all connections analyzed according to proposed auxiliary model were observed to be critical at 95% certainty level, with the exception of the relationship demonstrating effect of floor-advertisement review on floor-commercial adequacy.

Haslinda Hashim, Siti Rahayu Hussin and Nurdiyana Nadihah Zainal (2014) conducted a study on “Exploring Islamic Retailer Store Attributes from Consumers Perspectives: An Empirical Investigation” which reviled that Muslim buyers saw that retailer's needs particular worth loaded credits to be considered as Islamic. These elements are Trustworthy Pricing, Conforming Atmosphere, Trustworthy Products and in addition Ethical Promotion. Other than item properties, a retailer needs to create other just as vital qualities, for example, store climate, advancement and valuing techniques that consent and grasp the Islamic morals of leading business.

The study additionally shows that it is not adequate for an Islamic retailer to give just an agreeable and clean store environment.

Store promotion and brand image are now a day’s much debated and researched topics at the managerial as well as academic level. The review of available literature shows that various aspects of store promotion have been studied from different dimensions. These studies are done from the perspectives of manufacturer, retailer and consumer of fast moving consumer goods, addressing the planning, implementation and control functions related to promotion management. Though all of the important tools of store promotion have been subject to research, couponing can be singled out as the most favourite tool of researchers. In a study by Knego Nikola, Petljak Kristina and Vouk Rudolf (2014) “Location and Layout as Sources of Competitive Advantage of Small Retailers” stated that retail achievement is fixed to retail store on the grounds that great areas permit prepared get to and pull in vast quantities of clients to the store. The distinction between selecting the wrong and the right area can be the contrast between business disappointment and achievement. Area choice making is liable to dependably stay both a "craftsmanship" and "science".

Small retailers can survive and even flourish, in the event that they stay adaptable and give their own regard for serving client's needs. Notwithstanding settling on choices about item, value, advancement and client benefits, the little retailer creates systems concerning spatial potential outcomes of store area. In leading physical stores, retailers consider four parts of physical limit: area, size, shape and design. The encompassing populace, activity and cost figure out where to find a store. Size alludes to the aggregate store square footage and the state of the outside and inside appearance. Design alludes to the measure of space allotted to distinctive lines of items, item particular areas and spatial format arrangement show. A study by Singh Priyanka, Katiyar, and Verma Gaurav (2014) on “Retail Shoppability: The Impact of Store Atmospherics and Store Layout on Consumer Buying Patterns” reviles that all store atmospheric factors, have critical effect on client approach practices. Requesting from high to low as indicated by the degree of effect, the elements are configuration elements, impalpable elements, picture of administration work force, visual jolt and picture of different clients. This uncovers the outline component of a store is the greatest environment consider that effects client approach practices; its energy of impact and understanding are fundamentally higher than different variables. Clients give careful consideration to the outlining in a store, including whether the format and general structure is sensible, how is the inside embellishment, whether the signs and stamps are clear, whether the showcase of wares in hallway space, ware data and order is finished and helpful.

Impalpable components and picture of administration staff, that is, music, commotion, room temperature, attire and state of mind of administration faculty and so forth are additionally considered by clients as basic elements that will impact their behaviours. All the previously stated variables have fundamentally positive relationship with client approach practices, showing that client practices in hypermarkets are for the most part influenced by the earth figures that have greatest pertinence with merchandise. At long last, this study proposes particular recommendations and measures of how to make a wonderful store air and advantageous store design in retail location to elevate retail shoppability as indicated by after effects of observational investigations.

OBJECTIVES:

· To study the impact of each store promotion tool in building brand image of a FMCG product.

· To study the impact of demographic variables like gender, age, qualification and occupation towards store promotional tool.

· To study the overall impact of store promotional tools on consumer buying decision in FMCG products.

MATERIAL AND METHOD:

The study is focused on finding out the various marketing strategies used by the marketer to create its brand image and also to study impact of store promotion in creating brand image of FMCG product in India. The study also finds out the overall impact of in store promotion on consumer buying decision. The study is based on the primary data, for which 549 respondents were approached.

Sample:

A sampling unit is a single member of the sample. For the present study sampling unit is 549, comprising of sample respondents from different cities of India, which are Bhopal, Mumbai, Delhi, Goa, Dehradun, Gwalior, Indore, Bangalore, Hyderabad and Pune.

Sample Size:

The size of sample depends upon the basic characteristic of the population, the type of information required from the survey and the cost involved. The sample size taken is be comprised of 549 respondents from the above mentioned cites belonging to different age group of 20-35 years, 35-50 years, and 50 yrs and above, different qualification and income level. This constitutes the sampling frame of the present study.

Sampling Technique:

The technique used for sampling is non probability convenience sampling, which refers to that method of sample selection in which members of the population are chosen based on their relative ease of access and where the researchers can choose the respondent as per his own convenience.

Tools for Data Collection:

Primary data was collected through Structured Questionnaire which was designed to meet the objectives of the study.

Data Analysis Techniques:

The data analysis was done by using software package for statistical analysis. Package for Social Sciences (SPSS) is one of the most popular software packages to perform statistical analysis on survey data. Its first version was released in 1968 and since then, it has come a long way. It is used by researchers, educational Institutes, research organizations, government, marketing firms etc. The collected data is analyzed by using the following techniques: Reliability statistics, Regression, Chi-square test, ANOVA and One-Sample Kolmogorov-Smirnov Test.

FINDINGS AND DISCUSSION:

First of all the reliability of the entire research instrument which is constructed to meet the objectives of the present study is calculated by using cronbach alpha. For the purpose of this study 549 respondent were approached to accomplish the various objectives formed for the study.

Table 1: Reliability Statistics

Cronbach's Alpha	N of Items
.982	73

Reliability test: The reliability of the instrument is tested by using Cronbach alpha method. The number of items taken in the present study are 73 and their reliability is coming to be 0.982.As this value is closer to 1 , thus it may be said that the reliability of the instrument used in the research is good and acceptable and the data could be further analyzed.

The results of the Chi- Square test applied on the data after formulating hypothesis are presented as follows:

Ho1- The perception of different age group towards store promotion tools in buying Fast moving consumer goods does not differ significantly:

The Chi-Square value of age group is coming to be 120.69 at degree of freedom 2 and Asymptotic Significance Value is .000. As this value is less than .05, in the light of this Null hypotheses namely, “The perception of different age group towards store promotion tools in buying fast moving consumer goods does not differ significantly” is rejected thus it may be interpreted that different age group people think in a different manner and their response towards buying FMCG products varies whit respect to the different store promotion strategies used by marketer. A person belonging to age group of 20-35 years will definitely respond differently than a person who belongs to age group 35-50. Perception of people belonging to different age group differs due to their experiences and needs.

Ho2-.The perception of male and female towards store promotion tools in buying Fast moving consumer goods does not differ significantly:

The Chi-Square value of age group is coming to be 42.639 at degree of freedom 1 and Asymptotic Significance Value is .000. As this value is less than .05, in the light of this Null hypotheses namely, “The perception of male and female towards store promotion tools in buying Fast moving consumer goods does not differ significantly” is rejected thus it may be interpreted that perception of male and female towards store promotion tools in buying Fast moving consumer goods is different.

Ho3- Income does not play a significant role in choosing Fast moving consumer goods on the basis of store promotional tools:

The Chi-Square value of Income is coming to be 92.361 at degree of freedom 2 and Asymptotic Significance Value is .000. As this value is less than .05, in the light of this Null hypotheses namely, “Income does not play a significant role in choosing Fast moving consumer goods on the basis of store promotional tools” is rejected thus it may be interpreted that Income play a significant role in choosing Fast moving consumer goods on the basis of store promotional tools.

Ho4- Qualification does not play a significant role in choosing Fast moving consumer goods on the basis of store promotional tools:

The Chi-Square value of Qualification is coming to be 24.934 at degree of freedom 1 and Asymptotic Significance Value is .000. As this value is less than .05, in the light of this Null hypotheses namely, “Qualification does not play a significant role in choosing Fast moving consumer goods on the basis of store promotional tools” is rejected thus it may be interpreted that Qualification play a significant role in choosing Fast moving consumer goods on the basis of store promotional tools. Qualified individuals pay more attention to the promotional offers as they are more aware about the recent trends in market.

Ho5- Marital Status does not play a significant role in choosing Fast moving consumer goods on the basis of store promotional tools:

The Chi-Square value of Marital Status is coming to be 78.049 at degree of freedom 1 and Asymptotic Significance Value is .000. As this value is less than .05, in the light of this Null hypotheses namely, “Marital Status does not play a significant role in choosing Fast moving consumer goods on the basis of store promotional tools” is rejected thus it may be interpreted that the preference of married and unmarried people in choosing Fast moving consumer goods on the basis of store promotional tools is different due to the change in their responsibilities.

Ho6- Occupation does not play a significant role in choosing Fast moving consumer goods on the basis of store promotional tools:

The Chi-Square value of Occupation is coming to be 212.902 at degree of freedom 3 and Asymptotic Significance Value is .000. As this value is less than .05, in the light of this Null hypotheses namely, “Occupation does not play a significant role in choosing Fast moving consumer goods on the basis of store promotional tools” is rejected thus it may be interpreted that Occupation play a significant role in choosing Fast moving consumer goods on the basis of store promotional tools.

The section A of the questionnaire which included questions related to awareness and usage of store promotion strategies was analysed by using One-Sample Kolmogorov-Smirnov Test. The results are discussed below:

Table 3: One-Sample Kolmogorov-Smirnov Test

		Frequency of Purchase	Influence of marketing strategies	Awareness	Brand Image	Store promotional strategies
N		549	549	549	549	549
Normal Parameters a, b	Mean	3.21	1.34	1.25	1.25	1.28
Normal Parameters a, b	Std. Deviation	.961	.476	.431	.431	.449
Most Extreme Differences	Absolute	.318	.421	.470	.470	.454
	Positive	.206	.421	.470	.470	.454
	Negative	-.318	-.260	-.284	-.284	-.267
Kolmogorov-Smirnov Z		7.455	9.868	11.011	11.011	10.638
Asymptotic Significance (2-tailed)		.000	.000	.000	.000	.000

a. Test distribution is Normal.

b. Calculated from data.

Ho7- The frequency of Fast moving consumer goods purchase does not depend on store promotion tools:

The output shows an N of 549 and a Mean of 3.21. It also shows an Asymptotic Significance (2-tailed) value of .000 (this is also known as the p value). The p-value is less than .05 therefore Null hypotheses namely, “The frequency of Fast moving consumer goods purchase does not depend on store promotion tools” is rejected thus it may be interpreted that the store promotional tools motivate a person to buy Fast moving consumer goods.

Ho8- The purchase of Fast moving consumer goods does not depend on the influence of any marketing strategies:

The output shows an N of 549 and a Mean of 3.21. It also shows an Asymptotic Significance (2-tailed) value of .000 (this is also known as the p value). The p-value is less than .05 therefore Null hypotheses namely, “The purchase of Fast moving consumer goods purchase does not depend on the influence of any marketing strategies” is rejected thus it may be interpreted that the purchase of Fast moving consumer goods purchase depend on the influence of marketing strategies used by the marketer to sell their product.

Ho9- Awareness about store promotional tools does not affect choice of Fast moving consumer goods:

The output shows an N of 549 and a Mean of 3.21. It also shows an Asymptotic Significance (2-tailed) value of .000 (this is also known as the p value). The p-value is less than .05 therefore Null hypotheses namely, “Awareness about store promotional tools does not affect choice of Fast moving consumer goods” is rejected thus it may be interpreted that awareness about store promotional tools affect choice of Fast moving consumer goods.

Ho10- Brand Image of products does not affect purchase of Fast moving consumer goods:

The output shows an N of 549 and a Mean of 3.21. It also shows an Asymptotic Significance (2-tailed) value of .000 (this is also known as the p value). The p-value is less than .05 therefore Null hypotheses namely, “Brand Image of products does not affect purchase of Fast moving consumer goods” is rejected thus it may be interpreted that Brand Image of products affect purchase of Fast moving consumer goods i.e. products with good brand image are more preferred by the customers.

Ho11- Store promotional strategies do not affect the purchase of Fast moving consumer goods.

The output shows an N of 549 and a Mean of 3.21. It also shows an Asymptotic Significance (2-tailed) value of .000 (this is also known as the p value). The p-value is less than .05 therefore Null hypotheses namely, “Store promotional strategies do not affect the purchase of Fast moving consumer goods” is rejected thus it may be interpreted that Store promotional strategies affect the purchase of Fast moving consumer goods. If the store provides good discount, have better parking facilities, is well equipped and uses various store promotion strategies than definitely the sale of the products will increase.

The section B of the questionnaire which is comprised of the variable indicating the store promotional strategies in promoting FMCG products in their store outlets is analysed by using regression. The result of the same are represented as follows:

Table 4: Model Summary

Model	R	R Square	Adjusted R Square	Std. Error of the Estimate
1	.946^a	.894	.864	7.361

a. Predictors: (Constant), Parking space, Gifts, Special Discount, Behaviour of salesperson, Store radio, Attractive product display, Store fragrances, Vouchers, Shop congestion, Background music, Store television, Layouts, Store Atmosphere

The above table shows the variance explained by the predictor variables. The "R" column represents the value of R, the multiple correlation coefficient. R can be considered to be one measure of the quality of the prediction of the dependent variable. A value of 0.946, in the above table, indicates a good level of prediction. The value of the correlation coefficient R indicates that there is considerable variance between the dependent and independent variables.

The "R Square" column represents the R2 value (also called the coefficient of determination), which is the proportion of variance in the dependent variable that can be explained by the independent variables (technically, it is the proportion of variation accounted for by the regression model above and beyond the mean model). It can also be seen from our value of 0.894, that our independent variables explain 89.4% of the variability of our dependent variable, indicating that 89.4% of the variations in the Purchase decision of FMCG are explained by Parking space, Gifts, Special Discount, Behaviour of salesperson, Store radio, Attractive product display, Store fragrances, Vouchers, Shop congestion, Background music, Store television, Layouts, Store Atmosphere.

Table 5: ANOVA^a

Model		Sum of Squares	Df	Mean Square	F	Sig.
1	Regression	29.971	13	2.305	17.738	.000^b
	Residual	56.541	435	.130
	Total	86.512	448

a. Dependent Variable: Purchase decision of FMCG

b. Predictors: (Constant), Parking space, Gifts, Special Discount, Behaviour of sales person, Store radio, Attractive product display, Store fragrances, Vouchers, Shop congestion, Background music, Store television, Layouts, Store Atmosphere

The above table shows the overall variance. This model is good fit as the significance value is .000. Thus it can be interpreted that the 13 independent variables which are Parking space, Gifts, Special Discount, Behaviour of salesperson, Store radio, Attractive product display, Store fragrances, Vouchers, Shop congestion, Background music, Store television, Layouts, Store Atmosphere can be used to predict the influence of store promotion tools while purchasing FMCG products.

Table- 6: Coefficients^a

Model		Unstandardized Coefficients		Standardized Coefficients	T	Sig.
Model		B	Std. Error	Beta	T	Sig.
1	(Constant)	.915	.072		12.631	.000
	Attractive product display	.048	.009	.416	5.477	.000
	Special Discount	.032	.008	.295	3.958	.000
	Gifts	.025	.007	.257	3.736	.000
	Layouts	-.059	.015	-.571	-4.088	.000
	Store television	-.033	.012	-.398	-2.819	.005
	Store radio	.092	.012	1.113	7.756	.000
	Vouchers	-.049	.008	-.528	-6.051	.000
	Background music	.031	.010	.395	3.155	.002
	Shop congestion	.057	.012	.616	4.612	.000
	Behaviour of salesperson	.027	.008	.290	3.368	.001
	Store Atmosphere	-.052	.014	-.576	-3.831	.000
	Store fragrances	-.016	.009	-.193	-1.799	.073
	Parking space	-.026	.007	-.293	-3.631	.000

a. Dependent Variable: Purchase decision of FMCG

Among the various store promotion strategies having positive impact on purchase decision of fast moving consumer goods announcements through store radio that refers to the announcement of various offers in store by which the customers can know what promotional offers are available and choose accordingly have the highest amount of impact followed by shop congestion, attractive product display, special discount, background music, behaviour of salesperson and the lowest impact is of gifts.

Customers prefer to visit a store that is less crowded and has no queue at the billing counter; they also prefer those products which have attractive product display and special discount such as 30% on first purchase 40% on second and 50% on third. Music is also very important component as it set a mood of customer to shop. Some impact on purchase decision is also by the behaviour of sales person and free gifts.

The above figure depicts the store promotion strategies having negative impact on purchase decision of fast moving consumer goods. The strategies included are Layouts, Store television, Vouchers, Store Atmosphere, Store fragrances and Parking space. Out the 6 strategies least negative impact is by store fragrances, packing space and store television whereas highest impact is of Layouts, Store Atmosphere and Vouchers. Consumers do not prefer to visit a store where they are asked to fill various forms so that vouchers can be send to them or the store which have strong fragrances in their store are not preferred to shop in by the consumers.

Thus it may be concluded that shop congestion, attractive product display, special discount, background music, behaviour of salesperson and the lowest impact is of gifts influence and motivate a customer more to buy a particular FMCG product. Main objective of retailer is to sell the product to the customers using various store promotional strategies. Some of the store promotional tools have positive impact while purchasing Fast moving consumer goods and some have negative impact.

The retailers should focus more on tools having negative impact than on tools having positive impact as many resources are involved in using various store promotional tools they need to find out the reason due to which those tools have negative effect. Once the cause is identified than full effort should be made to improve these strategies so that they can also help retailers to attract customers. On the other hand retailers at the same time must also keep introducing new and improved tools to crater to the needs of customers.

Thus it may be concluded that shop congestion, attractive product display, special discount, background music, behaviour of salesperson and the lowest impact is of gifts influence and motivate a customer more to buy a particular FMCG product. The store ambience plays an important role in attracting new customers and retaining existing ones. A customer would never purchase anything from a store which is not clean. Foul smell irritates individuals and thus they leave in no time. Play soulful music for a positive effect on the customers. The store should be well lit and ventilated for the customers to enjoy their shopping.

Store promotional strategies affect the purchase of Fast moving consumer goods. If the store provides good discount, have better parking facilities, is well equipped and uses various store promotion strategies than definitely the sale of the products will increase.

The store promotional tools motivate a person to buy Fast moving consumer goods. More people get influenced by store promotional strategy. Thus to sell any Fast moving consumer goods the marketer need to use different marketing strategy which ultimately helps to attract the customer leading to increased sales.

The purchase of Fast moving consumer goods purchase depend on the influence of marketing strategies used by the marketer to sell their product and Brand Image of products affect purchase of Fast moving consumer goods. The purchase of Fast moving consumer goods purchase depend on the influence of marketing strategies used by the marketer to sell their product. Products with good brand image are more preferred by the customers. Retailers constantly keep making various strategies so that every customer know about their brand and form a positive image in their mind.

REFERENCES:

1. Haslinda Hashim, Siti Rahayu Hussin and Nurdiyana Nadihah Zainal (2014) a study on “Exploring Islamic Retailer Store Attributes from Consumers Perspectives: An Empirical Investigation”, International Journal of Economics and Management, Vol. 8, pp- 117 – 121.

2. Knego Nikola, Petljak Kristina and Vouk Rudolf (2014) “Location and Layout as Sources of Competitive Advantage of Small Retailers”, Journal of International Scientific Publications, Volume 8, pp- 267-270.

3. Koul, Surabhi and Mishra, Hari Govind, 2013, “Customer perceptions for store attributes: a study of traditional Retail stores in India”, Journal of Business and Economics, Vol.5 No.1, pp- 97-99.

4. Manzur. Enrique , Olavarrieta. Sergio, Hidalgo. Pedro, Farías. Pablo, and Uribe. Rodrigo, 2011, “Store brand and national brand promotion attitudes antecedents”, Journal of Business Research 64, pg no- 286.

5. Pierre, Chandon, et.al. (2000), "A Benefit Congruency Framework of Sales Promotion Effectiveness", Journal of Marketing, October, pp. 65-8 1.

6. Rose, (2011) “Effective in store display programs begin with a sign ware placement strategy” Locations resource Guide, Edition 2 of 8, pp-2-3.

7. Sindhu, Asha, 2011. Sales Promotion Strategy of Selected Companies of FMCG Sector in Gujarat Region. Department of Business Management, Saurashtra University, Pp- 1-2.

8. Singh Priyanka, Katiyar, and Verma Gaurav (2014) “Retail Shoppability: The Impact of Store Atmospherics and Store Layout On Consumer Buying Patterns”, International Journal of Scientific and Technology Research Volume 3, Issue 8, pp- 15-23.

Received on 07.05.2017 Modified on 05.06.2017

Asian J. Management; 2017; 8(4):975-982.

DOI: 10.5958/2321-5763.2017.00151.2

	Age group	Gender	Income	Qualification	Marital status	Occupation
Chi-Square	120.689a	42.639b	92.361a	24.934b	78.049b	212.902c
Df	2	1	2	1	1	3
Asymptotic Significance	.000	.000	.000	.000	.000	.000