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This document discusses a research project on the effects of sales promotion schemes on customers. The research will be conducted in three phases involving manufacturers, retailers, and customers in the FMCG sector across food, stationery, and cosmetics/hygiene product categories. The objectives are to determine the best fitting sales promotion schemes for different product categories and understand the different motives of stakeholders in the sales promotion system, including manufacturers, retailers, and

Author

Prashant Khatri

Language

EN