Study of the Effects of Heavy Discounts Policy by Koutons over Brand Image and Purchase Behavior

By: Shely Yadav

MBA, IIT Kanpur

Table of Contents

A. Acknowledgements………..……………………….…………………………………..…2

B. Abstract……………………......………………….…………………………………..…..3

C. Executive Summary………………………...………………………………………….....4

1. Introduction………………………………..………………………………………….....5

1.1 About Koutons……………………………………………………………………5

1.2 Background…………………………..………………………………………...…6

1.3 Problem statement………………………………...………………………...…….9

1.4 Hypotheses formulation……………………………………………………….....11

2. Methodology………………………………….……………...………………………….12

2.1 Research design……………………….………………………....………………12

2.2 Variables and Parameters for analysis.…………………………………………..13

3. Results……………………………………….…..………………………………………15

3.1 Respondent analysis………………….………………………………………….15

3.2 Data analysis………………………….….……………………………………... 17

4. Discussion…………………………………….………………………………………....22

5. Conclusions………………………………….…………………………………...……..26

6. Limitations and managerial implications...........………………………………….......27

7. References…………………….………………………………………………..…….....28

8. Appendix: questionnaire …..…………………………………………………...……...29

Acknowledgements

First of all I would like to extend my heartfelt gratitude to Prof. A. K. Mittal, Faculty,