A Study on the Effect of Below-The-Line (BTL) Activities on Sales Enhancement: A Case Study of MTR Food Pvt Ltd.

Abstract : In the highly competitive Fast-Moving Consumer Goods (FMCG) sector, companies increasingly rely on Below-The-Line (BTL) promotional activities to influence consumer purchase decisions at the point of sale. BTL activities provide direct interaction with customers and play a crucial role in enhancing brand visibility, creating awareness, and driving immediate sales, especially in price-sensitive markets like India. This study examines the effect of BTL activities on sales enhancement with specific reference to MTR Foods Pvt. Ltd., through trolley-based in-store promotional activities conducted at Reliance Smart Bazaar outlets in Pune. The study is based on primary data collected through direct customer interactions during BTL trolley activity across five store locations, namely Aundh, Kothrud, Dapodi, Wakad, and Pimpri Chinchwad. The duration of the activity was from 3:00 PM to 8:00 PM on all working days except Mondays. The product categories promoted included ready-to-eat and ready-to-cook food products. Observations were made regarding customer responses, purchase behavior, product preferences, and factors influencing buying decisions