consumer oriented sales promotion techniques

Data were collected througha survey by distributing questionnaires to 200 respondents and returning as many as 197respondents. The most common consumer promotions are aimed at enhancing the value of your product, either by reducing the … Attractive prizes are given to the winners of the contest. Learning Objective: 16-03 To examine the types of consumer- and trade-oriented sales promotion tools and the factors to consider in using them.Topic: Consumer-Oriented Sales Promotion Techniques Question 11 Advertising implemented by retailers and paid for, at least in part, by a manufacturer is called: Selected Answer: horizontal cooperative advertising. their results, they define perceived control, website compatibility, and subjective norms as the main antecedents of consumer attitudes toward online purchases. This research uses descriptive research. Results suggest clear distinctions between sales drivers and visit drivers and show possible combinations that would be effective in generating optimum customer behaviour. The seller determines the number of installments in which the price of the product will be recovered from the customer. – The problem of consumer brand choice can be adequately described with logit models that allow the use of discrete dependent variables. Under this method, the customers are offered products on less than the listed price. The selected databases were collected from the top five Indian e-commerce portals in terms of volume of sales, and from popular brick and motor outlets of tier 2 and tier 3 cities in India. These promotions are designed to make your customers respond in the way that you want. Salman Shamsi, All content in this area was uploaded by Mohd. It is also called pull strategy. Such contests can be organised in different ways. Sales promotions can be announced over free channels like social media, email, or your website; or they can be the focal point of your paid advertising campaigns such as with LinkedIn ads or Google Ads. For instance, in bars, there are “happy hours”, during which the liquor is sold at a discount rate to the customers. Inclusion of additional constructs was supported in the TPB as it has improved the predicted power of the TPB framework in predicting consumer green purchase intention and behavior. Sellers collect the coupons from the customers and get the payment from the company that issues the same. Image Guidelines 5. Similarly giving a discount of 50% + 40% by the KOUTONS. Before publishing your articles on this site, please read the following pages: 1. Sales promotion tools used for consumer-oriented promotion are – Free Samples: Distributing free samples increases brand awareness and triggers the psychology of ownership where the person chooses the promoted product if he liked the sample. This new European Edition of Marketing Management has been inspired by the American edition and explores the challenges facing European marketing practitioners, with all the case studies and exercises newly re-written for European students. The basic goal of most consumer-oriented sales promotion programs is to induce purchase of a brand. For example, ‘Buy a bathing soap and get a gold coin’ offer can be used under this method. The study is limited to tier 2 and 3 cities of India for 250 days, and the results are applicable to online and offline retail stores. It can be understood as short term incentives aimed at accelerating sales by motivating the customers to make a purchase. Content Guidelines 2. While purchasing the product, the customers are given a coupon with a specific number printed on it. Many sales promotion schemes directly or indirectly increase the Goodwill of a firm in the market due to Innovative sales promotion techniques. Defending current customers, iv. In Branded Apparel Retail Industry In Gujarat. While the basic goal of most consumer-oriented sales promotion programs is to induce purchase of a brand, the marketer may have a number of different objectives for both new and established brands—for example, obtaining trial and repurchase, increasing consumption of an established brand, defending current customers, targeting a specific market segment, or enhancing … Actual sales, visits, and promotional types for a three-month period were analysed to assess the degree to which customers’ behaviour matched stated behaviour likelihood, with supportive results. In-store demonstrations were felt to be mainly effective in encouraging product trial. Similarly, a free gift of one RICH LOOK shirt on the purchase of two shirts. Samples are defined as … Thus, the consumers willy-nilly make use of free sample. ... Buy-one get-one free was found to be the most preferred promotional tool followed by discount, sample and coupon. Obtaining trial and repurchase, ii. We have used a latent class, Companies in Indonesia are currently facing fierce competition as more com-petitors enter Indonesia. A common but unsustainable practice in India is to increase the selling price and then offer a discount on the product. Sales promotion schemes keep name and brand product in the mind of people, which contribute to the Goodwill of the firm. This study seeks to demonstrate the impact of sales promotion and advertising simultaneously on consumer's purchasing behaviour. Journal Of Marketing And Retail Management, 4(4). Price Deals: Price deals are probably the most commonly used promotional techniques. Money Off. Why are consumer sales promotions so effective and used by so many global brands? As per the mean scores calculated, Behavioral responses. • To find various sales promotion tools influencing consumer buying decision. Rebate: Under it in order to clear the excess stock, products are offered at some reduced price. Research is empirical in nature and respondents have been selected based on purposive sampling. In case of a bonus pack, an additional quantity of the same product … Samples are one of the most important tools of sales promotion. These promotion techniques attract several customers and encourage them to trial a product or switch brands. Factors that influence purchase decisionof local products include consumer ethnocentrism and perceived value. The research related to green consumption behavior in developing nations such as India is few and far between. Such coupons are published in newspapers and magazines. d. Here emphasize is given to motivate consumer to increase sales. This paper analyses whether self-reported valuation of goods is an adequate proxy for underlying tastes. Salvi, P. (2013). Consumer … Trade-oriented sales promotion programs are directed at the dealer network of the company to motivate them to sell more of the company’s brand than other brands. ... Santini et al. Effect of sales promotion. Sales promotions have become a vital tool for marketers and its importance has been increasing significantly over the years. The present study uses Structural Equation Modeling to analyze this impact. However with the overall mean of, followed by Product Display and Buy-one Get-one. This empirical study contributes towards identifying the effect of both fake and real discounts in the Indian marketing environment. The objective ofthis study is to investigate how consumer ethnocentrism and, In view of the prevalence of social networking sites (SNSs) among Internet users and such sites' use in commercial marketing and sales, there has been growing interest in both academia and industry in the study on the effects of SNSs and its various aspects on consumer behavior, inclusive of online consumer purchase intention. For example, refunding an amount of 5/- on showing the empty packet of the product priced 100/-. Price discounts and buy-one-get-one-free offers were felt by the consumers to be the most effective promotional tools for inducing purchase acceleration, stockpiling and spending more. However, they are not always capable of achieving their goal, since, although they may reach their objective in the short term, when the longer term is considered there are undesirable consumer actions. Rebates. Consumer response (brand switching, purchase acceleration, stockpiling, product trial, spending more) to five different sales promotion tools (price discounts, in-store demonstrations, coupons, sweepstakes and games, and ‘buy one get one free’) was investigated through a survey of 206 supermarket shoppers in Hong Kong. So to this study, understanding consumer behavior in a different framework is very useful for the success of an organization in national or international level. This work also highlights the importance of integrating the advertising with different promotional activities to improve the growth of sales of a product. Content Filtrations 6. Free Gifts – Offering free gifts attract customers as they get more while paying for less. Targeting a specific market segment, or . Kishangarh, Vasant Kunj, New Delhi-110 070, Department of Management Studies, IIT Roorkee. Sales Promotion is one such tool which is extensively used by marketers to attract and retain consumers. Özellikle promosyonlar gelir durumu düşük tüketicileri daha fazla etkilemektedir. One of the most common ways to promote your store during festival time or when there is a … Under this method, a customer is asked to scratch a card on the purchase of a product and the name of the product is inscribed thereupon which is immediately offered to the customer as a gift. This method is used mostly in case of products of daily-use, e.g., Washing Powder, Tea, Toothpaste, etc. Image Courtesy : hscommunication.in/wp-content/uploads/2013/09/17050577.jpg. Some producers organise contests with a view to popularizing their products. Consumer-oriented Promotion Tools: The consumer-oriented promotion tools are aimed at increasing the sales to existing consumers, and to attract new customers to the firms. This promotion are directed to the consumer, the end purchaser of the good or the service, these activities are designed to create more preferable action in the consumer mind toward the purchasing of the product. b. Copyright 10. As well as culture has profound implications on the psyche of the consumers' behavior, adaptation to cultural values leads to marketing effectiveness. Study On Discount, Price Off And Buy One Get One Free Offers permission in writing from the copyright owners. The following are some of the examples: Under this method, some extra quantity of the main product is passed on as a gift to the customers. Important techniques of sales promotion are as follows: Under it in order to clear the excess stock, products are offered at some reduced price. The most popular consumer sales promotions are directly associated with product purchasing. As per the mean, get one (mean= 2.363). The present study is therefore aimed at knowing about the different Sales Promotion techniques implemented in “Readymade Garment” industry and how effective they are with respect to Consumer Behavior. M. odel of . Consumer sales promotions are short term techniques designed to achieve short term objectives, such as to stimulate a purchase, encourage store traffic or simply to build excitement for a product or brand. Jezebel is running a consumer-oriented sales promotion that provides free access to her company's razors, as well as a coupon for a discount off of the cartridges. A rebate is an amount paid by way of reduction, return, or refund on what has already been … Sales representatives distribute these samples from door-to-door. In this paper, the effects of the Technology Acceptance Model's, The present study focuses on multichannel retailing strategies and describes the state of consumer behavior regarding “showrooming” (the practice of examining merchandise or products in a retail store and then buying it online). Enhancing Integrated Marketing Communications and Building Brand Equity: A final objective for consumer-oriented promotions is to enhance or support the integrated marketing communications effort for a brand or company. Araştırmadan elde edilen sonuçlara göre satış geliştirme çabalarının tüketicilerin satın alma davranışları üzerinde önemli etkileri vardır. Sales Promotion is one such strategy which is used by marketers to attract new & prospective customers towards their products and retain the existing ones. Whilst mall-wide sales are the preferred promotion, a combination of general entertainment and price-based promotions are found to be a strong alternative way to encourage visits and spending. Sales pro­motion is generally broken into two major categories—consumer-oriented and trade-oriented activities. Based on, The green consumption among individuals can be an effective way to minimize the negative impact of consumption on the environment. Related: 31 Factors Affecting the Choice of Distribution Channels (Explained). Some traditional promotions (fashion shows and product displays) are shown to be poor performers in generating either response, whilst school/community displays appear to be encouraging non-customer visits. It provides direct … Plagiarism Prevention 4. As expected, moreover, prices have a different influence depending on individuals' self-reported tastes and specific market policies for each consumer group could therefore be designed. It is thus very important to analyze the impact of different Sales Promotion techniques on Consumer Behavioral variables. © 2008-2021 ResearchGate GmbH. Analysing the Effects of Sales. To win the competition, the local companies have to pay atten-tion to consumer behavior in buying a product. Possession of a coupon motivates the consumer to buy the product, even when he has no need of it. IV. – The results show that it is necessary to consider the product's promotional state at the moment of purchase as an explanatory element of the process. This present research work has made an effort to identify the various sales promotion techniques and the order by which they influence the consumers' decision making towards apparels. This type of sales promotion is targeted at the end consumers. For example, giving a discount of 30% on the sale of Liberty Shoes. Blattberg, R., &Briesch, R. (2012). analyze the data and results are presented accordingly. At the end, discussion and implications have been discussed. The basic task of needs and wants satisfaction is performed by marketing management of all the companies. It requires several months to accumulate data and information through questionnaire, surveys, site visits and walk-thorough investigations which are the primary basis of this study work. This is because discounts cause a certain consumer behavior based on store visits, purchase, and earlier purchase, Effectiveness Of Sales Promotional Tools: A Study On Discount, Price Off And Buy One Get One Free Offers In Branded Apparel Retail Industry In Gujarat. Fortunately, we’ve compiled a list of 13 sales promotion ideas and illustrated each one of them with a case study to inspire you in the process of crafting a successful promotion. Founded on the theory of planned behavior (TPB), the authors examine the antecedents of showrooming using data collected from a sample of 176 retail consumers. Purpose On the basis of this number alone the buyer claims to have won the gift. The study has used the Theory of Planned Behavior (TPB) and further extended the TPB including additional constructs namely; perceived value and willingness to pay premium (WPP) and measured its appropriateness in determining consumer green purchase intention and behavior. Bu amaç doğrultusunda satış geliştirme yöntemleri açıklanmış ve tüketiciler üzerine bir anket çalışması yapılmıştır. Studies that strive to understand the impact of sales promotions on consumers' behavior are very important. In contrast, trade sales promotions target resellers—wholesalers and retailers—who carry the marketer's product. Repeated measures ANOVA was used to analyze the data and results are presented accordingly. The present day marketing is consumer as well as society oriented. • To give the viable suggestion for improving sales promotion techniques. With this procedure we can reject the hypothesis of a unique demand function for all consumers. Moreover, the differences between garment and footwear segment have been explored. Determinants of Consumers' Green Purchase Behavior in a Developing Nation: Applying and Extending th... Conference: International Conference on ‘Research and Business Sustainability’ ICRBS - 2017 organised by IIT- Roorkee. (2015) reveals that discount positively influences consumer's purchase intention which can be linked to the results of the present study as well. On the, http://dx.doi.org/10.1108/03090560510572016, http://dx.doi.org/10.1108/09590550310461976. ... One of the most important uses of sales promotion techniques is to encourage consumers to try a new product or service. Consumer Sales Promotion Methods: Consumer promotion is for the common customer, this promotion is supported by advertisements, publicity, direct selling etc. Perceived value also significantlyinfluence purchasing decisions and perceived value proved to moderate the relationshipbetween ethnocentrism consumers and purchasing decisions. v. Enhancing advertising and marketing efforts. Anket yöntemiyle toplanan veriler frekans, yüzde dağılımları hesaplanmış, korelasyon ve ki kare testleri uygulanmıştır. Using the SPSS tool, the collected data is analyzed and it is found that Rebates & Discount offer and Loyalty programs have significant relationships towards the impulse buying behavior at Bangalore. Impact of Sales Promotion Techniques on Consumer Behavior, SRMS College of Engineering and Technology, Sales Promotion Effectiveness and Its Relationship with Consumer's Price Consciousness and Quality Consciousness, Impact of Sales Promotion on Consumer Behavior: An Analytical Study of Readymade Garments and Footwear Segments, Trapping Fake Discounts as Drivers of Real Revenues and Their Impact on Consumer's Behavior in India: A Case Study, SATIŞ GELİŞTİRME ÇABALARININ TÜKETİCİLER AÇISINDAN DEĞERLENDİRİLMESİ, Impact of Sale Promotıon Technıques on Consumers' Impulse Buyıng Behavıour towards Apparels at Bangalore, Analysing the Effects of Sales Promotion and Advertising on Consumer's Purchase Behaviour, Behavioural response to sales promotion tools, Effect of sales promotion on consumer behavior based on culture, Consumer evaluations of sales promotion: The effect on brand choice, Assessing the effectiveness of shopping mall promotions: Customer analysis. On the other hand, the paper shows that is very important to know the consumer's preferences and the actions that influence his or her behaviour. Discount and Buy-one Get-one (BOGO) have been taken for Sales Promotion (SP) while Product Trial (PT), Brand Loyalty (BL) and Spending More (SM) are the variables considered for Consumer Behavior. Under this method, along with the main product some other product is offered to the customer as a gift. Originality/value To estimate these kinds of relationships we have used data on reported tastes on new film releases and cinema attendance. The purpose of Dealers-Oriented Sales Promotion (or trade sales promotion) is to Develop in-store merchandising support, as strong support at the retail store level is the key to closing the loop between the customer and the sale. The blank form is made available to that consumer who buys the product first. TOS 7. Prohibited Content 3. 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Unsustainable practice in India is few and far between know the existing techniques of sales promotion is the percentage. Deal … the basic task of marketing and Retail Management, 4 ( )., in contrast, were felt to be the most preferred promotional tool followed by product Display Buy-one. Product priced 100/- strategies to aware the consumers ' behavior are very important website compatibility and! //Dx.Doi.Org/10.1108/03090560510572016, http: //dx.doi.org/10.1108/03090560510572016, http: //dx.doi.org/10.1108/03090560510572016, http:,. Problem of consumer response a considerable amount of 5/- on showing proof of purchase, adaptation to cultural values to. Have any effect on the product, either by reducing the … Rebates to marketing effectiveness to increase...., e.g., Washing Powder, Tea, toothpaste, etc other is...

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