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Persson, Per-Göran. "Modeling the impact of sales promotion on store profits." Doctoral thesis, Handelshögskolan i Stockholm, Centrum för Konsumentmarknadsföring (CCM), 1995. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-883.
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Millions of dollars are spent each year on sales promotion in grocery retailing. Despite this, no one really knows wheter promotions for individual items have positive, neutral, or negative effects on the store’s total profits. In this dissertation, an attempt is made to build a framework model that can be used to predict and evaluate how specific promotions affect item-level, category-level, and store-level profits. One major contribution is that the proposed model specifically incorporates store-traffic and cannibalization effects. The book consists of four parts: the first part is a review of the literature on sales promotion. The second part describes the development of a model for measuring the profit of retailer promotions. The third part shows the impact of sales promotion on profits for a number of hypothetical products. The fourth part measures the profit impact of sales promotions for 15 items in three product categories. The data used in this study were collected in a Swedish supermarket in cooperation with ICA.Diss. Stockholm : Handelshögskolan, 1995
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Persson, Per-Göran. "Modeling the impact of sales promotion on store profits /." Stockholm : Foundation for Distribution Research, Economic Research Institute, Stockholm School of Economics [Fonden för handels- och distributionsforskning, Ekonomiska forskningsinstitutet vid Handelshögsk.], 1995. http://www.hhs.se/efi/summary/396.htm.
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BOZIC, Maja. "Impact of the retail environment drivers on sales and demand forecasting." Doctoral thesis, Università degli studi di Cassino, 2021. http://hdl.handle.net/11580/84146.
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The Ph.D. dissertation, Impact of the retail environment drivers on sales and demand forecasting, aims to explore and study the influence of the retail environment patterns on sales and demand forecasting. The uncertainty of the retail environment influenced by the complexity of the supply chain and demand management put out the range of drivers that can influence the dynamics of demand and sales and the tendency to develop more functional tools to capture them.
In the first chapter, The concept of the environment and external impact on the forecasting in retailing, it is outlined the main research on the environment in the literature, focusing on the concept of uncertainty, complexity especially in the domain of retailing. The network analysis on citation data benefits the research on certain trends in the literature about environmental patterns on forecasting activities. Results are outlined in the theoretical framework of research trends and the concept of the retail environment for the decision-making process in forecasting.
In the second chapter, Influence of the internal and external drivers on consumers’ visits and sales productivity, the explorative analysis focuses on analyzing the effect of the internal retail environment, as the retail format and assortment level, on the consumers’ visits and it is hypothesized whether the external (competition distance, public holidays) and internal drivers (promotions, assortment level, customer visits) affect the sales productivity in different store’s formats. Results show that both promotions and competition distance positively influence sales productivity and it variates based on the store format.
The third chapter, The causal effect of the environmental and promotional variables on the sales forecasting, studied the type of relationships between the environmental and internal drivers on the sales forecasting, looking for the causality and functional links. Using the linear and additive models shows that, additive models can allow the together nonlinear and linear functions between the macro variables (CPI, Fuel Price, Unemployment and Temperature) and internal micro (promotions) capturing better the dynamics of effects on sales and perform better in terms of prediction.
In the previous explorative analysis, the focus is on looking at possible causal links between the external, internal drivers and sales. In the fourth chapter, The added value of the competition information in demand forecasting, matching closer the business reality, it has been studied the effect of the external variables in the short-term demand forecasting. Using DIY (Do-It-Yourself) stores’ demand and sales data it is analyzed the influence of the competitions’ promotional discounts on the weekly demand at SKUs (Stock Keeping Unit) level. Results show that if the SKUs have high sold quantity and promotions more weeks in the year the inclusion of competitors’ promotional discounts may improve the demand-forecasting model, while SKUs that have the stable demand and are not often discounted the simple linear model without external competition’s variables works better.
The final chapter, Conclusions, limitations and future research, discuss the main conclusions, academic, practical implications and future research. The research contributes both to the literature and retail practice. There is, still, the lack of studies of the external influence on the demand and sales forecasting. Retail managers may use these insights to extract important information from the environment and to apply different solutions based on the complexity of the business problem. Focal promotions and competitive promotional actions create a significant impact on consumer demand. The complex nonlinear model with the external variables may work better in a situation of enlarging retail business and where its high impact on the market creates dynamics interactions, while the simple linear models can provide efficient solutions in an already stable and easily predicted competitive market.
The limitation of this research is the missing variety of external and internal data that can help to find the optimal model. The future research will be in direction of creating the optimal model with external and internal variables that may be the efficient solutions to the large amount of SKUs and useful managerial tool for scanning the environment.
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Sogoni, Vuyo Monwabisi Vula. "The impact of the marketing communications mix on the purchase decisions for pharmaceuticals in South African Public Health Sector." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/d1021030.
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A significant amount of pharmaceutical marketing literature is available. Most of this marketing has doctors, physicians and specialists as main target audience due to the fact that, historically, these medical professionals were the main pharmaceutical purchase decision makers. Pharmaceutical marketing literature has, historically, also been biased towards the private health sector for obvious reasons as the private health sector constitutes the minority of the pharmaceutical market but with a significantly enormous purchasing power than the public healthcare market, constituting the biggest pharmaceutical market in numbers. It is not surprising therefore that majority of pharmaceutical marketing models have been tailor made for the private healthcare market as the growing number of pharmaceutical companies compete for a piece of the small but extremely profitable private healthcare market. South Africa is no exception as it reflects exactly the same pharmaceutical landscape as described above. For growth purposes, pharmaceutical companies have been showing a continued interest in the public healthcare market in Africa as the vast numbers of the African population present an opportunity for pharmaceutical sales. The inspiration of this research study emanated from the realisation that, in order for pharmaceutical companies to take advantage of the looming African opportunity, there is very little literature on pharmaceutical marketing in the public health sector of which majority of the African market constitutes. This study therefore investigates the impact of marketing communication mix elements on pharmaceutical purchasing decisions for pharmaceuticals in the public health sector in South Africa. Personal selling, public relations and promotions are the marketing communications mix elements being investigated in this study as they are the most commonly utilised in the pharmaceutical industry. Therefore, the study aims to develop an understanding on which of the chosen marketing communications mix elements has the most influence on the pharmaceutical purchasing decisions in the context of the public health sector in South Africa. The study also aims to explore the causal effects of such influences in the public health sector in South Africa. The findings will be valuable to pharmaceutical marketers that are trying to tap in the public health sector market as it is different from the private health sector. The study employs more qualitative approach. A small sample was utilised from the public health sector in the Eastern Cape Province in South Africa. Semi structured interviews were used to collect data which was analysed using grounded theory data analysis methodology. Empirical results revealed that personal selling influences pharmaceutical purchasing decision the most and promotions the least. Mitigating factors were uncovered to assist in optimising the marketing communication efforts for marketers in this sector.
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Westberg, Kathleen J., and n/a. "The Impact of Cause-Related Marketing on Consumer Attitude to the Brand and Purchase Intention: A Comparison with Sponsorship and Sales Promotion." Griffith University. School of Marketing, 2004. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20050211.124210.
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Cause-related marketing is an emerging area within the marketing discipline, originating in the United States in the 1980s. This thesis defines the term cause-related marketing as a marketing strategy whereby the firm makes a contribution, financial or otherwise, to a nonprofit organisation(s) contingent upon the customer engaging in a revenue providing exchange that satisfies business and individual objectives. This strategy may include additional elements such as sponsorship, sales promotion, co-branding and employee involvement. -- In examining the literature relating to cause-related marketing, a need for further research was identified for a number of reasons. First, there is considerable investment and growth in this strategy both in Australia and overseas. Second, academic and practitioner research have indicated strong consumer support for the concept of cause-related marketing, yet there has been limited evidence to date regarding the effectiveness of this strategy, especially in comparison to other marketing strategies. Finally, in an increasingly challenging business environment, marketing practitioners are seeking to explore new strategies and the efficacy of traditional forms of marketing communications is subject to debate. As such, this thesis explored the following research questions: What is the impact of cause-related marketing on the consumer's response in terms of attitude to the strategy, attitude toward the brand and purchase intention? Do consumers respond more positively toward cause-related marketing than toward sponsorship or sales promotion? To address these questions, an experimental research design incorporating self-administered questionnaires was used. The major finding of this research is that consumers may have a more favourable attitude to cause-related marketing than to either sponsorship or sales promotion, however the brand must be perceived to have a natural association or fit with the cause. Further, cause-related marketing has the ability to engender a more favourable change in attitude to the brand than does sales promotion. This change in attitude is affected by the consumer's attitude to the strategy itself. This study did not, however, demonstrate that exposure to cause-related marketing, sponsorship or sales promotion had a significant effect on purchase intention. Finally, neither gender nor personal values have been shown to influence the above outcomes. The findings of this research have a number of practical implications for the effective use of cause-related marketing.
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Westberg, Kathleen J. "The Impact of Cause-Related Marketing on Consumer Attitude to the Brand and Purchase Intention: A Comparison with Sponsorship and Sales Promotion." Thesis, Griffith University, 2004. http://hdl.handle.net/10072/366195.
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Cause-related marketing is an emerging area within the marketing discipline, originating in the United States in the 1980s. This thesis defines the term cause-related marketing as a marketing strategy whereby the firm makes a contribution, financial or otherwise, to a nonprofit organisation(s) contingent upon the customer engaging in a revenue providing exchange that satisfies business and individual objectives. This strategy may include additional elements such as sponsorship, sales promotion, co-branding and employee involvement. -- In examining the literature relating to cause-related marketing, a need for further research was identified for a number of reasons. First, there is considerable investment and growth in this strategy both in Australia and overseas. Second, academic and practitioner research have indicated strong consumer support for the concept of cause-related marketing, yet there has been limited evidence to date regarding the effectiveness of this strategy, especially in comparison to other marketing strategies. Finally, in an increasingly challenging business environment, marketing practitioners are seeking to explore new strategies and the efficacy of traditional forms of marketing communications is subject to debate. As such, this thesis explored the following research questions: What is the impact of cause-related marketing on the consumer's response in terms of attitude to the strategy, attitude toward the brand and purchase intention? Do consumers respond more positively toward cause-related marketing than toward sponsorship or sales promotion? To address these questions, an experimental research design incorporating self-administered questionnaires was used. The major finding of this research is that consumers may have a more favourable attitude to cause-related marketing than to either sponsorship or sales promotion, however the brand must be perceived to have a natural association or fit with the cause. Further, cause-related marketing has the ability to engender a more favourable change in attitude to the brand than does sales promotion. This change in attitude is affected by the consumer's attitude to the strategy itself. This study did not, however, demonstrate that exposure to cause-related marketing, sponsorship or sales promotion had a significant effect on purchase intention. Finally, neither gender nor personal values have been shown to influence the above outcomes. The findings of this research have a number of practical implications for the effective use of cause-related marketing.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
School of Marketing
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Hlela, Sinegugu. "The impact of brand equity on consumer buying behaviour among bottom of the pyramid consumers in South Africa: A case study of Parmalat yoghurt." Master's thesis, Faculty of Commerce, 2019. http://hdl.handle.net/11427/31580.
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There has been significant research done on the impact of branding on consumer buying behaviour over the years, however, consumers at the bottom of the pyramid (BoP) have been ignored and very little research has been done in the South African market. This study examines the impact of brand equity on purchase intention of Parmalat yoghurt in the South African BoP market using socio-economic status, price sensitivity and sales promotion as mediating variables. Data was collected from 289 South African BoP consumers residing in Soweto. The study tested six hypotheses using PLS- SEM. Data was analysed using SmartPLS software. The results show that of the six hypotheses tested, only three are supported, namely, the relationship between brand equity and socio-economic status, socio-economic status and purchase intention and price sensitivity and purchase intention. Socio-economic status as a mediator has the most significant impact on the relationship between brand equity and purchase intention. The findings of this study give some implications for managers and marketers of yoghurt brands. Brand equity influences on purchase intention of yoghurt products and socio-economic status has the strongest mediating influence suggesting that companies must build and maintain strong brand equity in order to create a positive influence on purchase intention for their brands. Managers need to understand the underlying reasons as to why consumers would choose a competitor’s brand. Based on this study, socio-economic status and price sensitivity are the two most influencing mediators in the purchase intention of yoghurt, thus it is imperative for managers to take this into consideration when devising and implementing branding strategies.
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Baughman, Katherine C. "Can A Celebrity Make A Retail Company? The Impact of Video Endorsements on Nike and Under Armour’s Profits and Stock Performances (2010-2017)." Scholarship @ Claremont, 2018. http://scholarship.claremont.edu/scripps_theses/1118.
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What role do celebrity endorsements play in determining the success of a sports apparel company brand, such as Nike, Inc. (Nike) and Under Armour? Each year, Nike and Under Armour spend hundreds of millions of dollars marketing their athletic apparel, footwear, accessories and gear using paid celebrities and professional athletes. Can marketing videos prominently featuring inspirational athletes increase a company’s profitability and stock price value, and lead to stronger brand recognition that could not only convince its current customers to buy products, but also reach new consumers and expand its revenue?
By collecting data on Nike and Under Armour’s YouTube videos from July 2010 to November 2017, this study uses characteristics of the companies’ videos, such as professional athletic presence, gender, purpose, intended audience and number of views, to determine whether a celebrity is consistently positively correlated with stock price changes. Two tests produced conflicting results: Celebrity presence was only statistically significant in positively affecting Under Armour’s daily stock price immediately, but not in either company’s weekly or monthly stock prices. Additionally, lack of celebrity presence was statistically significant in negatively impacting Under Armour’s change in monthly stock price. These mixed results demonstrate the debatable impact a celebrity endorsement has on a company’s stock market valuation. The conclusion discusses potential factors that may have contributed to Under Armour’s stock price fall.
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Linnik, Y. N. "Sales promotion rules." Thesis, Вид-во СумДУ, 2005. http://essuir.sumdu.edu.ua/handle/123456789/19899.
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Conte, Carolina <1988>. "Sales promotion effectiveness." Master's Degree Thesis, Università Ca' Foscari Venezia, 2012. http://hdl.handle.net/10579/1581.
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Cloonan, Caroline. "Le lien entre satisfaction et fidélité du consommateur dans le secteur de l'habillement : impact de l'usage des marques et des soldes." Thesis, Paris 9, 2014. http://www.theses.fr/2014PA090049.
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Ce travail doctoral se situe dans le courant des approches comportementales en promotion des ventes. Les recherches antérieures ont omis de prendre en compte l’effet d’une variable importante, l’usage effectif des produits et des marques sur le comportement des consommateurs en matière de satisfaction et de fidélité. Dans cette thèse, nous analysons, dans le domaine de l’habillement, l’impact des dispositifs promotionnels et des soldes sur la satisfaction et la fidélité du consommateur, ainsi que le rôle médiateur de l’usage effectif des produits et des marques acquis par les consommateurs. En particulier, nous étudions l’effet direct du contexte d’acquisition, notamment en promotion, en soldes ou en outlet, sur la satisfaction du consommateur envers la transaction. De plus l’effet indirect de la fréquence d’usage des produits de la marque sur lien entre satisfaction et fidélité du consommateur est étudié. Afin de répondre à ces questions, un panel d’inventaire et d’usage, appartenant aux méthodes du journal personnel, a été mis en place afin de suivre les acquisitions et les usages des marques par des consommateurs. Nous mettons en évidence que si la satisfaction envers les transactions au bénéfice d’une marque influence négativement la fidélité, cet effet est compensé par la fréquence d’usage de la marque. Plus le consommateur est satisfait d’une transaction plus il utilise le produit et est enclin à être fidèle à la marque. En conclusion, certaines modalités du contexte d’acquisition dont les soldes et les ventes outlet présentent ainsi un potentiel de fidélisation du consommateur par la fréquence d’usage plus importante qui résulte de la satisfaction plus élevée dans ces contextesWithin the behavioral research in sales promotion, the product and brand usage is almost never taken into account by researchers, in spite of its relevance as a mediating variable between sales promotion and satisfaction or loyalty. This research, applied to clothing, aims at studying the direct effect of the product acquisition context; and more specially the effect of a price discount, seasonal and outlet sales; on consumer transaction-Specific satisfaction. Moreover, the indirect effect of brand usage frequency on the link between satisfaction and customer loyalty is studied. To address these research questions we used a diary method study. This study aims to monitoring every week consumer’s purchases and clothing usage. Our results indicate that if the transaction-Specific satisfaction with a brand is negatively linked to consumer loyalty, it is compensated by increased brand usage frequency. The more a consumer is satisfied with the transaction, the more he uses the product and is likely to be loyal to the brand. Thus, as consumer transaction-Specific satisfaction is higher for purchases during seasonal sales or outlet sales than without these offers, it allows indirectly brands to build consumer loyalty
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MacGregor, David. "Sales promotion : a managerial perpective." Thesis, Lancaster University, 2010. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.619274.
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Sales promotions, although ill defined and under theorised. have long been a part of the marketing communications mix and used by brands in a variety of ways in many different contexts. Much of the research that examines sales promotions has done so from a rational economic or behaviourist perspective. Whilst acknowledging the contribution of such ontologies, it is argued that there has been limited examination of sales promotions from a managerial perspective. What has been produced tends to be largely prescriptive and written for practitioners. In this thesis the ontology of critical realism has been used to develop a conceptual framework that treats sales promotions as individual entities taking place within organisational and market structures. This conceptual framework has been used to analyse empirical data collected from thirteen smaller U.K. brands drawn from a diverse set of product categories and industries. Four in-depth case studies are presented with rich, fine-grained insights into the behaviours of those involved in such activities and the subsequent outcomes; in particular the contemporary practices of managerial actors involved in the conception. commissioning and implementation of sales promotions activities. The results of a further 9 case studies are also presented in summary form. In each case the conceptual framework proves largely effective in interpreting the likely causes of the form that the sales promotion took and its subsequent outcomes. It is claimed that the research made the following contributions to the study of sales promotions: 1) a re-examination of the definitional discourse that informs sales promotion and the development of a new definition: 2) the early and successful use of the combination of a critical realist oncology and case study 3) that the forms and outcomes of sales promotions can be better understood as being dependent on causal explanations of involving organisational and business contexts and 4) the development of a model that integrates diverse contextual (actors from both within and outside of the organisation in order to inform the managerial practice of deploying and managing sales promotions. The products of the study argue for a deeper and more sophisticated treatment of the way that sales promotions are researched, operate and are managed. The findings also suggest that both the method and the results have wider implications for the study of sales promotions, marketing communications in general and marketing practice.
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Линник, Юлія Миколаївна, Юлия Николаевна Линник, and Yuliia Mykolaivna Lynnyk. "Environmental claims for sales promotion." Thesis, Видавництво СумДУ, 2005. http://essuir.sumdu.edu.ua/handle/123456789/8428.
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Obawole, Olufemi. "LONG TERM EFFECTS OF SALES PROMOTION ON THE SALES OF BEVERAGES." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12834.
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Johnson, Guillaume Desire. "The impact of the identification process and the corporate social responsibility process on the effectiveness of multi-racial advertising in South Africa." Thesis, Rhodes University, 2008. http://hdl.handle.net/10962/d1008263.
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Selecting actors to appear in an advertisement is an important decision which has a crucial impact on the effectiveness of an advertising campaign. The same message, delivered by different actors, produces varying outcomes among consumers. This dilemma concerning the choice of actors occurs particularly in multi-racial societies, such as South Africa, where advertisers have to target different sectors of the community. In multi-racial societies, the choice of actors in advertisements goes beyond the usual commercial reasons. Indeed, two dimensions are generally conferred to multi-racial advertising. Firstly, the use of multi-racial representations allows for the targeting of a wider population that also owns a wider purchasing power. Marketers who want to market their brand use, for example, white and black actors so that white and black consumers can identify with the actors and recognize themselves as the target of the advertisement. Secondly, the multi-racial representations of this type of advertising hold a social role that counteracts the segregated depiction of the society. Consumers who are exposed to a multi-racial advertisement might perceive this social dimension and attribute a social responsibility to the advertisement. The purpose of this thesis is to examine the influence of the above dimensions on the effectiveness of a multi-racial advertisement. On the one hand, this study investigates the Identification Process followed by a consumer exposed to a multi-racial advertisement. On the other hand, it examines how consumers attribute a social responsibility to a specific multiracial advertisement and how this attribution, in turn, influences their responses to the advertisement and brand. Finally, the impacts of both of these dimensions on consumer behaviour are compared and the most persuasive dimension is identified. This thesis draws on Attribution Theory and Identification Theory in arguing that there are strong economic imperatives for adopting a multi-racial advertising approach. The thesis develops a conceptual framework and tests empirically hypotheses regarding the key constructs and moderating variables. The empirical results point out that both dimensions symbiotically influence the effectiveness of a multi-racial advertisement. Specifically, the results highlight that the social responsibility attributed by the viewers to the advertisement influences their behaviour more than the Identification Process.
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Solilyak, Maryna. "Gender Differences in Response to Sales Promotion." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-262324.
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Today, more and more similar products in one product line appear on store shelves, and buying decisions have become more complicated for the consumer. Despite this, producers have a clear vision that one of the most effective tools that can be used to distinguish their products is sales promotion. Nevertheless, every customer is unique, and the responses to sales promotion tools differ as well. The reason for sales promotion campaigns success depends on the depth of understanding of consumer behaviour. In order to create a successful communication campaign, marketers should be aware in the best ways of reaching the desired consumers. In this work we will take a look at the gender differences in consumer behaviour. In particular, we would like to see different responses toward men and women toward sales promotion campaigns.
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Šebesta, Miroslav. "Sales promotion strategies in Procter&Gamble." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359294.
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The thesis gives comprehensive overview on the topic of sales promotions. The special focus is devoted to activities of Procter & Gamble on the Czech market. With increasing importance of sales promotions on the Czech market, the thesis aims to introduce main academic findings concerning sales promotions and test them on brands of Procter & Gamble. The next goal is to find out whether sales promotion strategies of Procter & Gamble provide a competitive advantage for the company on the Czech market. Using statistical and comparative methods, the thesis brings valuable conclusions for both marketers and academics. It was found out effects of Procter & Gamble sales promotions are in line with academic theories and its sales promotion strategies provide competitive advantage for the company.
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Garrett, K. Jason. "Essays on improving sales performance." Diss., Columbia, Mo. : University of Missouri-Columbia, 2006. http://hdl.handle.net/10355/4353.
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Thesis (Ph.D.)--University of Missouri-Columbia, 2006.The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on May 1, 2009) Vita. Includes bibliographical references.
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Бондаренко, Алла Федорівна, Алла Федоровна Бондаренко, Alla Fedorivna Bondarenko, and V. S. Piven. "Advantages and drawbacks of sales promotion of goods." Thesis, Sumy State University, 2020. https://essuir.sumdu.edu.ua/handle/123456789/80926.
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Матеріал присвячений питанням стимулювання збуту продукції в сучасних умовах.Материал посвящен вопросам стимулирования сбыта продукции в современных условиях.
The material is devoted to the promotion of product sales in modern conditions.
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Yang, Shilei. "Supply chain sales promotion : the operations and marketing interface." Online access for everyone, 2007. http://www.dissertations.wsu.edu/Dissertations/Summer2007/s_yang_062707.pdf.
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Müllerová, Lucie. "Effectiveness of Sales Promotion Tools in the FMCG Sector." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-85281.
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The overall goal of this thesis is to draw relevant conclusions about the nature, impact and characteristics of sales promotions within the category of ready-to-eat cereals, based on thorough analysis of their effects. It is studied, whether sales promotions are beneficial or not for the long-term sales and how the shopper behaviour is influenced by the sales promotion activities. The effects of sales promotion on the overall consumption in the category are analyzed and other factors influencing the consumption are observed.
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Adjagbodjou, Paulin. "Aligning Sales Promotion Strategies With Buying Attitudes in a Recession." Thesis, Walden University, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=3688485.
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Some managers lack an effective strategy for aligning sales promotion strategies with consumers' buying attitudes in a recession. The intent of this comparative design was to determine the most effective sales promotion strategy for sales improvement and business sustainability during a recession. The theories of (a) sales promotions, (b) consumer behavioral metrics, (c) price reductions, and (d) strategy in a competitive environment represented the theoretical framework that grounded and complemented this research. Using a confidential paper-based survey and random sampling method, preference data were obtained from 287 consumers in retail stores located in a city in the southern United States. This analysis comprised examining the effects of types of sales promotions and gender of customers. Statistical tests for the data analysis encompassed a 4X2 ANOVA and Bonferroni post hoc tests for mean pairs. The principal findings from the analysis were that there is a significant difference in buying attitudes means among the 4 types of sales promotion in a recession [F(3, 279) = 101.360; p = .000 < .001; Partial &eegr;² = .522]. However, there is no significant difference in buying attitudes means in a recession [ F(1, 279) = .000; p = .999 > .05; Partial &eegr;² = .000] between genders. Price discount strategy had a higher buying attitudes mean than did any other type of sales promotion under study for both genders. The most effective strategy for aligning sales promotions with buying attitudes in a recession is price discount. Implications for business practice and positive social change include the sales increase in a recession, improvement of lifestyle of individuals, and reduction of negative tendencies such as crime and poverty associated with unemployment.
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Marques, Kenneth. "The development of a generic integrated model of promotional management for purposes of optimising organisational turnover growth and increased profits from sales promotional activities." Thesis, Port Elizabeth Technikon, 2003. http://hdl.handle.net/10948/119.
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This paper concerns itself with the devising of a model which organisations can consult when considering hosting any sales promotional activities. The success regarding profits derived from these sales promotions activities vary. These anomalies prompted a further investigation into the need for a single promotional model which could be utilized in varied business environments to optimize profits derived from sales promotions. The uniqueness of the South African environment was also taken into account when considering the various criteria in the development of the model. Sensitivity with regards to the types of barriers peculiar to South Africa is vital. The following excerpt from East Cape Weekend (An Eastern Cape newspaper) reinforces the belief that there are factors to which global environments are not exposed, and thus, the model should and will be designed to cater for these South African peculiarities by virtue of the fact that it will be based on the critical success factors of successful South African retail organisations. Resistance to technological progress due to the threat of possible job redundancy is one of the South African peculiarities that is referred to in the East Cape Weekend 09/06/2001 Michelle Pugh-Parry, “Controversial telephone technology will make paying bills safer”. Besides safety and convenience, the system can alleviate the R600m PE municipal areas debt, yet the union has outwardly rejected the plan and stormed the municipal buildings, protesting that it may cause job loss. It is precisely this type of peculiar barrier to progress that the author intends to accommodate for in the devising of his model. South African organizations will be considered when performing the empirical and primary studies in order to formulate a model that has been adapted to and caters for local needs due to its fundamental aspects being based on the South African circumstance. The information in this study contains the analysis of promotions in a broad context in terms of the following six facets of retail management, namely, operations, human resources, marketing, organizational behaviour, economics and strategies. The results of an analysis of promotional activities used by organizations in the Port Elizabeth municipal area was gained via the application of a questionnaire. An empirical study was performed and provided information that could be used in the development of a promotional model. The application of the model, benefits to whom and importance of the model was debated in the summary, conclusions and recommendations. The table of contents follows.
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Berter, Emma, and Christina Blomqvist. "Online Consumer Sales Promotion : A study of four American companies' websites." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-5013.
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Title: Authors: Advisor: Level: Keywords: Question: Purpose: Method: Theoretical framework: Empirical studies: Conclusions:
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Peattie, Sue. "The suitability of sales promotion competitions as a social marketing tool." Thesis, University of South Wales, 2002. https://pure.southwales.ac.uk/en/studentthesis/the-suitability-of-sales-promotion-competitions-as-a-social-marketing-tool(e8fd3432-32b9-46a2-bdbe-c650ccf18d50).html.
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Marais, Heleneze Tiane. "Black Generation Y students' attitudes towards sales promotion techniques on low involvement products / Heleneze-Tiane Marais." Thesis, North-West University, 2013. http://hdl.handle.net/10394/10108.
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The increasing competition and the predicted changes in the retail sector are pressurising marketers to be more competitive in order to ensure that their brands are amongst the leading brands. Marketers need to constantly develop innovative marketing strategies to create brand awareness, as well as to stimulate demand for specific brands. An important tool in this regard is the marketing communication mix, of which sales promotion is one of the most effective elements in the fast moving consumer goods (FMCG) sector. It is the responsibility of marketers to select the most appropriate sales promotion technique for a specific market segment or, more specifically, to select the most appropriate technique to effectively encourage the desired effect on the consumer buying behaviour. The South African Generation Y cohort (individuals born between 1986 and 2005) accounts for 40 percent of the total South African population and the black Generation Y portion represents 84 percent of the total South African Generation Y cohort. Those involved in attaining a tertiary qualification are likely to represent the future ‘Black Diamonds’ who represent South Africa’s growing prosperous African middle class that have experienced a 39 percent yearly growth rate in their spending power. Therefore, the black Generation Y student cohort is a very attractive market segment and it is critical to determine what sales promotion techniques are preferred by this specific market segment. The purpose of this study was to analyse the black Generation Y students’ attitudes towards different sales promotion techniques on low involvement products, since low involvement products tend to be more responsive to sales promotion techniques. For this study, the target population comprised black Generation Y students registered at the 23 South African registered public HEIs. From the sampling frame, a non-probability judgment sample of one traditional university and one university of technology in Gauteng was selected. Thereafter, a non-probability convenience sample of 600 black students from the selected HEIs aged between 18 and 24 years was drawn. A self-administered questionnaire was hand delivered to the lecturers and distributed to the respondents during one lecture period. The questionnaire requested respondents to indicate on a six-point Likert scale their attitudes towards four sales promotion techniques on 20 items as well as to provide certain demographic data. The findings of this study indicate that black Generation Y students have an overall positive attitude towards the sales promotion techniques measured in this study and that these techniques are suitable for inducing specific consumer buying behaviours concerning low involvement products. Furthermore, the findings indicate that buy one get one free and free sample offers are the most preferred sales promotion techniques and are more likely to exert an influence on consumer buying behaviours than the other sales promotion techniques. Insights gained from this study will help both marketers and retailers to understand current black Generation Y consumers’ attitudes towards sales promotion techniques, as well as to understand which sales promotion techniques are preferred and most likely to influence specific consumer buying behaviours.Thesis (MCom (Marketing management))--North-West University, Vaal Triangle Campus, 2013
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Görtz, Gunnar. "Verbraucherspezifische Promotionwirkungen." Wiesbaden : Deutscher Universitätsverlag, 2006. http://dx.doi.org/10.1007/978-3-8350-9183-2.
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Rudek, Stefanie. "Organisation der Verkaufsförderung bei Konsumgüterherstellern /." Wiesbaden : Gabler, 2008. http://d-nb.info/987715070/04.
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Foekens, Eijte Willem. "Scanner data based marketing modelling : empirical applications /." Capelle a/d IJssel : Labyrint Publ, 1995. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=007021048&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.
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Tietje, Brian C. "Promotional enhancement theory : a model for designing promotions that enhance brand evaluations /." Thesis, Connect to this title online; UW restricted, 1999. http://hdl.handle.net/1773/8806.
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McComb, Thomas. "The implementation of the suggestive selling training program for the employees of the XYZ resort and casino." Online version, 2000. http://www.uwstout.edu/lib/thesis/2000/2000mccombt.pdf.
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Targett, Paul Barrie. "Marketing Strategies to Improve Online Sales." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6134.
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Marketing executives of traditional retail firms who lack strategies to expand e-commerce business, can experience inhibited growth, higher transaction costs, and a loss of competitive advantage. The purpose of this qualitative single case study was to explore marketing strategies that marketing executives of a traditional retail firm used to improve online sales. Eight purposefully selected marketing executives in the head offices of a large traditional retail business in South Africa who had implemented effective marketing strategies to improve online sales participated in the study. Social exchange theory was the conceptual framework for the study. The data collection process entailed face-to-face semistructured interviews and review of company and industry-specific documentation. Data were coded and analyzed to identify emergent themes: the use of customer relationship management to drive marketing strategies; positive exchange relationships that are primarily measured in economic and benefit-orientated terms; trust that relies on safety, security, and privacy of transactions; and reciprocity in the relationship that is facilitated through electronic word of mouth and social media. The implications for positive social change from increased profitability include increased employment opportunities in the local community, improved working conditions and benefits for employees, and increased charitable contributions locally, thereby improving the quality of life for employees and the community.
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Tai, Chung-Hsien, and 戴仲賢. "The Impact of Joint Sales Promotion on Profit under Different Market StructuresMarket Structures." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/36854634922638594143.
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碩士國立雲林科技大學
企業管理系碩士班
91
Under sever industrial competition, joint sales promotion strategies are to integrate the marketing resources from other enterprises to increase product sales and become one of feasible strategies for small-and-medium enterprises. However, the past literature of economics neglects the effects of brand on product sales. In practice, joint sales promotion combines the products sales of different brands but little research has been conducted on the effects of products with different brand equity on joint sales promotion. Bases on the situation, the study aims at firm profit and constructs a joint sales promotion model, analyzing the effects of brand equity and relationship of composite products on joint sales promotion under different types of market competitions. Optimal joint pricing strategies of joint sales promotion are studied and strategic suggestion is also proposed for firms. The study results come as follows: 1. Pure component strategy When the complement level of the products from oligopoly and monopoly markets is high, monopoly firms will be affected by oligopoly products and their monopoly power over monopoly products will be diminished, forcing monopoly firms reduce product prices to increase consumer purchase. When oligopoly firm products with high brand equity will lead to spill-over effects on complementary monopoly products and increase the sales of complementary products from oligopoly firms. 2.Mixed-joint sales promotion When the brand equity of monopoly products or the complementary level of products is higher, the possibility of direct price competition is reduced between two oligopoly firms, one of which is involved in joint sales promotion, leading monopoly firms increase product prices and sales. Conversely, when the brand equity of monopoly products or the complementary level of products is lower, the oligopoly firms equally share the market of oligopoly products. Besides, the oligopoly firms which are not involved in the joint sales promotion will be forced to withdraw from the market. 3.Pure-joint sales promotion When pure joint sales promotion occurs, firms will form a kind of collaboration, and products will be priced higher than those of mixed joint sales promotion. This is an advantageous strategy and leads to bigger profit that other two strategies for cooperated oligopoly firms, no matter of what kinds of complement between or brand equity of monopoly products is. The only exception is pure joint sales promotion won’t increase of the profit of two cooperated firms when both of complement between or brand equity of monopoly products are low.
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LIU, YING-JU, and 劉盈汝. "The Impact of Promotion Frequency on Purchase Intention─ Purchase Frequency, Restrictive Sales Promotion, and Product Category as a Moderator." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/10739496744454304657.
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碩士國立高雄餐旅大學
觀光研究所
105
Generally speaking, the purposes of promotion are expanding consumers and enhancing the willingness of purchasing to create more sales. Therefore, this study attempts to explore the different of purchase intention toward the different of promotion frequency, and examine the moderating effect by the purchase frequency. Two studies were conducted to verify the hypotheses using between-subjects experimental designs. University students were recruited as research subject via convenience sampling. Study 1 is one-way ANOVA, and study 2,3,4 are two-way ANOVA. Findings reveal that consumers’ purchasing intention in high frequency promotion will be higher than moderate and low frequency promotion. Consumers’ purchasing intention will be moderated by purchase frequency. When consumer's purchase frequency is high, promotion frequency is significant. However, there is no significant difference in low purchase frequency. Consumers’ purchasing intention will be moderated by restrictive sales promotion. Promotion frequencies are significant in time-restriction and quantitative scarcity. Consumers’ purchasing intention will be moderated by product category. When product category is luxury, promotion frequency is significant. However, there is no significant difference in staple merchandise. Through the results of the study, we can understand consumers’ purchase intentions in different promotions. Enterprise gets profits; in the meanwhile, consumers can strengthen the value in their minds. Two parties have a win-win situation in promotion.
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Loan, Tran Thi Thanh, and 陳氏青鑾. "The Impact of Sales Promotion on Customer Buying Behavior toward Personal Care Products in Taiwan." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/78291952233821912383.
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碩士南台科技大學
企業管理系
100
Nowadays, in the global context of open market electronics, customer has become the king. A consumer is in a position to influence manufacturer, marketer regarding content of product, size and quality. Who can satisfy customers then will have strong position in the market. As a result, competition is becoming very tough. Marketing becomes one of the most important tools for marketer, manufacture in every field, especially in product market. There were many researches, articles about the rule of marketing tools for example advertisement, sales promotion…Sales promotion is more and more popular, each player is trying to attract more customer through different sales promotion activities. But the exact picture of the impact of sales promotion on customer’s buying behavior is unclear to retailer. So this research tries to find out the impact of sales promotion on customer buying behavior toward personal care product in Taiwan where retail market is developing strongly. This study, I investigated the relationship between 4 tools of sales promotion and customer attitude, buying behavior toward two different groups of personal care products according to 6 dimensions (such as coupon, price discount, buy one get one, free sample, attitude, buying behavior). The study use spss and amos to analyze the data. The results show that these four tools of sales promotion have positive effect on customer buying behavior. Buy one get one has strongest impact, next one is price discount, free sample has smallest impact on customer buying behavior. Besides, there is no difference about the impact of sales promotion on customer buying behavior between cosmetic and hygiene products.
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Kao, Cheng Hsuan, and 高振軒. "The Impact of Sales Promotion on Brand Equity of 3C Chain Stores and Purchase Intensions." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/79949486317197632762.
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碩士輔仁大學
管理學研究所
94
With the expansion of 3C Chain Stores and marked by the characteristic of 3C Products, 3C Chain Stores have already had more bargain power and initiative over manufactures. Recent years have witnessed “Chain is the King” concept, and the competition among 3C Chain has become very tense with the sales promotion being the most popular competitive weapon. However, literature review manifested that the results of the impact of sales promotion on brand equity vary. And the study of the brand equity of 3C Chain Stores is relatively rare. SEM in this research was established with the aid of Amos, to prove that both kinds of these immediate and delayed sales promotions can make the three constructs of brand equity to exert positive influence on buying intentions. However, there is no obvious impact difference between both kinds of immediate and delayed sales promotions. Therefore, this study propses 3C Chain Stores can adopt contingency marketing strategies in the future. Making good use of the characteristic of 3C Products and carrying the mass sale into full play to gain more favorable promotion space from the suppliers. Or through the cooperation with the suppliers and other trade partners, to offer high-quality products and differentiated incentives for sales promotion.
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Meena, Rashmi. "TO STUDY THE IMPACT OF SALES PROMOTION ON SALE OF FMCG PRODUCTS WITH THE REFERENCE TO THE RETAIL MALLS." Thesis, 2019. http://dspace.dtu.ac.in:8080/jspui/handle/repository/17198.
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Wu, Chia-Hsin, and 吳嘉欣. "The Influences of Sales Promotion and the Impact of Country-of-Origin on Impulsive Purchase Behavior." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/67836740914306011791.
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碩士中國文化大學
國際企業管理學系
100
In the context of the globalization today, consumer market is very intense competi-tion. Thus the industries must constantly have new strategies to increase consumers’ purchase intention and themselves competitiveness. In addition, companies must con-sider the cost, so the products were manufactured form other countries and adopted in-ternational specialization. Therefore, consumers faced more domestic, foreign or na-tionality of the products in the market. When the stores are in promotion, consumers might have impulsive buying behavior. Because the market were full of goods form dif-ferent countries. It resulted in promotional products from other countries opportunity to increase. That wonders whether the situation will influence consumers’ purchase inten-tion. The Purpose of this research aims to investigate the relationship between sales promotion, the impact of country-of-origin and impulsive purchasing behavior. The samples were mainly focused on consumers to buy clothes in the recent and then participated in promotional activities in the store. This study surveyed 350, a total of 302 valid questionnaires; the effective rate was 86.29%. Empirical results show that: (1) Sales promotion on impulsive purchasing behavior of a significant positive impact. (2) The impact of country-of-origin on impulsive pur-chasing behavior of a significant positive impact. (3) The impact of country-of-origin has no moderation effect between sales promotion and impulsive purchasing behavior.
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Lin, Chia-Cheng, and 林家承. "The Impact of Relationship Marketing and Sales Promotion on Customer Loyalty: The Cases of Counter Cosmetics Brand." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/54149592503499481914.
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碩士銘傳大學
傳播管理學系碩士班
102
The purpose of this study was to examine the relationships among relationship marketing, sales promotion and customer loyalty. The convenience sampling was applied in this study. 500 questionnaires were distributed and 440 questionnaires were returned, 19 questionnaires were incomplete. Finally, 421 questionnaires were valid. In this study, SPSS 15.0 statistical software was the tools for statistical analysis. Meanwhile, the statistics analysis method includes descriptive statistics, reliability analysis, correlation analysis and regression analysis to estimate our hypotheses. The findings of this study were summarily concluded as follows: 1.Financial bond has positive effect on recommend intention, repurchase intention and price tolerance. 2.Social bond has positive effect on recommend intention, repurchase intention and price tolerance. 3.Structural bond has positive effect on recommend intention and price tolerance. 4.Monetary promotions have positive effect on repurchase intention. 5.Non-monetary promotions have positive effect on recommend intention, repurchase intention and price tolerance.
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CHUANG, YU-FANG, and 莊毓芳. "The Impact of Service Quality, Sales Promotion, and Brand Image on Customers’ Repurchase Intention of Low-Cost Carriers." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/wfe24h.
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碩士世新大學
資訊管理學研究所(含碩專班)
105
Low-cost carriers have entered the Taiwan aviation market for 13 years. Low-cost carriers which are different from traditional airlines that are familiar by the public generally have lower fares, but their brand images are affected by many customers’ disputes on charge for extra services. To know whether promotional strategies implemented by low-cost carriers can affect people’s willings of taking or not, the research will discuss the impacts of people taking low-carriers on service quality, sales promotion, brand image. The research targets are the people who have traveled by using low-cost carriers. Using convenience sampling method. The statistic software SPSS was applied for data analyses. The statistical methods included sample structure analysis, factor analysis, reliability analysis, correlation analysis, regression analysis, independent sample t-test, and analysis of variance, the results show as follows: service quality and sales promotion are positively associated with brand image; brand image section intermediary the relationship between service quality and repurchase intention, and between sales promotion and repurchase intention. According to the research findings, there are suggestions to low-cost carriers for making marketing and sales strategies.
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Tseng, I.-fei, and 曾羿霏. "The Impact of Sales Promotion, Service Quality, and Perceived Value on Customers’ Repurchase Intention of Low-Cost Carriers." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/65627223075495830126.
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碩士世新大學
資訊管理學研究所(含碩專班)
103
Nearly ten years ago, many budget airlines were introduced to Taiwan, and many Taiwanese were paying close attention. This gave travelers and businessmen multiple options for inexpensive travel Due to the rising Chinese tourism awareness and increasing demands of the aviation industry, there is more intense competition between airlines.In this competitive environment, airlines must improve their service quality, increase member benefits, and reduce operating costs to grow their market share in Taiwan. This study was designed to investigate price promotion activities, study the impact of service quality on the customers’ perceived value and return potential, to survey mainly budget airline passengers with questionnaires, collect and analyze data, and then to analyze the collated results in order to make relevant conclusions and recommendations.And then supplied to the low-cost airline industry in Taiwan as the development of marketing strategies of reference
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Che, Liang Ching, and 車良靜. "The Impact of Sales Promotion on Privacy Control Expectation and Information Ownership Consciousness- with Information Sensitivity as Moderating Variable." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/7xd8aw.
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碩士東吳大學
國際經營與貿易學系
104
In the highly competitive environment, firms collect customers’ data and build database to enhance competitiveness. However, these cause personal privacy concern, because of data abuse by the firms. According to the past researches, as the firms give the compensation, customers would like be more willing to offer more personal information. This research set sales promotion (i.e. SP) as the independent variable, operationalize the SP incentives into timing and types typology, and test the effect on privacy control expectation and information ownership consciousness. Meanwhile, customers’ information sensitivity as moderating variable was tested. The researcher collected the structured questionnaires from respondents between 18~35 years old, often shopping on the website and shops. 231 effective questionnaires were collected and were analyzed with t-test and ANOVA. The result shows that timing and types of SP incentives made no effect on customers’ privacy control expectation and information ownership consciousness. However, information sensitivity influences information ownership consciousness. This research suggests firms might operate other marketing strategies to enhance company and brand image and customers’ trust. Moreover, to redesign data collecting report according to customers’ sensitivity level or, inform customers actively about privacy protection policy. Companies could also collect personal information by observation or monitor to decrease customers’ defense or unpleasantness.
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WU, MENG-YING, and 吳孟穎. "The Impact of Brand Image on Sales Promotion Attraction and Consumer Perceived Risk-with Product Involvement as a Moderating Variable." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/ruwyq5.
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碩士東吳大學
國際經營與貿易學系
107
In the era of global competition, people are exposed to all kinds of products and brands. Since consumers use brand to distinguish product, companies make their effort to enhance brand image. Meanwhile, companies launch various sales promotion to create better sales volume nevertheless the negative impact on brand image. This study focus on the effect of brand image on sales promotion and consumers perceived risk. And product involvement was put into research structure to discuss the moderating effect. This study establishes of research structures based on literature review. The study object is consumers over 18 years old, convenient sampling method by paper and online questionnaires is applied. The effective questionnaires amount is 283, and analysed by statistical software, for t-test, regression analysis, ANOVA analysis. The study results show that the group of, good brand image has strong sales promotion attraction；bad brand image group, the sales promotion attraction is weak. With good brand image, the consumer perceived low risk；bad brand image, the consumer perceived high risk. When product involvement put into discussion of brand image on sales promotion and consumer perceived risk is interactive. This study suggests that companies should rather strengthen the brand image to increase the sales promotion attraction, also decrease consumer perceived risk.
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Lin, Sin-yu, and 林欣瑜. "It''s Hard to Control Yourself If You Have Wrong Feelings－The Impact of Regulatory Fit on Sales Promotion." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/12399596700128426670.
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碩士國立雲林科技大學
企業管理系碩士班
100
There are many researches about regulatory fit but not many of them discussed about the self-control after regulatory fit. In recent years, awareness of people’s health has gradually necessitated a study of healthy and unhealthy food purchase decision-making. The research aims to discuss healthy and unhealthy food purchase intention by focusing on consumers’ pre-existing regulatory orientation and marketing cues (sales promotions expiration-date duration) prime regulatory orientation. The study examines how the compatibility of these regulatory orientations with healthy food and unhealthy food information frame will affect consumers’ self-control. Study 1 in this research discusses the effect of self-control on regulatory focus (i.e. promotion and prevention) and regulatory information (i.e. promotion-framed information and prevention-framed information). It was found that in both primed promotion focus and prevention focus, people in the regulatory fit condition may buy more healthy food than those in the regulatory non-fit condition. On the other hand, in both primed promotion focus and prevention focus, people in the regulatory non-fit condition may buy more unhealthy food than those in the fit condition. Study 2 in this research discusses the effect of self-control on sales promotion expiration-date duration (i.e. long term and short term) and regulatory information (i.e. promotion-framed information and prevention-framed information). The results showed that in the healthy food sales promotion, longer expiration-date is more compatible with promotion-framed information and expiration-date is more compatible with prevention-framed information. In addition, in the unhealthy food sales promotion, longer expiration-date is more compatible with prevention-framed information and shorter expiration-date is more compatible with promotion-framed information. Thus, people will have higher purchase intention.
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Yeh, Chien-Hung, and 葉建宏. "The Impact of Store Image, Perceived Value, Sales Promotion, and Customer Satisfaction on Repurchase Intention – A Case of C Warehouse Store Customers." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/4exe3s.
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碩士世新大學
資訊管理學研究所(含碩專班)
103
The retail industry in Taiwan is facing severe competition. There is no clear definition on consumer segmentation for different retail channels. The dynamic of this industry shows that overlapping consumer market is getting more apparent. In order to stand out from numerous choices, retailers need to focus on two major subjects – how to increase numbers of consumer visits and consumption per visits. In the club-store channel, the club store “C” in this research enjoys the highest turnover per store (single-store-turnover) among others. The research focus on the correlation between Repurchase Intention and four perspectives, including Store Image, Customer Perceived Value, Promotion Type, Customer Satisfaction. This research is based on an online survey and adopts SPSS software for analysis. Through Regression analysis, Reliability and Validity analysis, Independent-sample t-test, One-way Analysis of Variance and Statistical analysis, the research further explored the impacts of Store Image, Perceived Value, Sales Promotion and Customer Satisfaction, toward Repurchase Intention. In addition to the results from the online survey and analysis, various related documents and literatures are referred for the following conclusion: The Stores have to establish a good store image and good sales promotion, it can enhance the value of the goods. And it’s also help the customer satisfaction. Thereby customers to repurchase, and visit the store again.To let the customer can introduce other friends to the store consumption.
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Mu-ChengChiu and 邱木城. "A Study of the Impact of Brand Image and Sales Promotion on Consumer Purchasing for Agricultural Products Store - An Example of KuaKuaYuan." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/69643434920446781401.
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Freitas, Ana Sofia Mendonça de. "The impact of sales promotions on Facebook performance, for high and low equity brands." Master's thesis, 2019. http://hdl.handle.net/10400.14/27010.
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Sales promotions are becoming increasingly important with the growth of competition. Brands
are gradually adopting these strategies on social media networks to reach people quickly and
without costs. For that reason, it is indispensable to understand the impact of those strategies in
the consumer perspective, and also the factors that lead brands to succeed in the digital field.
This dissertation presents the impact of over-promotion on Facebook – regarding the frequency
posting time and the reduction amount – and the content type that contributes for a better
performance of high and low equity brands by using descriptive quantitative research and
analyzing secondary data of Facebook posts.
The results show that promotional posts do not perform better than non-promotional and that
over-promoting (concerning post frequency and reduction amount) affects the performance of
both high and low equity brands on social media. Indeed, sales promotion only beneficiate low
equity brands when they do not over-promote.
To conclude, the findings of this research complement the academic literature by reinforcing
the importance of having a suitable social media marketing strategy (SMMS) focused on the
customers' expectations by optimizing their Facebook posts, and achieving better performance
levels.Com o aumento da competição e com o objetivo de alcançar os consumidores de forma mais rápida e menos dispendiosa, as marcas estão cada vez mais a incluir promoções nas suas estratégias de marketing, nas redes sociais. Por esta razão, é indispensável compreender os fatores de sucesso do mundo digital e as consequências das promoções na imagem das marcas. Esta dissertação apresenta o impacto das promoções excessivas feitas no Facebook – com o foco na frequência das publicações e no montante das reduções – e o tipo de conteúdo que mais contribui para uma melhor performance das marcas de baixo e alto capital, através de uma pesquisa quantitativa descritiva e análise de dados secundários. Os resultados evidenciaram que não existe um diferencial entre a performance das publicações promocionais com as não promocionais, e que a promoção excessiva (relativamente à frequência das publicações como ao montante reduzido) afeta a performance tanto das marcas de alto como de baixo capital. De facto, quando não são excessivas, as promoções beneficiam apenas as marcas de baixo capital. Por fim, os resultados desta dissertação complementam a literatura académica, reforçando a necessidade de as marcas criarem estratégias de marketing focadas nas expetativas dos consumidores. As marcas podem ainda usar os conhecimentos deste estudo para otimizar as suas publicações no Facebook, de forma a obterem melhores níveis de performance.
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Chen, Jung-chieh, and 陳榮杰. "An Empirical Study of the Impact of Social Networks, Brand Image, and Normative Evaluation on the Purchase Intention - Sales Promotion as a Moderating Variable." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/48322921271670712120.
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碩士國立成功大學
高階管理碩士在職專班
96
Sales promotion has already become the mainstream in Taiwan Magazine Industry. These researches aims at the impact of social networks, brand image, and normative evaluation on the purchase intention - sales promotion as a moderating variable, and takes the bookstore in Taipei city as research objects. Two hundred questionnaires were sent out from 10 - 31 of May of 2008 and 186 questionnaires were returned, deducting 25 invalid questionnaires, 161 effective questionnaires were collected. The questionnaire retrieve rate is 93.00%. Descriptive statistics, factor analysis, reliability validity analysis and regression analysis have been applied in the retrieved materials, the result is as follows: 1.The social networks and brand image have significantly positive influence to normative evaluation. 2.The social networks and brand image have significantly positive influence to purchase intention. 3.The normative evaluation has significantly positive influence on purchase intention. 4.The social networks and brand image significantly positive influence purchase intention through normative evaluation as an intermediary. 5.The normative evaluation has positive influence purchase intention, because of the limited interruption of the ales promotion.
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Chen, Chin-Liang, and 陳慶樑. "The Strategies of Promotion Activities'' Expenditure Level and Product Assortment Breadth Impact to The Sales of Hypermarket -- AStudy no Hypermarket of The Kaohsiung Area." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/93699664861539773268.
Full textAbstract:
碩士國立中山大學
企業管理學系
87
Abstract Now the channel of market, for most consumer goods is dominated by hypermarket or Discount stores. For the performance of sales on the hypermarket industries, after literature reviewed, the principle of this research focus on promotion activities, promotion expenditure level, product assortment breadth, promotion period which impact on the sales of the hypermarket industries. By this research, expect to promote the hypermarket industries have deeper understand and improvement. Within the structure of analysis, this research collect the details of DM about Makro, Carrefour, and Dollars to study and arrange to be appendix (1~4). Meanwhile, through the analysis of value chain, product characteristics, service quality, layout and presentation, competitive activities to elaborate about the strategies and sources of the sales and profit of hypermarket. The analysis framework consists of four dimensions, promotion activities, promotion expenditure level, product assortment breadth, and promotion period to evaluate their influences to the sales of hypermarket itself. Of course, the competitors’ activities also are involved in the framework. This research uses the linear correlation analysis, and multiple regression analysis to probe each variables effect on the sales of hypermarket. The results of this study conclude that these four dimensions have significant influence on the sales of hypermarket. The distance of market scope also has different influence on the sales of hypermarket itself. By this research, it is expected that the results of this research can facilitate successful strategic and operational planning for hypermarket and contribute to academic work and improve quality of market channel.
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HSIAO, YEN-PI, and 蕭燕碧. "The Study of the Impact of Sales Promotion and Brand Awareness on Brand Evaluation and Purchase Intention － A Case of ESPRIT in Hong and Taiwan." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/47152121263833025860.
Full textAbstract:
碩士大葉大學
國際企業管理學系碩士班
94
Because of economic recession, enterprises use different promotion ways to stimulate purchasing desires of people, and then reach short-term and better sales amount. In dressing industries, consumers usually judge the good or bad of a product by its brand awareness or quality. So this research discusses whether different promotion ways and brand awareness would have different effects on brand evaluation and purchase intentions or not. MANOVA , ANOVA and multiple regression are used in this research to do the Empirical Analysis discussing the relationship between sales promotion, brand awareness, brand evaluation and purchase intentions. The research objects are the consumers who bought ESPRIT dresses in Taiwan and Hong Kong. the sample number respectively is 287 person and 252 people in Taiwan and in Hong Kong. Taiwan of Taiwan as the following: 1.The ways of sales promotion have an effect on customers’ brand evaluation. 2.Brand awareness has a partial of influences on brand evaluation. 3.Brand evaluation has influences on purchase intentions. 4.Brand awareness has a partial of influences on purchase intentions. 5.The ways of sales promotion have effect on customers’ purchase intentions. Results of Hong Kong as the following: 1.The ways of sales promotion have an effect on customers’ brand evaluation. 2.Brand awareness has influences on brand evaluation. 3.Brand evaluation has influences on purchase intentions. 4.Brand awareness has influences on purchase intentions. 5.The ways of sales promotion have effect on customers’ purchase intentions.