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Meo, Adeel, Muhammad Daniyal Abbas, Muhammad Nadeem Sajjad, Muhammad Rizwan, Sayed shahbaz hussain Bukhari i Muhammad Saad Hameed. "The Impact of Promotional Tools on Sales Promotion". Journal of Public Administration and Governance 4, nr 2 (2.07.2014): 202. http://dx.doi.org/10.5296/jpag.v4i2.5845.
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The main reason of conducting this research was to explore the influence of social surrounding, discount level and buying behavior on sales promotion. The research results found that there was no significant relationship of social surrounding, discount level with sales promotion. But on the other hand buying behavior, free sample, price reduction has a significant relationship with sales promotion. The results of this research paper will help the marketers to understand best promotional techniques to increase significantly in their sales as well as revenues. This research paper also plays a vital role in helping businessmen to develop their business planes more effectively so that they can get the competitive advantage over their competitors and make them able to maximize their profits.In total 180 Questionnaires were distributed by hand in different department of Islamia University of Bahawalpur. Data was feed in SPSS. This research was done on different sales promotional techniques.Findings shows that different sales promotional techniques have impact on consumer buying behavior and purchase intention for all type of products on the other hand there is no significant effect of discount level and social surrounding on sales promotion.
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Memon, Dr Sharif. "Impact of Sales Promotion on Sales figures of Select International FMCG Brands". Indian Journal of Applied Research 1, nr 9 (1.10.2011): 190–93. http://dx.doi.org/10.15373/2249555x/jun2012/68.
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Sinha, Somesh Kumar, i Priyanka Verma. "Impact of Sales Promotion’s Benefits on Brand Equity: An Empirical Investigation". Global Business Review 19, nr 6 (20.09.2018): 1663–80. http://dx.doi.org/10.1177/0972150918794977.
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Sales promotion is known for providing additional benefits to the consumers and these benefits may have an impact on the development of consumer-based brand equity. Although previous studies have reported a positive influence of sales promotion on brand equity, but the impact of sales promotion’s benefits (i.e., hedonic and utilitarian benefits) on brand equity is less understood. This study examined the possible influence of sales promotion’s hedonic and utilitarian benefits on four components of brand equity (i.e., brand awareness, brand association, perceived quality and brand loyalty). A model is proposed to show the relations between sales promotion’s benefits and component of brand equity. This study includes a sample of 265 consumers of fast-moving consumer goods from Madhya Pradesh state in India. A covariance based structure equation modelling technique was used for data analysis and interpretation. Research findings revealed that the utilitarian benefit of sales promotion has maximum impact on brand loyalty, while the hedonic benefit of sales promotion has maximum impact on brand association. It provides a way of utilizing the benefits of sales promotion to create and support brand equity. Hedonic benefits of sales promotion can be utilized to make consumers associated with the brand, while utilitarian benefits of sales promotion can be utilized to enhance a repeat purchase of the brand.
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Huynh, Kim T. "Sales Promotion Effectiveness: The Impact of Culture on Demographic Level". International Business Research 9, nr 4 (7.03.2016): 123. http://dx.doi.org/10.5539/ibr.v9n4p123.
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<p>Sales promotion is an essential tool which leads to real increase in sales and profit. According to previous studies, sales promotions are effective at a cross cultural level when they provide benefits that go hand in hand with those of the promoted product. However, there is no literature state about the different sales promotion consumer benefits influences on its effectiveness at the demographic level (urban verses rural). To address this concern, this paper seeks to explore the congruence framework by analyzing how culture at a demographic group level impacts sales promotion. The objective is to investigate whether cultural differences at this level will have an impact at the effectiveness of sales promotion. This conceptual paper sheds light on the influence of culture in demographic group level in determining the response of consumers to sales promotions. The findings will contribute to the understanding of products and promotion types in the Vietnam retailers. It will also allow manufacturing companies to focus better on their strategies for marketing their products towards the Vietnamese consumer.</p>
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Akhter, Sameen, Muhammad Rizwan, Shufa Shujaat i Zarmina Durrani. "The impact of retail shoes sales promotional activities on ladies’ purchase intentions". Journal of Public Administration and Governance 4, nr 2 (2.07.2014): 166. http://dx.doi.org/10.5296/jpag.v4i2.5843.
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In this study we examine how different variables impact sales promotions that ultimately influence purchase intentions of customer. The main purpose of this study is to examine how attitude towards discount affects sales promotional activities to influence customers’ purchase intention along with the impact of customer loyalty and in store displays on them. To collect information, the survey method was conducted through questionnaires to take response from the customers of Stylo shoes in Bahawalpur. For this purpose, a sample of 164 customers was selected through the simple random sampling technique and then the data was entered in SPSS software for descriptive and inferential statistical analysis. The results of the study indicate that there is no relationship between customer loyalty and sales promotion whereas attitude towards discount has a positive relation with sales promotion. Likewise, sales promotion, customer loyalty and in-store display has a significant relationship with purchase intention. The results of this study will assist retailers to select the best promotional tool that will influence purchase intentions of customer. These plans help businessmen and marketers to gain competitive advantage over their competitors and enable the businesses to earn maximum profit.
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Caciulan, Larisa Ruxandra, Laura Anca Mihart, Denisa Florena Vagner, Miruna Georgiana Vodislav, Larisa Ivascu i Matei Tamasila. ""Evaluating the Impact of Promotional Activity on Marketing"". Scientific Bulletin of the Politehnica University of Timişoara Transactions on Engineering and Management 3, nr 1 (20.04.2023): 7–13. http://dx.doi.org/10.59168/brkq4924.
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Promoting is part of the marketing mix. The promotional activity communicates the benefits of the products or actions of potential and current customers. The tools used in the promotional mix are advertising, direct marketing, sales promotion, public relations, personal sale and sponsorship. This study carries out a marketing analysis to promote products with promoters. The study is based on questionnaire research and literature research. At the end of this article is developed a conceptual framework for intercourse with the client in promoting direct communication strategies by exploiting the concepts of promotion such as target audience, marketing messages, communication channels, Promotional budgets and promotional performance monitoring.
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Adeniran, James A., Thomas K. Egwuonwu i Clara O. K. Egwuonwu. "The Impact of Sales Promotions on Sales Turnover in Airlines Industry in Nigeria". International Journal of Marketing Studies 8, nr 3 (25.05.2016): 99. http://dx.doi.org/10.5539/ijms.v8n3p99.
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<p>This study seeks to determine the impact of sales promotions on sales turnover in the airlines industry in Nigeria. Ex post facto and survey research design were adopted. Secondary data on average monthly passenger turnover covering a period of 25 years (1991-2015) were collected from the records of airport authority. A questionnaire was also administered to 450 air travellers to ascertain the extent to which sales promotions incentives stimulate them to travel by air within Nigeria. Frequency analysis, regression and t-Test methods of analysis were applied. The results show that sales promotions incentives significantly impacted sales turnover in the airlines industry; and air travellers prefer non-monetary sales promotional offers and off-line incentives to monetary and online offers. The study, therefore, recommends that the management of the airlines need to be more innovative in making promotion offers to air travellers so as to optimize the opportunity. Non-monetary and offline incentives offerings should be emphasized to meet the preference of air travellers. For future research, the study suggests that the focus can be on identifying other salient factors that motivate passengers to travel by air so as to boost industry sales.</p>
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Samyuktha, S., T. Sreethulasi, Andrea Evangelin, Dr D. Divya Prabha i Dr V. B. Mathipurani. "The Impact of Personal Selling on Consumer Buying". International Academic Journal of Business Management 9, nr 1 (29.04.2022): 22–28. http://dx.doi.org/10.9756/iajbm/v9i1/iajbm0903.
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Every firm requires sales staff to help them advertise their products and services to customers through its sales representatives. In todays industry, sales promotion and distribution are critical components of success. As a result, it is critical to understand how far these marketing strategies are succeeding in raising brand awareness in the minds of customers and impacting them to purchase products and services. It is also necessary to improve the quality, creativity, and use of technology in the distribution and sales promotion processes. Main goal of the study is to examine the advertising and promotional strategies used by FMCG firms to advertise their products and services, as well as to determine which sales promotion techniques are the most effective for specific items offered by the companies under consideration. For this purpose, a sample of 150 respondents was gathered, and the data was analysed using percentage analysis, mean rank, and chi square as statistical tools. The findings revealed that while the companies have a reach towards the advertisements they produce, more effective measures must be implemented by the companies in order to make the advertisements more effective in the future.
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Bhutto, Sanam, Hina Marvi i Raj Kumar. "Excessive Sales Promotions Impact on Clothing Brand Equity". Global Economics Review VII, nr II (30.06.2022): 171–79. http://dx.doi.org/10.31703/ger.2022(vii-ii).15.
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This study identifies how consumer wants and needs are always shifting, which has a significant effect on businesses' sales and public perception. Study It is clear from a brand or product image analysis that businesses make an effort to create a distinctive perception of their brands. Different facets and characteristics of a brand can draw people in and aid them in forming opinions about the products. The purpose of this study is to examine and assess how excessive sale promotion affects brand equity. To gather accurate and appropriate data for the study, a survey method was used. The use of the Anova Sample Test to study and evaluate people's opinions and perceptions of the influence and effect of sales promotion on brand equity was made possible thanks to statistical analysis. Results show that the effects of sales and promotions on customers' purchase decisions are comparable.
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Ashraf, M. Ghafran, Muhammad Rizwan, Aamir Iqbal i M. Arslan Khan. "The promotional tools and situational factors’ impact on consumer buying behaviour and sales promotion". Journal of Public Administration and Governance 4, nr 2 (2.07.2014): 179. http://dx.doi.org/10.5296/jpag.v4i2.5844.
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We can see that companies spend a large portion of their budgets for sale promotion. The goal is to offer the merchandise more attractive and valuable. These ideas allow us to conclude that the institutions seek to manipulate the buying activities of consumers, and so begin a strong promotional campaigns or changes in pricing policies, with other measures. The purpose of this research is to study closely the taste of the customers in the various promotional tools. But in this study, we will discuss the impact of a free sample, price reduction, social surroundings and physical surroundings on consumer purchasing behaviour and sales promotion. The research, which we were using in this study, was descriptive in its nature. In this study, we asked 200 respondents to participate in the investigation of self-government to collect data. In this current research questionnaire used as a tool for research. The main objective of the empirical research to measure the reliability of the questionnaires that were used in this research. After collecting the questionnaires, forms we recoded and then entered in to SPSS for regression analysis. With regard to the tendency of customers for sales promotion, research has revealed that a free sample, the discount rate, the physical environment and the social environment played a more significant role in the development of consumer buying behaviour and sales promotion during consumer sales promotion. The practical implications of this research are in recognition of sales promotion tactics that are relevant to the management of clients in the first place in Pakistan. Marketers can get the data from this study will help to identify the buying behaviour of customers and they can also help traders to use promotional techniques and situational factors most effective in attracting customers.
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Umar, M. J., i U. B. Abdulmutallib. "Sales Promotion as a Tool for Improving Customer-Based Brand Equity in Kano Metropolis". Kashere Journal of Education 3, nr 1 (16.06.2022): 182–86. http://dx.doi.org/10.4314/kje.v3i1.22.
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Managing and building strong brand is seen today as the main goal of every organization. Having a strong brand is significant important to every organization as it result in having greater customers, achieving competitive advantage and brand extension. However, marketing researchers have not address how strong brand (brand equity) may be managed, built and improved through sales promotions. The study investigated sales promotion as a tool for improving customer-based brand equity by business organizations within Kano metropolis. The paper is conceptual. Therefore, it concludes that sales promotion as a promotional tool has a significant improvement on customer-based brand equity in Kano metropolis. Therefore, to have strength in terms of market leadership and market share, organizations must pay higher attention to their marketing activities such as sales promotion and this can be achieved by improving on the quality and awareness of the brand product and services. It is therefore, recommended that sales promotion should be strengthened and used by the organizations to create and manage strong brand as it have a positive impact on the attribute of brand knowledge which are believed to have an improvement on customer-based brand equity.
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Dubey, Manish, Siddharth Saini i Srishti Umekar. "STUDY AND ANALYSIS OF CONSUMER BUYING BEHAVIOR IN RETAIL MARKET". International Journal of Engineering Technologies and Management Research 3, nr 11 (30.01.2020): 1–6. http://dx.doi.org/10.29121/ijetmr.v3.i11.2016.66.
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The aim of this study are determining the impact of the most used tools of sales promotion in retail sector such as coupons, sample, price discount and buy one get one free on consumer buying behavior from two aspects are brand switching and customer loyalty. Consumer promotions should stimulate purchases, sustain brand-name recognition, and gain audience participation. Themes are underlying messages. Media should be selected. In this way include direct mail, newspapers, magazines, television, the personal sales force, and group meetings. The duration of a sales promotion is set. The feasibility of shared sales promotions is weighed.
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Moon, Sangkil, Wagner A. Kamakura i Johannes Ledolter. "Estimating Promotion Response When Competitive Promotions Are Unobservable". Journal of Marketing Research 44, nr 3 (sierpień 2007): 503–15. http://dx.doi.org/10.1509/jmkr.44.3.503.
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This study addresses a problem commonly encountered by marketers who attempt to assess the impact of their sales promotions—namely, the lack of data on competitive marketing activity. In most industries, competing firms may have competitive sales data from syndicated services or trade organizations, but they seldom have access to data on competitive promotions at the customer level. Promotion response models in the literature either have ignored competitive promotions, focusing instead on the focal firm's promotions and sales response, or have considered the ideal situation in which the analyst has access to full information about each firm's sales and promotion activity. The authors propose a random coefficients hidden Markov promotion response model, which takes the competitor's unobserved promotion level as a latent variable driven by a Markov process to be estimated simultaneously with the promotion response model. This enables the authors to estimate cross-promotion effects by imputing the level of competitive promotions. The authors test the proposed model on synthetic data through a Monte Carlo experiment. Then, they apply and test the model to actual prescription and sampling data from two main competing pharmaceutical firms in the same therapeutic category. The two tests show that compared with several benchmark models, the proposed random coefficients hidden Markov model successfully imputes unobserved competitive promotions and, accordingly, reduces biases in the own- and cross-promotion parameters. Furthermore, the proposed model provides better predictive validity than the benchmark models.
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Asante, Edward, Edward Markwei Martey i Joseph Owusu Kwakye. "Impact of Promotional Tools on Marketing of Library Services: An Exploratory Study of Polytechnics in Ghana". International Journal of Technology and Management Research 2, nr 1 (12.03.2020): 16–25. http://dx.doi.org/10.47127/ijtmr.v2i1.47.
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The study investigates the impact of promotional tools on marketing of library services. The study explores the relationship between promotional tools constructs: personal selling, sales promotion, public relations and advertising on marketing of library services among selected Polytechnics in Ghana. With the aid of SPSS, the following statistical method were employed: supporting literature for measurement scales, values of cranach’s alpha for construct values, descending means of constructs, skewness and kurtosis on the constructs, correlations and regression analyses on a sample of 402 obtained through convenience sampling method. The study revealed that, all the constructs of the promotional tools thus personal selling, sales promotion, public relations and advertising have significant positive relationship with marketing of library services. The study suggests that the professional training of library staff should include courses such as personal selling, sales promotion, public relations and advertising. . Library staff should be trained and develop skills on how to handle users request and establish a good personal relationship with users of the library. Library staff should be oriented on the procedures to handle complaints and find lasting sloutions to them. Users should be updated with the list of new databases, online services and new journals via notice board, leaflets and newsletters as well as the institutional websites. Library staff should collaborate with professional markerters on the application of the marketing mix in the promotion of their services.
Keywords: Advertising, Personal selling, Sales promotion, Public relations, Academic libraries
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Mir, Imran Anwar. "Two Wing Models of Sales Promotion: Theorization and Examination". Journal of Economics and Behavioral Studies 4, nr 1 (15.01.2012): 12–25. http://dx.doi.org/10.22610/jebs.v4i1.298.
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Sales promotion is an important and frequently used marketing tool to influence the consumers’ purchase intentions directly. This research study introduces a two-wing model of sales promotion to show the comparative impact of different formats and benefit levels of instant price discounts and next off purchase promotions on the consumer perceptions and purchase intentions of the promoted products. The uniqueness of this model is that it separately tests the impact of different types and formats of instant price discounts and next off purchase promotions on the consumers’ overall perceptions and purchase intentions of the products under sale. The empirical testing of this model reveals some important findings that can help marketers to develop result oriented sales promotion techniques in Asian markets. Since, this model has been tested in an Asian context only. To know its multi-cultural application it needs to be tested in diverse cultural contexts.
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M. Jones, Joseph. "Non-Price Sales Promotion Impact and Moderator Role". Journal of Promotion Management 25, nr 6 (2.01.2019): 861–89. http://dx.doi.org/10.1080/10496491.2018.1536621.
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Cahya, Agus Dwi, Fadhilla Ajeng Aqdella, Asfarina Zahrotul Jannah i Hesthi Setyawati. "MEMANFAATKAN MARKETPLACE SEBAGAI MEDIA PROMOSI UNTUK MENINGKATKAN PENJUALAN DI TENGAH PANDEMI COVID-19". SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business 4, nr 3 (1.07.2021): 503–10. http://dx.doi.org/10.37481/sjr.v4i3.329.
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This research examines the company's strategy to survive the product by using promotional media to increase sales in the midst of a pandemic by using the marketplace as a promotional medium. With the development of internet technology, the way of transacting and promoting changes. Transaction and promotion processes are carried out by utilizing internet media, one of which is using E-commerce E-commerce is a process of buying and selling through internet media that is able to streamline time, one of which is to improve the promotion process. The role of e-commerce has a positive impact, one of which is to increase the promotion process. Some of the e-commerce platforms that support are Lazada, Shopee. and Tokopedia. The method in this research is using descriptive qualitative method with the object of research is UMKM Jaka. On the other hand, the massive use of digital marketing has been made to increase sales in the marketplace. Marketplace as a manifestation of e-commerce is used as an innovation or change in sales methods. This research reveals that during the pandemic, consumers almost forgot about the brand, so the most appropriate communication promotion media to increase sales is through the marketplace. Digital behavior is driving the expansion of online consumers to increase sales amid the pandemic.
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Jee, Teck-Weng. "Impact of Sales Promotion on Customer Intention to Purchase High Involvement Product". International Journal of Service Management and Sustainability 3, nr 2 (2.03.2020): 61. http://dx.doi.org/10.24191/ijsms.v3i2.8112.
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Sales promotion is a very common targeting strategy used by retailers, yet personal value and sales promotion technique preferences that contribute towards customer satisfaction and intention to purchase high involvement product are largely unknown. This study adopted pseudo-experimental factorial design, with the aim of examining the difference in purchase satisfaction and behavioral intention between consumers’ different personal value and sales promotion techniques preferences for high involvement product from retailing service perspective. The findings from this study expand current knowledge on similar areas of sales promotion where this study details the variance effect of personal value and salespromotion techniques preferences on purchase satisfaction and behavioral intention. The study suggests to practitioners that it is crucial to understand the impact of personal value and sales promotion techniques preferences, particularly when selecting appropriate strategies for better market segmentation and targeting for high involvement product.
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Todorova, Gergana, i Georgi Zhelyazkov. "Impact of marketing communication mix on business results of SMEs". SHS Web of Conferences 120 (2021): 02016. http://dx.doi.org/10.1051/shsconf/202112002016.
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Marketing communications show a favorable impact on all aspects of the company’s activities. They play an essential role in shaping the final economic results. The purpose of the research is to study the effects of elements for marketing communication mix on the business results of selected small and medium enterprises in Stara Zagora district, Bulgaria. The collection of primary data has been developed and disseminated to the owners/managers of SME’s survey. The research uses a descriptive and casual research approach to identify the impact of individual communication elements - advertising, sales promotion, and direct marketing on some financial parameters, such as the profit, sales, and profitability of the companies. The result shows statistical significance between advertising, sales promotion, and financial indicators: profit and net sales revenue. Recommendations were made to the SME managers regarding the use of promotional activities, using communication channels to inform and keep up to date customers, the effectiveness of the types of media, and more.
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Ikbal, Muh, Sahat Saragi i Maura Linda Sitanggang. "The Effect of Sales Distribution Channels and Promotion Policies on Consumer Buying Behavior and Its Impact on Sales Volume". International Journal of Business Review (The Jobs Review) 4, nr 1 (2.06.2021): 23–32. http://dx.doi.org/10.17509/tjr.v4i1.36172.
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Distribution is an important part of the sales business which influences the customer's decision to buy a product which in turn increases sales volume. The purpose of study to determine and analyze the effect of sales distribution channels and promotional policies on consumer buying behavior and its impact on sales volume. Data were analyzed using descriptive analysis and SEM (Structural Equation Modeling) SPSS 25 and AMOS 24 programs. The results showed that distribution channel has a positive and significant effect on sales volume with p-value = 0.002 with a coefficient of 0.559. Sales force has a positive and significant effect on sales volume with p-value = 0.48 and a coefficient of 0.268. Promotion policy has no effect on sales volume p-value = 0.652 (0.05) and the coefficient is 0.112. Consumer behavior has a positive and significant effect on sales volume with p-value = 0.001 with a coefficient of 0.691. Promotion policy is the weakest part in an effort to increase sales so that serious efforts are needed to fix: it is necessary to increase above the line and below the line promotional activities so that the word of mouth effect is quickly achieved; making material design changes regarding citrex products to make it easier to understand and understand; and conduct diverting advertisements by an increase in the promotional budget.
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Bondarenko, Valerii, i Bogdana Vyshnivska. "PROMOTIONAL MARKETING AS A METHOD OF INCREASING SALES". Three Seas Economic Journal 4, nr 2 (30.06.2023): 21–28. http://dx.doi.org/10.30525/2661-5150/2023-2-3.
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This article examines the importance of promotional marketing in modern business. An analysis of scientific research and publications on the subject of promotions and their impact on business success has been carried out. The main types of promotions and their characteristics of use in business are considered. The key elements of the promotional marketing strategy and their influence on the effectiveness of the promotional campaign were studied. The research methodology consisted of the analysis of scientific literature and publications on the topic of promotional marketing in business, as well as the use of such methods as analytical (analysis of statistical data and reports of Flagman Seafood LLC on the use of promotions and their impact on product sales) and case study research (use of promotions by the company, their results and impact on consumers). The scientific novelty of promotional marketing research lies in the study of various aspects and effectiveness of promotional strategies in modern conditions. Specifically: analysis of the impact of various factors on the success of promotions, including pricing strategy, distribution channels and consumer behaviour; study of different types of promotions, such as discounts, gifts, loyalty programmes and promotions, in order to determine the most effective strategies for increasing sales and attracting new customers; study of the impact of promotions in different markets, in particular, study of the influence of cultural and social factors on the reaction of consumers to different promotional strategies. The study showed that the effectiveness of promotions depends on their correct selection and calculation. Insufficient attention to target group analysis and the development of an effective promotion strategy can lead to unsuccessful results and a loss of consumer confidence in the brand. The practical value of the research lies in the fact that the article provides practical advice and recommendations on the use of promotional marketing in business. In addition, the article can be useful for marketing managers and entrepreneurs who plan to develop their business with the help of promotions. The results of the study allow us to understand the importance of promotional marketing for increasing the competitiveness of the company and attracting more customers. The scientific novelty lies in deepening the understanding of promotional marketing and determining its importance for business. The article offers an original classification of promotions and analyses their role in the formation of consumer behaviour. In general, the article helps to increase the effectiveness of marketing strategies and ensure the successful operation of enterprises in the conditions of the modern market.
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Gupta, Sunil. "Impact of Sales Promotions on when, what, and how Much to Buy". Journal of Marketing Research 25, nr 4 (listopad 1988): 342–55. http://dx.doi.org/10.1177/002224378802500402.
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The effectiveness of a sales promotion can be examined by decomposing the sales “bump” during the promotion period into sales increase due to brand switching, purchase time acceleration, and stockpiling. The author proposes a method for such a decomposition whereby brand sales are considered the result of consumer decisions about when, what, and how much to buy. The impact of marketing variables on these three consumer decisions is captured by an Erlang-2 interpurchase time model, a multinomial logit model of brand choice, and a cumulative logit model of purchase quantity. The models are estimated with IRI scanner panel data for regular ground coffee. The results indicate that more than 84% of the sales increase due to promotion comes from brand switching (a very small part of which may be switching between different sizes of the same brand). Purchase acceleration in time accounts for less than 14% of the sales increase, whereas stockpiling due to promotion is a negligible phenomenon accounting for less than 2% of the sales increase.
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Phan, Kiet Tuan, i Tu Anh Phan. "CONSUMERS’ ATTITUDES TOWARD PROMOTION IN SHAPING VINAMILK BRAND EQUITY IN CAN THO CITY". Scientific Journal of Tra Vinh University 1, nr 26 (18.06.2019): 8–15. http://dx.doi.org/10.35382/18594816.1.26.2017.99.
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The study aims at evaluating consumers’ attitudes toward promotion in shaping Vinamilk brand equity in Can Tho City. The research was conducted through a survey of 296 customers at four districts in Can Tho City. In this study, the descriptive analysis method, Cronbach’s Alpha, Exploratory Factor Analysis and Confirmatory Factor Analysis were used. Hypotheses and models were tested by Structural Equation Modeling (SEM) and Bootstrap method with the repeated samples of 1000. The research results showed that attitudes toward advertising and sales promotions have the impacts on the dimensions of brand equity. In which, the attitude toward sales promotions has the strongest impact on perceived quality, while the attitude toward advertising has the strong impact on brand awareness. In addition, the research also showed that the dimensions of brand equity have impact on the overall brand equity. Based on the studying results, implications for managers were proposed in order to enhance the effectiveness of promotion activities on Vinamilk brand equity.
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Ekahe-Joseph Abua, Ntamu. "EFFECTS OF MARKETING PROMOTION ON FARM PRODUCE IN CROSS RIVER STATE". International Journal of Advanced Research 10, nr 11 (30.11.2022): 461–77. http://dx.doi.org/10.21474/ijar01/15690.
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Increase in sales is the heartbeat of every marketer. This is achieved very much by promotion. This study evaluated the effect of marketing promotion on farm product in Cross River State . Objectives were raised for the study which led to the raising of research questions. Organically, the following hypotheses were formulated : awareness creation has no positive impact on farm products in Cross River State social media makes no positive impact on farm products in Cross River State branded promotional gifts has no correlation with sales of farm products in Cross River State and customer loyalty makes no positive impact on farm products in Cross River State . Difference in mean statistic was used to test the hypotheses which led to the following findings : awareness creation has positive impact on farm products in Cross River State social media makes positive impact on farm products in Cross River State branded promotional gifts has correlation with sales of farm products in Cross River State and customer loyalty makes positive impact on farm products in Cross River State. It was concluded that farmers can use promotion to push up demand for their farm products. It was recommended that the farmer should maximize awareness creation on his farm products since it makes positive impact on farm products social media should be well utilized by the farmer since it makes positive impact on farm products branded promotional gifts should be well considered by the farmer since it correlates with sales of farm products and customer loyalty should be always exploited by the farmer since it makes positive impact on farm products.
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Ibrar, Muhammad. "The Impact of Sales Promotion and Product Branding on Company Performance (“STATE LIFE” Insurance Industry of Pakistan)". International Letters of Social and Humanistic Sciences 50 (marzec 2015): 129–36. http://dx.doi.org/10.18052/www.scipress.com/ilshs.50.129.
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Purpose: The aim of this study is to investigate how to effect of product branding and sales promotion to an organization growth has its performance. the insurance industry because the growth of this industry is mainly tied to the success of good product brands and sales promotion. However, the organizational performance and increase in profit and revenue should be understood by the content. The study also aims to show focus how to insurance industry effect the performance of slae promotion and product branding. Design/methodology/approach: Survey of insurance companies is to be considered but due to the large number of the operators, the authors chose only one case sample of State Life Insurance which has a larger sales outlet and good number of branches nationwide. A total of 60 field survey questionnaires were distributed while 14 refined. Findings: The data collected and analyzed using the chi-square (x2) method. Conclution: Hence, our conclusions from findings show that product branding and sales promotion affect organizational growth. Originality/value: By reviewing the different finding that the Sale promoton and product branding. The contribution of this paper is to look at how to finding the effective solution of sale promotion and product branding to effect the performance of insurance idustry. Study of paper: The study of this paper is exploratry is qualitative study of research.
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BENCHEKROUN, HASSAN. "A UNIFYING DIFFERENTIAL GAME OF ADVERTISING AND PROMOTIONS". International Game Theory Review 09, nr 02 (czerwiec 2007): 183–97. http://dx.doi.org/10.1142/s0219198907001357.
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The literature on advertising and promotions can be divided in two categories. A first group of models assume that promotion contributes (positively) to the goodwill towards the product, and a second group assumes that promotions reduce that goodwill. In this paper we build a differential game model where the impact of promotion on goodwill is endogenously determined. We conduct a comparative dynamics exercise. An unexpected result is that an increase in the sensitivity of sales to goodwill can lead to a decrease of the equilibrium level of sales.
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Meitiana, Meitiana, i Abimanyu Tuwuh Sembhodo. "Do e-services and promotion affect customer loyalty?" Jurnal Inovasi Ekonomi 7, nr 01 (26.01.2022): 13–24. http://dx.doi.org/10.22219/jiko.v7i01.19920.
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This study aims to determine the effect of the quality of electronic services and sales promotion on customer satisfaction and loyalty, either directly or indirectly, where customer satisfaction is an intervening variable. This research is explanatory research with 96 respondents. Determination of the sample using non-probability sampling technique and applying structural equation modeling for analysis. The results of the study show that the quality of electronic services has a positive and significant effect on customer satisfaction; electronic services have no significant impact on loyalty; sales promotion has a positive and significant impact on customer satisfaction; sales promotion has a negative and significant effect on customer loyalty; customer satisfaction has a positive and significant impact on customer loyalty; the quality of electronic services has a positive and significant impact on customer loyalty through customer satisfaction. Sales promotion has a positive and significant effect on customer loyalty through customer satisfaction.
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Štreimikienė, Dalia, Asta Mikalauskienė, Urtė Sturienė i Grigorios L. Kyriakopoulos. "The Impact of Social Media on Sales Promotion in Entertainment Companies". E+M Ekonomie a Management 24, nr 2 (czerwiec 2021): 189–206. http://dx.doi.org/10.15240/tul/001/2021-2-012.
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Social networks including various social media are one of the main online marketing tools that help to achieve marketing aims of the company. Most of social media overlap and have more than one characteristic, aim or purpose. It should be noted that interaction, user-friendliness, openness, freedom and real time are the main features of all social media. When starting to discuss sales promotion of a company on social media, the concept of social commerce becomes inevitable. Taking into account current trend of expansion of internet marketing because it unites the biggest number of users and has the means to implement different aims of the companies, it is necessary explore the impact of social media on sales growth in specific sectors. The paper analyses the impact of social media for sales promotion in entertainment sector. During the quantitative research, 385 respondents were surveyed. The questionnaire of the quantitative research has been prepared based on the marketing communication model for social media used by entertainment companies. The questionnaire included closed type of questions, most of them are provided in Likert scale. The empirical study found that elements (promotion of sales increase; brand strengthening), maintaining connections with present and potential company’s clients that are used by the entertainment companies on social media help to promote sales with users’ engagement. Regular communication of entertainment companies on social media has a positive impact on sales, because users tend to follow such type of accounts actively. The study emphasised the main elements to be applied by the entertainment companies using social media. Therefore, the regular communication and use of influencers are highly recommended for sales promotion of companies. It is also important to stress that companies are advised to communicate regularly, as regularity in communication is one of the most important drivers of sales promotion.
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Bipasha, Sabikun Nahar. "Promotional Tools Influencing Service Consumption of Platform Businesses: A Study on Dhaka City". European Journal of Business and Management Research 7, nr 6 (24.11.2022): 161–69. http://dx.doi.org/10.24018/ejbmr.2022.7.6.1718.
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This paper aims to investigate the impact of promotional tools on platform businesses, which is a capability-based value-creation business model. Primary and secondary information has been collected for this study to identify the affiliation between promotion and its impact on users’ responses. To test the hypothesis that the promotion of platform business leads to an increase in its usage rate, a survey is conducted, and respondents are selected from two different City Corporations in Dhaka. A descriptive analysis is made by surveying total of 219 respondents. Among them, 116 samples are collected from Dhaka South City Corporation & remaining 103 samples are collected from Dhaka North City Corporation. The result revealed that there is an impact of promotion to increase the usage frequency of the platform’s users. Particularly sales promotional offers are mostly influencing users of platform businesses. It is also evident that due to promotional offers users are motivated for stockpiling which is directly hitting the sales revenue of the platform businesses.
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Pagán, Joséa, Sukhjit Sethi i Gökçe A. Soydemir. "The impact of promotion/advertising expenditures on citrus sales". Applied Economics Letters 8, nr 10 (październik 2001): 659–63. http://dx.doi.org/10.1080/13504850010029499.
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Ailawadi, Kusum L., Karen Gedenk, Christian Lutzky i Scott A. Neslin. "Decomposition of the Sales Impact of Promotion-Induced Stockpiling". Journal of Marketing Research 44, nr 3 (sierpień 2007): 450–67. http://dx.doi.org/10.1509/jmkr.44.3.450.
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Promotion-induced consumer stockpiling has a negative impact on manufacturers because it moves forward in time brand sales that would have occurred later at full margin. However, the resultant increase in consumer inventory has two potential benefits: increased category consumption and preemptive brand switches (the additional inventory of the promoted brand preempts the consumer's purchase of a competing brand in the future). Furthermore, there is a potential impact on repeat purchases of the stockpiled brand after the promotion. In this article, the authors present a model and simulation-based method to measure the benefits and costs of stockpiling and assess their relative magnitudes. They find that the benefits are substantial, but consumption appears to be the most important, followed by preemptive switching and then an increase in repeat purchases. These benefits easily offset the negative aspect of consumer stockpiling—namely, purchase acceleration by loyal customers who would have bought the brand at regular price at a later date.
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Jadhav, Smita, Atul Kumar i Vinaydeep Brar. "Issues impacting Sales Promotion in International Marketing". International Journal of Multidisciplinary: Applied Business and Education Research 3, nr 6 (20.06.2022): 1159–63. http://dx.doi.org/10.11594/ijmaber.03.06.18.
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Sales promotion in international marketing is somewhat different from domestic markets for a few reasons. Adequate information may not be available with the exporter to make sales promotion decisions. At the same time, customers from the foreign markets may not know the exporter and his products well. Further, the exporter might face resource constraints while executing sales promotion plans in the international markets. Thus, sales promotion in global marketing is a different ball game and requires an understanding of issues that impact the sales promotion plans in the international markets. In this paper, we enlist some such areas which need to be considered by exporters while working out their sales promotion strategies for the export markets. This has been done by way of a survey of 120 exporters. Ten critical factors have been identified that have a bearing on the sales promotion efforts of international marketing.
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Arumsari, Nurul Rizka, i Mira Meilia Marka. "Strategy Competitive Advantages through Marketing Performance". KINERJA 22, nr 2 (6.11.2018): 168–85. http://dx.doi.org/10.24002/kinerja.v22i2.1812.
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This study aims to describe efforts to create competitive advantages through marketing performance based on product innovation and promotion on SMEs weaving Troso in Jepara district. The research method used is multiple linear regression analysis 2 stages with sampling technique using purposive sampling. The results showed that product innovation as measured by three indicators covering product line, new product, and artificial product have a positive and significant influence on marketing performance. Promotions measured by six indicators covering advertising, personal selling, sales promotion and publicity have proven to have a positive and significant impact on marketing performance. Marketing performance measured by three indicators that include profit targets, customer growth, and sales turnover have a positive and significant impact on competitive advantage.Keywords: competitive advantage, marketing performance, product innovation, promotion
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Rombe, Yusuf. "The Effect of Promotion Mix on PT. Bank Rakyat Indonesia (Persero) Customer Decisions". JURNAL MANAJEMEN BISNIS 8, nr 1 (15.12.2020): 23–32. http://dx.doi.org/10.33096/jmb.v8i1.632.
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Objectively this study addresses the research formulations, including Does the promotion mix consisting of advertising, personal selling, sales promotion, and public relations have a positive and significant effect on customer decisions at PT. Bank Rakyat Indonesia (Persero), Jakarta branch? From several promotional mix variables, which variable has the most dominant influence on customer decisions to save at PT. Bank Rakyat Indonesia (Persero), Jakarta branch. The data collection method uses a questionnaire, which is distributed to 100 respondents who are customers. Measurement of data using a questionnaire. Based on the research results, the conclusions of this study are advertising, personal selling, and sales promotion have a positive and partially significant effect on customer decisions. In contrast, public relations has no significant impact, and the sales promotion variable is the dominant variable.
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Wardani, Indah Yuni, Widi Dewi Ruspitasari i Yunus Handoko. "PENGARUH KUALITAS PRODUK DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN ULANG MELALUI KEPUASAN PELANGGAN PADA 200 CAFE AND FOOD DI KOTA MALANG". Jurnal Ekonomi Manajemen dan Bisnis 3, nr 2 (29.12.2022): 89–100. http://dx.doi.org/10.32815/jubis.v3i2.1524.
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The intention of this research is to identify the influence of product quality and sales promotion toward repurchase decision which are indirectly mediated by customer satisfaction at 200 Café and Food in Malang city. This research is quantitative research. This study used accidental sampling with the analysis technique using descriptive statistics and SmartPLS 3.0 software. The result of the study showed that; There is positive and significant influence between product quality toward customer satisfaction directly, there is positive and significant influence between sales promotion toward consumer satisfaction directly, there is positive and significant impact between product quality toward repurchase decision, there is positive and significant impact between sales promotion toward repurchase decision, there is positive and significant impact between customer satisfaction on repurchase satisfaction, customer satisfaction can meadiate the impact of product quality toward repurchase decision, customer satisfaction can mediate the influence of sales promotion toward repurchase decision positively and significantly.
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Nazmi, Hendra. "PENGARUH PROMOSI PENJUALAN DAN SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN FURING PRIMA PADA PT. BIRU INDOKON". JRMB (Jurnal Riset Manajemen & Bisnis) 6, nr 1 (14.09.2021): 89–98. http://dx.doi.org/10.30743/jrmb.v6i1.3967.
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PT. Biru Indokon is a network steel distributor with the prime furing brand. The survey results revealed that several months ago problems arose related to sales promotions and distribution channels which caused sales targets to not be achieved as planned by the company. The purpose of this study was to examine and analyze the effect of sales promotion and distribution channels on purchasing decisions. The theory used in this study is the theory of sales promotion, distribution channels, and purchasing decisions. The method used is a quantitative approach, the type of research is descriptive quantitative and the nature of the research is descriptive explanatory. Methods of data collection with interviews and questionnaires. Method of data analysis with multiple linear regression. The population is consumers who buy prime furing as many as 111 people and sampling using a saturated sampling technique. The results of this study indicate that partial sales promotions and distribution channels have a positive and significant effect on purchasing decisions with a significant level of 0.05. Simultaneously, sales promotions and distribution channels have a positive and significant effect on purchasing decisions with a significant level of 0.05. This study concludes is that both partially and simultaneously sales promotions and distribution channels have a positive and significant impact on purchasing decisions for prime furing.
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Ali, Ahsan, i Khair Muhammad. "Impact of Promotional Tools on Consumer Buying Behavior: A Case of FMCG Industry". Journal of Marketing Strategies 3, nr 1 (4.06.2021): 44–67. http://dx.doi.org/10.52633/jms.v3i1.34.
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Instantaneous changes in the global socio-economic scenario due to rapid uncertainties and emerging technologies have framed a cutthroat competition between the market players across industries. This colossal change in business structures has altered the consumer demands and driven business focus to search for unique marketing tactics to attract, bring-in, and retain a larger customer pool through various promotional tools. The importance of unique marketing strategies for a business is undeniable as the exclusivity of marketing tools is the core idea to draw customer's attention towards the products. Marketers today are relentlessly trying to decipher new strategies through which changing customer demands can be catered to and seek innovative ideas to attain customer attention. This research project thus intends to test the effect of different promotional tools and their impacts on consumer buying behaviour. Every company hence tries to execute various forms of marketing tactics aimed to increase sales and to maximize business market share. Promotion is a mode of marketing that aspires to introduce and at the same time persuade consumers to buy the products offered by the business to enhance the sales volume and increase the firm’s profit margins. Hence, the purpose of this research study is to examine the impact of different promotion tools which include free samples, product price reductions, free coupons, and buy one get one free offer on consumer buying behaviour in the FMCG industry in Pakistan. This study was conducted in Karachi, and a total of 208 respondents were selected using the systematic random sampling technique. The data was collected through a self-administered structured questionnaire which was adapted from previous similar studies. Statistical tools were employed using SPSS and SmartPLS3 software to analyze the gathered data and find some meaningful results. The significance of this research is extensive as the key findings may help organizations devise appropriate promotional strategies to minimize their costs and maximize market share as well as profits. Moreover, the practical contributions of this research persist in the identification of sales promotion strategies that are pertinent to the management of clients in the FMCG market in Pakistan. Hence, this study will be beneficial for organizations to minimize their costs related to sales promotion and will provide the right promotional inducement, marketing strategies for businesses to increase sales by creating purchase behaviour practices for display.
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E. Schultz, Don, i Martin P. Block. "Sales promotion influencing consumer brand preferences/purchases". Journal of Consumer Marketing 31, nr 3 (6.05.2014): 212–17. http://dx.doi.org/10.1108/jcm-01-2014-0822.
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Purpose – This paper aims to investigate whether or not ongoing sales promotion contributed to the declines in “no brand preference” (NBP). Part of an ongoing series investigating the growth of US consumer’s responses of NBP for more than 1,500 frequently purchased consumer product brands. Data were drawn from responses to a very large (1.1 million) online longitudinal consumer questionnaire during 2002-2012. Design/methodology/approach – Additional research, combining this data set with two other major US longitudinal studies, confirmed results. This study focused on determining reasons for NBP increase. Initial data set included use of and influence of 23 in-store promotional tools. These were investigated to determine impact and effect. Findings – Four leading sales promotional tools, based on consumer influence, were coupons, home samples, in-store samples and retail shopper cards. Shopper cards had most influence on purchase of secondary, not primary brands in categories. Shopper cards are a clearly underused promotional tool in building brand preference and sales. Research limitations/implications – Limited to US consumer products only. No attempt made to connect media advertising and in-store media impact or effect. Practical implications – Future investigation should focus on other geographies, synergy between media advertising and promotional techniques. Also, the study is all aggregated data; individual brand investigations should be made. Shopper cards appear to be a major opportunity for secondary brands. More focus on cooperative activities between brands and retailers would benefit both. Originality/value – Paucity of longitudinal customer-view research on shopper cards identifies both manufacturer and retailer opportunities, particularly secondary brands.
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Luo, Hanyang, Sijia Cheng, Wanhua Zhou, Wugang Song, Sumin Yu i Xudong Lin. "Research on the Impact of Online Promotions on Consumers’ Impulsive Online Shopping Intentions". Journal of Theoretical and Applied Electronic Commerce Research 16, nr 6 (14.09.2021): 2386–404. http://dx.doi.org/10.3390/jtaer16060131.
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Online shopping has developed rapidly, but recently, the sales of some online stores have suffered due to the decrease in people’s income caused by the epidemic. How to grasp the psychology and behavior of consumers and formulate effective marketing strategies is important for increasing sales. This paper puts forward a research model and eight hypotheses based on the research on the promotion situation and the types of products promoted on consumers’ impulse shopping, and uses regression analysis, t-test, stepwise regression and analysis of variance to conduct data analysis. The results show that online promotion has a significant impact on consumers’ willingness, and the anticipated regrets in different directions have totally different effect on willingness; the type of product promoted, and the impulsive characteristics of consumers play a moderating role; online promotion affects consumers’ impulsive online shopping intentions through the intermediary effect of expected regret. The influence of anticipated regrets on impulsive online shopping intention is proposed creatively, and the results also provide e-commerce merchants and customers with new insights in managing and treating online promotions. Managerial implications like controlling the duration of promotions and the number of preferential goods are put forward based on our analysis.
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Mauligita, Syahnaz Zun Nur’ain, i Nila Armeilia Windasari. "Brand strategies development through sales promotion and endorsement of Small and Medium Enterprises (SME) in West Java Indonesia". Research, Society and Development 10, nr 8 (8.07.2021): e13410817143. http://dx.doi.org/10.33448/rsd-v10i8.17143.
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Not all business in the market get customer attentions as they deserve, especially for Small Medium Enterprise (SME). It sparks fierce competition between SME to stand out from rivals in the market. Sales promotion is known as one of the most effective method which influence sales volume, especially for SME’s market. The second strategy is having endorsement from a third-party. Previous studies have identified impact of monetary promotion through online and in-store strategy to build strong brand identity without, and so as endorsement. However, there is still inadequate understanding of branding development particularly what specific promotions and endorsement works better for SME, as previous research are mostly based on multinational or big firms which have different characteristics with SME. Therefore, this paper examine the impact of two types of promotions, which are: monetary (vs non-monetary) promotion and celebrity (vs.non-celebrity) endoresement into better customer perceptions about SMEs’ product and brand.
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Riska Anastasia Ningrum i Afrima Widanti. "Effect of Shopping Lifestyle and Sales Promotion on Impulse Buying Moderated By Openness To Experience on Shopee". International Journal of Management and Digital Business 2, nr 1 (8.05.2023): 14–29. http://dx.doi.org/10.54099/ijmdb.v2i1.554.
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This research aims to analyze the effect of shopping lifestyle and sales promotion on impulse buying with openness to experience as a moderating variable in shopee e-commerce users. This research method was quantitative, and online questionnaires collected primary data. Participants of this research as counted 200 individuals who used as sample. This research used PLS-SEM with the help of the SmartPls version 3.3.9 to analyze the data. This research showed that testing the first hypothesis indicates that the higher the shopping lifestyle, the more impulse buying in online shopping will increase. Second, the results of the two hypotheses indicate that the research hypothesis is accepted. It means the higher the sales promotion, the higher the level of impulse buying that occurs in online shopping. Finally, the third test results show that the research hypothesis is accepted and that openness to experience could impact sales promotions on impulse buying. Three factors influence impulse buying, shopping lifestyle, sales promotion, and openness to experience.
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Renwarin, Joseph M. J. "The Evaluation Of Sales Promotion In Jakarta Retail Business". Jurnal Manajemen 23, nr 2 (8.06.2019): 191. http://dx.doi.org/10.24912/jm.v23i2.471.
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The occurrence of the gap phenomenon between Indonesia's economic growth and population has increased but the retail market has declined. Therefore, the purpose of research is to find out how much the relationship between sales promotions and customer satisfaction in Matahari stores. The research method uses a quantitative approach with accidental sampling method through the distribution of questionnaires to 100 retail customers. The result of this research is the relationship between sales promotion and increasing customer satisfaction. The management should focus on midnight sale and member membership because it has a significant impact on customer satisfaction. The voucher discount variable and buy two get one free have not significant on customer satisfaction. In the next future, the research focuses on the increase of online shore sales promotion.
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Antara, I. Made Risya Surya, i Ni Made Rastini. "The Influence of Brand Image, Sales Promotion and Quality of Service on Customer Satisfaction Car Rental Service". European Journal of Business and Management Research 7, nr 2 (6.04.2022): 223–26. http://dx.doi.org/10.24018/ejbmr.2022.7.2.1273.
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This causal associative research aims to determine the effect of brand image, sales promotion, and service quality on customer satisfaction in car rental services. Data were collected by using a google form questionnaire which was measured by a Likert scale. Samples were taken by purposive sampling with 100 respondents. The data analysis technique used is multiple linear regression. This study shows that brand image, sales promotion, and service quality have a positive and significant impact on customer satisfaction. The company is expected to pay more attention to customer satisfaction by paying attention to the brand image, maintaining sales promotions carried out and maintaining the quality of services provided by improving the performance of handling complaints by customers.
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Dastidar, Surajit Ghosh, i Prasenjit Chakravarty. "Effect of Encumbrances on Response to Sales Promotions". FIIB Business Review 7, nr 2 (czerwiec 2018): 135–45. http://dx.doi.org/10.1177/2319714518787559.
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Sales promotions serve as important marketing tools to obtain immediate incremental sales. However, sales promotion campaigns are profitable only if the promotional offers (deals) can induce switch from competitor brands. However, redeeming deals may necessitate the purchase of less preferred brands and patronization of non-preferred stores, and incurring extra-expenses for subscribing to extra newspapers and magazines to obtain deals such as coupons and contests. Therefore, consumers may perceive brand, store and extra-expense encumbrances while responding to the deal offers. Thus, marketing strategists face an important question: whether these encumbrances have any impact on the consumers’ response to deals. This study addresses this question and finds significant positive effect of encumbrances on deal proneness. The study is carried out across multiple deal types and two product categories for generalization of the findings.
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Yuliana, Siti, i Ken Sudarti. "MODEL PENINGKATAN IMPULSE BUYING MELALUI PHYSICAL SURROUNDING, SOCIAL SURROUNDING, DAN SALES PROMOTION". Jurnal Ekonomi dan Bisnis 19, nr 1 (11.01.2018): 71. http://dx.doi.org/10.30659/ekobis.19.1.71-79.
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This study attempts to know whether physical surrounding , social surrounding , and salespromotion impact on impulse buying , exhibit visitors held in citraland mall .Population in thisresearch is visitors exhibition .Samples to be taken as many as 100 respondents with using atechnique explanory sample , using multiple regression technique .This research result indicatesthat physical surrounding have a positive influence to sales promotion .Social surrounding havea positive influence to sales promotion .Physical surrounding have a positive influence to impulsebuying .Social surrounding have a positive influence to impulse buying .Sales promotion havea positive influence to impulse buyingKeywords : physical surrounding, social surrounding, sales promotion and impulse buying.
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Khan, Zawar. "Impact of Sales Promotion, Advertising and Direct Marketing on Sale of Cosmetic Products". Journal of Marketing Strategies 2, nr 1 (22.03.2021): 20–34. http://dx.doi.org/10.52633/jms.v2i1.26.
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Retail markets have been one of the most rapid-growing markets in the world for the last decade; to stay competitive, retailers use effective sales promotions tools and that become a vital technique for marketers to stimulate consumer buying behavior towards purchasing any product. This study aims to determine the impact of the most used tools of sales promotion in the retail sector such as coupons, sample, price discount and buy one get one free on consumer buying behavior from two aspects: brand switching and customer loyalty. This study based on a literature review, conceptual framework and hypothesis which open the door for future researchers to expand more in this field.
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Anthonia, Uloko. "Impact of Promotion on Profitability of an Organisation: A Study of Nigerian Bottling Company PLC". Journal of Advance Research in Business Management and Accounting (ISSN: 2456-3544) 5, nr 3 (31.03.2019): 01–20. http://dx.doi.org/10.53555/nnbma.v5i3.2.
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The study assesses the impact of promotion on the profitability of the Nigeria Bottling Company Plc, Enugu Plant. The population of the study was made up of 56 management staff drawn from marketing, sales and accounting/finance departments of the company. Employing a census technique, the whole population of 56 management staff constituted the sample size of the study and data obtained from the 56 copies of the questionnaire were presented using descriptive statistics whereas, multiple regression analysis with the aid of the Statistical Package for Social Science (SPSS) was conducted to test both the company’s financial statement from the year 2003 to 2012 and the hypotheses. The findings from data analysis of company’s financial statement shows that, profit is slightly influenced by the variables of sales income not necessary cost of promotion, while the results of the hypotheses testing indicated that, advertising has no significant impact on profitability; sales promotion has a significant impact on profitability; personal selling has no significant impact on profitability; public relations has a significant impact on profitability. The need for an organization to properly coordinate its promotional strategies to achieve a clear consistent and competitive message about itself and its products has become an issue of concern to every result driving firm. The study concluded that, promotion is an important tool that helps companies to improve their profitability. We recommended that there is the need for organizations to increasingly integrate effective promotion in their activities to improved their profitability and competitive advantage.
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Patel, Kaushik K. Amrutlal, i Tejas Shah. "Analysing emotional impact of sales promotion on fmcg products purchase". JIMS8M: The Journal of Indian Management & Strategy 22, nr 4 (2017): 48. http://dx.doi.org/10.5958/0973-9343.2017.00031.x.
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Selly, Selly, Darwin Lie, Efendi Efendi i Nana Triapnita Nainggolan. "PENGARUH IKLAN DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA SITUS BELANJA ONLINE LAZADA (STUDI KASUS PADA MAHASISWA SEMESTER VI PROGRAM STUDI SARJANA MANAJEMEN STIE SULTAN AGUNG)". SULTANIST: Jurnal Manajemen dan Keuangan 7, nr 1 (22.09.2019): 46–55. http://dx.doi.org/10.37403/sultanist.v7i1.136.
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The purpose of this research is: 1. To determine the description of advertising, sales promotion of purchasing consumer decisions online shopping Lazada (study case on the college student for management program bachelor semester 6th). 2. To determine the influence of advertising and sales promotion of the purchasing costumer decision online shopping Lazada (study case on the college student for management program bachelor semester 6th at STIE Sultan Agung).The result of this study can be summarized a follows: 1. Ads are good, sales promotion are high and the decision is good. 2. The result of multiple linear regression analysis show that there is a positive influence between advertising and sales promotion on purchasing consumer decision. 3. The result of the analysis of the correlation coefficients obtain are high and positive relationship between advertising and sales promotion to consumer purchasing decision. Then viewed from the coefficient of determination shows whether or not a consumer purchase decision can be explained by advertising and sales promotion while the rest is influenced by other variables.4. Hypothesis test result stated Ho rejected means advertising and sales promotion have a positive and significant impact on purchasing consumer decisions both simultaneously and partially. Keyword: Advertisement, Sales Promotion and Purchasing Consumer Decision
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Alimudin, Arasy, Achmad Zakki Falani, Alexander Machicky Mayestino, Agus Sukoco i Elok Damayanti. "The Effect of Promotional Strategies Through Social Media Marketing on Sales Volume of Micro Small and Medium Enterprises Post-Covid-19 Pandemic". IJEBD (International Journal of Entrepreneurship and Business Development) 5, nr 4 (31.07.2022): 806–16. http://dx.doi.org/10.29138/ijebd.v5i4.1934.
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Purpose: The purpose of this study was to determine and analyze the effect of advertising promotion strategies and sales promotions through social media marketing on the sales volume of small and medium enterprises after the Covid 19 pandemic.
Design/methodology/approach: This study uses quantitative research methods and includes explanatory research because this study intends to explain the causal relationship between variables through hypothesis testing using partial least squares path modeling (PLS-SEM) analysis techniques. The population is MSMEs that use promotional strategies to increase sales volume where the population size is not known with certainty, so for determining the sample using the Chocran formula and based on these calculations, in this study the number of samples used was 100 respondents.
Findings: Based on the results of hypothesis testing using SEM-PLS, it is known that the effect of advertising on social media marketing has a significance of 0.04 which is smaller than 0.05. The test results of the influence of Advertising on Sales Volume show a significance scores of 0.19 which is greater than 0.05 and this is in accordance with the facts on the ground due to the COVID-19 pandemic, there is no advertising ability from MSMEs. The test results of the influence of sales promotion on social media marketing show a significance scores of 0.00 which is lower than 0.05. The test results of the influence of sales promotion on sales volume showed a significance scores of 0.00 lower than 0.05. The test results of the influence of social media marketing on sales volume show a significance scores of 0.00 which is lower than 0.05. The effect of X1 on Sales Volume (Z) through social media marketing (Y) is only 7.2%. This effect is small, positive and not significant, as well as the effect of Sales Promotion (X2) on Sales Volume (Z) through social media marketing (Y) of 13%, This effect is small, positive and insignificant. However, the total effect of X1 on Z is 0.202, which means that if X1 increases by one unit, Z can increase directly and indirectly through Y by 20.2%. This effect is Sales Volume (Z), which means that if X2 increases by one unit, Z can increase directly and indirectly through Y by 57.7%. To increase the sales volume of MSMEs after the COVID-19 pandemic, it is necessary to increase the ability of MSMEs to advertise through social media marketing without paying by creating attractive and effective sales promotion strategies in the form of news through social media which can have an impact on increasing MSME sales volume.
Paper types: Research paper