This study assessed the effect of various sales promotion techniques on consumer patronage of toothpaste brands in Ado-Ekiti, Nigeria. A survey was conducted of 320 toothpaste consumers using questionnaires. Logit regression and chi-square analysis were used to analyze the effects of demographics and promotion tools on patronage. The study found that consumer toothpaste purchases were most influenced by product information provided on packaging, followed by advertisements and promotions featuring people with white smiles. Free samples and gifts had the least influence on patronage. Marketers should provide accurate product information and emphasize benefits to stimulate sales across consumer segments.
This document discusses the effects of advertising on brands and consumer durable products. It provides background on marketing and advertising, defining advertising as a paid form of non-personal mass media promotion to communicate with large groups. Advertising can be product-oriented or institutional. The document examines how advertising positively impacts brand awareness but has no significant effect on perceived quality. It aims to analyze the relationship between advertising, brand perception, and product sales, hypothesizing that advertising helps create brand image and guides consumer decisions based more on brand than price.
Consumer Buying behaviour towards toothpasterose4samad
This document summarizes a study on consumer buying behavior towards toothpaste in twins cities. The objectives were to examine demographic factors, consumer awareness, influence of promotions, and product attributes influencing purchases. A survey of 50 consumers was conducted using a questionnaire. Results found most consumers were 18-25 years old, students, used toothpaste daily, and purchased once or twice a month. The most preferred brands were Colgate and Close-Up. Consumers were most influenced by quality, flavor, and price. They switched brands mainly due to advertising impact, packaging changes, and price increases of their current brand.
Pepsodent is a leading toothpaste brand in India with the second highest market share. It uses segmentation strategies like rural/urban geographic segmentation and variants for different consumer needs. It has experimented with various positioning strategies over time like lasting protection and germ fighting. Consumer behavior is influenced by cultural, social, personal and psychological factors. The dental market in India is growing due to factors like aging population and dental tourism.
The document discusses a study on brand preference for cosmetics in Khulna City, Bangladesh. It aims to identify factors that influence brand preference and their relationship to buying behavior. A survey was conducted with 384 individuals, collecting data on brand image, fashion consciousness, price, promotion, quality, satisfaction and their impact on brand preference. Regression analysis found brand image, price and satisfaction have a positive impact while promotion, fashion consciousness and quality have a negative impact. Brand image and price were statistically significant factors.
Practices of IMC in Fast Moving Consumer Goods in BangladeshEnamul Islam
Fast-moving consumer goods (FMCG) are products that are sold quickly and at relatively low cost. Examples include non-durable goods such as soft drinks, toiletries, over-the-counter drugs, toys, processed foods, and many other consumables. The term was coined by Neil H. Borden in 'The Concept of the Marketing Mix' in 1965. FMCGs generally have a short shelf life. Some FMCGs, such as meat, fruits and vegetables, dairy products, and baked goods, are highly perishable. Other goods such as alcohol, toiletries, pre-packaged foods, soft drinks, and cleaning products have high turnover rates.
This document summarizes research on the impact of brand preference on consumers in the UK. It discusses how brand preference reveals consumer attributes and influences purchase decisions. Traditional models of brand preference are uni-dimensional and focus on rational attributes, while newer concepts consider irrational attributes and the role of brand experiences in shaping preferences. The document also examines factors that influence brand preference like awareness, familiarity and pioneering brands having long-term advantages in the UK market. Local brands are more flexible than international brands in adapting to local needs.
This document discusses ingredient branding as a differentiation strategy for fast-moving consumer goods (FMCG) companies in India. It provides background on the FMCG market in India and defines ingredient branding. Ingredient branding involves incorporating a branded ingredient into a host product to build brand image and differentiation. The document reviews literature on ingredient branding and analyzes examples of successful ingredient branding strategies in consumer durables. It then examines characteristics of the FMCG market and provides suggestions for implementing ingredient branding for FMCG companies, such as choosing ingredients with unique benefits to create appeal and awareness. The conclusion is that careful planning is needed to maximize the benefits of any ingredient branding strategy.
This document discusses the effects of advertising on brands and consumer durable products. It provides background on marketing and advertising, defining advertising as a paid form of non-personal mass media promotion to communicate with large groups. Advertising can be product-oriented or institutional. The document examines how advertising positively impacts brand awareness but has no significant effect on perceived quality. It aims to analyze the relationship between advertising, brand perception, and product sales, hypothesizing that advertising helps create brand image and guides consumer decisions based more on brand than price.
Consumer Buying behaviour towards toothpasterose4samad
This document summarizes a study on consumer buying behavior towards toothpaste in twins cities. The objectives were to examine demographic factors, consumer awareness, influence of promotions, and product attributes influencing purchases. A survey of 50 consumers was conducted using a questionnaire. Results found most consumers were 18-25 years old, students, used toothpaste daily, and purchased once or twice a month. The most preferred brands were Colgate and Close-Up. Consumers were most influenced by quality, flavor, and price. They switched brands mainly due to advertising impact, packaging changes, and price increases of their current brand.
Pepsodent is a leading toothpaste brand in India with the second highest market share. It uses segmentation strategies like rural/urban geographic segmentation and variants for different consumer needs. It has experimented with various positioning strategies over time like lasting protection and germ fighting. Consumer behavior is influenced by cultural, social, personal and psychological factors. The dental market in India is growing due to factors like aging population and dental tourism.
The document discusses a study on brand preference for cosmetics in Khulna City, Bangladesh. It aims to identify factors that influence brand preference and their relationship to buying behavior. A survey was conducted with 384 individuals, collecting data on brand image, fashion consciousness, price, promotion, quality, satisfaction and their impact on brand preference. Regression analysis found brand image, price and satisfaction have a positive impact while promotion, fashion consciousness and quality have a negative impact. Brand image and price were statistically significant factors.
Practices of IMC in Fast Moving Consumer Goods in BangladeshEnamul Islam
Fast-moving consumer goods (FMCG) are products that are sold quickly and at relatively low cost. Examples include non-durable goods such as soft drinks, toiletries, over-the-counter drugs, toys, processed foods, and many other consumables. The term was coined by Neil H. Borden in 'The Concept of the Marketing Mix' in 1965. FMCGs generally have a short shelf life. Some FMCGs, such as meat, fruits and vegetables, dairy products, and baked goods, are highly perishable. Other goods such as alcohol, toiletries, pre-packaged foods, soft drinks, and cleaning products have high turnover rates.
This document summarizes research on the impact of brand preference on consumers in the UK. It discusses how brand preference reveals consumer attributes and influences purchase decisions. Traditional models of brand preference are uni-dimensional and focus on rational attributes, while newer concepts consider irrational attributes and the role of brand experiences in shaping preferences. The document also examines factors that influence brand preference like awareness, familiarity and pioneering brands having long-term advantages in the UK market. Local brands are more flexible than international brands in adapting to local needs.
This document discusses ingredient branding as a differentiation strategy for fast-moving consumer goods (FMCG) companies in India. It provides background on the FMCG market in India and defines ingredient branding. Ingredient branding involves incorporating a branded ingredient into a host product to build brand image and differentiation. The document reviews literature on ingredient branding and analyzes examples of successful ingredient branding strategies in consumer durables. It then examines characteristics of the FMCG market and provides suggestions for implementing ingredient branding for FMCG companies, such as choosing ingredients with unique benefits to create appeal and awareness. The conclusion is that careful planning is needed to maximize the benefits of any ingredient branding strategy.
A comparative study on consumer behaviour about colgate and pepsodent ...Anand Gupta
This document provides information about a comparative study on consumer behavior regarding Colgate and Pepsodent toothpaste brands in Indore, India. It includes profiles of Colgate-Palmolive Company and Pepsodent-Hindustan Unilever Limited, which are the parent companies of the toothpaste brands. Various factors that influence consumer behavior are discussed such as product quality, packaging, promotion, brand awareness, and family influence. The study methodology and several data tables are presented, showing results of consumer surveys such as brand preference, reasons for choice, affordable options, and preferred varieties. Most respondents indicated preferring Colgate due to quality and finding it more affordable than Pepsodent or other brands. The majority
This document provides an analysis of Sensodyne's planned electric toothbrush, the Sensodyne Tooth Guardian. It begins with an introduction to the product and the need it addresses. Next, it performs a brand analysis, industry analysis of major competitors, and SWOT analysis. It then provides details on market segmentation, target markets, positioning, product strategies, pricing strategy, and promotion and marketing campaigns. The overall marketing strategy focuses on product differentiation, collaborating with dental specialists, advertising, and exploring retail marketing channels.
Brand positioning involves differentiating a brand in the minds of consumers by emphasizing certain attributes or benefits that are important to the target segment. There are four key components of brand positioning: 1) product category, 2) targeted consumer segment, 3) brand location in consumer perceptions, and 4) emphasized benefits and attributes. Effective positioning establishes a brand as the superior choice compared to competitors by communicating its attributes and benefits in a credible way. Perceptual mapping techniques like image profile analysis and factor analysis can be used to understand how brands are perceived on various attributes relative to competitors and an ideal brand image.
Himalaya is launching a new toothpaste targeting the niche oral care category. It will be positioned as a premium herbal toothpaste called "Himalaya Active Herbs Toothpaste" that provides freshness and solves problems like gum swelling, tooth decay, and bad breath. Research found the niche category has high involvement and consumers seek solutions to oral health issues. The toothpaste will be advertised as a natural, healthy oral care product using the brand's herbal expertise to provide safe, reliable protection with long-lasting freshness.
The document discusses research into female consumer buying behavior of cosmetics. It begins with background on the history of cosmetics and the size of the global cosmetics market. It then discusses the importance of understanding consumer behavior for business success. The document outlines several research objectives, including determining the impact of brand perception, packaging design, product/service quality, and price on cosmetic purchasing behavior. It proposes hypotheses and defines key terms. Finally, it provides an overview of the research framework and organization of the study.
Impact of Brand Image, Trust and Affect on Consumer Brand Extension Attitude:...fahidsohail
This document summarizes a research study that examined the impact of brand image, trust, and affect on consumer brand extension attitudes, with a focus on the mediating role of brand loyalty. The study tested relationships between these variables using data from 200 female respondents regarding their use of cosmetic brands. Key findings included:
1) Brand image, trust, and affect were positively associated with brand extension attitude.
2) Brand image, trust, and affect were positively associated with brand loyalty.
3) Brand loyalty was positively associated with brand extension attitude.
4) Brand loyalty was found to mediate the relationships between brand image, trust, and affect with brand extension attitude. Specifically, brand loyalty partially mediated the impact
This document provides an analysis of Johnson & Johnson (JNJ) including an industry outlook, company overview, investment rationale, catalysts, risks, and valuation. Key points include:
- The healthcare industry is expected to grow annually by 3.7-6.5% driven by an aging population and increasing access to pharmaceuticals.
- JNJ has a diverse product portfolio and generates nearly half its revenue in the US. It has a large R&D pipeline and spends over $8 billion annually on R&D.
- JNJ maintains a strong financial position with consistent profitability, low debt levels, and growing free cash flow that could support acquisitions.
- Near-term catalysts include potential
Johnson & Johnson is a multinational brand with headquarter in New Jersey, United states of America. The presentation include the overview, Product Innovations, Innovation & Environment, Covid19 Vaccine briefly.
This document summarizes a research study that examined how limited edition products, consumer culture, and perceived product value influence purchase intention of Magnum Filter's limited edition cigarettes in Indonesia. The study involved a survey of 100 cigarette consumers in Bandung, Indonesia. The results of the study found:
1) Limited edition product packaging and consumer culture significantly influence perceived product value.
2) Limited edition product packaging and perceived product value significantly influence purchase intention, but consumer culture does not significantly influence purchase intention.
3) Perceived product value significantly influences purchase intention.
The study provides insights into factors that drive the success of limited edition products in the tobacco industry in Indonesia.
Colgate Palmolive - The Precision Toothbrush - Case Study AnalysisSharanya Ray
Colgate Palmolive is analyzing the launch of its new Precision toothbrush. The Precision toothbrush provides triple brushing action and is more effective at plaque removal than rivals. It is positioned in the super-premium market segment at a higher price point. While the toothbrush market has grown steadily, Colgate aims to target the niche segment of therapeutic brushers with the Precision. Colgate's recommendations include providing free samples to dentists to promote the Precision as the professional's choice and offering refund guarantees to build customer loyalty for the new product.
Branding plays an important role in consumer purchasing decisions. Strong brands help simplify consumer choice by allowing them to select brands they have trusted in the past. Branding can also provide competitive advantages by differentiating products. Brand equity refers to the financial value and assets associated with a brand name, including consumer goodwill and loyalty. It is created when consumers are willing to pay more for a branded product due to the brand's reputation and perceived quality. Managing brand equity well is important for companies as it can positively impact sales volumes and consumer perceptions.
This study investigated the effect of product redesign on consumer brand loyalty in developing
countries drawing evidence from selected manufacturing firms in South East Nigeria. Further, it sought to
assess the components of product redesign applied by firms and examine the extent to which they affect
customers brand loyalty. The study adopted the survey research design using questionnaires for data collection.
A proportional stratified random sample of 553 staff of manufacturing firms was drawn from a population of
7112. Spearman rank order correlation coefficient was used to test the reliability of the instrument given a
coefficient of 0.83.
A study on relationship between income level and branded milkAlexander Decker
This study examined the relationship between income level and dimensions of branded milk in India. 325 milk consumers in Tamil Nadu completed questionnaires assessing their perceptions of branded milks along dimensions like imagery, feelings, and resonance. Statistical analysis found significant differences in imagery and feelings based on income level, but no significant differences in salience, performance, or resonance. The study provides insights into how income impacts consumer perceptions of branded milk brands.
Johnson & Johnson's 2015 marketing plan analyzes the company's current strengths and weaknesses, as well as opportunities and threats. It identifies JNJ's dominance in the healthcare market as a strength but notes weaknesses like lawsuits over illegal promotion of Risperdal. The plan proposes three strategies: implementing a prescription savings program, engineering a drug to treat a disease caused by antipsychotics, and expanding into foreign markets through meetings with officials. The goal is to improve customer loyalty, gain market share internationally, and address issues like Risperdal to benefit JNJ's performance in 2017.
This document provides an overview of Johnson & Johnson (J&J), a large multinational company that operates in the consumer goods and pharmaceutical industries. It discusses J&J's founding, operations in over 60 countries, vision to advance health and well-being, and major product segments. The document also summarizes J&J's financial performance, competitors, marketing strategies, recruitment processes, training programs, and efforts to create an engaging environment for employees.
Johnson & Johnson is a global healthcare company founded in 1886 in New Jersey. It has over 114,000 employees worldwide and sells its products in 175 countries. The company's segments include consumer health, pharmaceuticals, and medical devices. It has a strong presence in India dating back to 1947. Johnson & Johnson is guided by its credo which outlines priorities for customers, employees, communities, and shareholders. The company's strategic capabilities include its diverse product portfolio and global presence.
Customer experience in supermarkets and hypermarkets – A comparative studyiosrjce
- The document examines customer experience in supermarkets and hypermarkets in India through a survey of 418 customers.
- It finds that in supermarkets, previous experience, atmosphere, price, social environment and experience in other channels most influence customer experience, while in hypermarkets, previous experience, product assortment, social environment and experience in other channels are most influential.
- The study provides insights for retailers on key determinants of customer experience in each format to help them improve strategies and competitive positioning.
The document discusses various sales promotion techniques including discount coupons, price discounts, contests, gifts, samples, and loyalty reward programs. Discount coupons are designed for print advertisements and allow customers to claim savings. Price discounts let customers buy products at a lower price. Contests offer prizes for customers who complete contest forms. Gifts are offered for purchases over a certain value. Samples provide small amounts of products free. Loyalty programs encourage repeat purchases by offering points that can be redeemed for gifts or discounts.
to measure the Impact of sales promotion on personal care products vs consume...Sunny Gandhi
impact of sales promotion, communications, consumer electronics, personal care products, aida model research, cognition affection and behaviour with sales promoton, demographics and response to sales promotion.
A comparative study on consumer behaviour about colgate and pepsodent ...Anand Gupta
This document provides information about a comparative study on consumer behavior regarding Colgate and Pepsodent toothpaste brands in Indore, India. It includes profiles of Colgate-Palmolive Company and Pepsodent-Hindustan Unilever Limited, which are the parent companies of the toothpaste brands. Various factors that influence consumer behavior are discussed such as product quality, packaging, promotion, brand awareness, and family influence. The study methodology and several data tables are presented, showing results of consumer surveys such as brand preference, reasons for choice, affordable options, and preferred varieties. Most respondents indicated preferring Colgate due to quality and finding it more affordable than Pepsodent or other brands. The majority
This document provides an analysis of Sensodyne's planned electric toothbrush, the Sensodyne Tooth Guardian. It begins with an introduction to the product and the need it addresses. Next, it performs a brand analysis, industry analysis of major competitors, and SWOT analysis. It then provides details on market segmentation, target markets, positioning, product strategies, pricing strategy, and promotion and marketing campaigns. The overall marketing strategy focuses on product differentiation, collaborating with dental specialists, advertising, and exploring retail marketing channels.
Brand positioning involves differentiating a brand in the minds of consumers by emphasizing certain attributes or benefits that are important to the target segment. There are four key components of brand positioning: 1) product category, 2) targeted consumer segment, 3) brand location in consumer perceptions, and 4) emphasized benefits and attributes. Effective positioning establishes a brand as the superior choice compared to competitors by communicating its attributes and benefits in a credible way. Perceptual mapping techniques like image profile analysis and factor analysis can be used to understand how brands are perceived on various attributes relative to competitors and an ideal brand image.
Himalaya is launching a new toothpaste targeting the niche oral care category. It will be positioned as a premium herbal toothpaste called "Himalaya Active Herbs Toothpaste" that provides freshness and solves problems like gum swelling, tooth decay, and bad breath. Research found the niche category has high involvement and consumers seek solutions to oral health issues. The toothpaste will be advertised as a natural, healthy oral care product using the brand's herbal expertise to provide safe, reliable protection with long-lasting freshness.
The document discusses research into female consumer buying behavior of cosmetics. It begins with background on the history of cosmetics and the size of the global cosmetics market. It then discusses the importance of understanding consumer behavior for business success. The document outlines several research objectives, including determining the impact of brand perception, packaging design, product/service quality, and price on cosmetic purchasing behavior. It proposes hypotheses and defines key terms. Finally, it provides an overview of the research framework and organization of the study.
Impact of Brand Image, Trust and Affect on Consumer Brand Extension Attitude:...fahidsohail
This document summarizes a research study that examined the impact of brand image, trust, and affect on consumer brand extension attitudes, with a focus on the mediating role of brand loyalty. The study tested relationships between these variables using data from 200 female respondents regarding their use of cosmetic brands. Key findings included:
1) Brand image, trust, and affect were positively associated with brand extension attitude.
2) Brand image, trust, and affect were positively associated with brand loyalty.
3) Brand loyalty was positively associated with brand extension attitude.
4) Brand loyalty was found to mediate the relationships between brand image, trust, and affect with brand extension attitude. Specifically, brand loyalty partially mediated the impact
This document provides an analysis of Johnson & Johnson (JNJ) including an industry outlook, company overview, investment rationale, catalysts, risks, and valuation. Key points include:
- The healthcare industry is expected to grow annually by 3.7-6.5% driven by an aging population and increasing access to pharmaceuticals.
- JNJ has a diverse product portfolio and generates nearly half its revenue in the US. It has a large R&D pipeline and spends over $8 billion annually on R&D.
- JNJ maintains a strong financial position with consistent profitability, low debt levels, and growing free cash flow that could support acquisitions.
- Near-term catalysts include potential
Johnson & Johnson is a multinational brand with headquarter in New Jersey, United states of America. The presentation include the overview, Product Innovations, Innovation & Environment, Covid19 Vaccine briefly.
This document summarizes a research study that examined how limited edition products, consumer culture, and perceived product value influence purchase intention of Magnum Filter's limited edition cigarettes in Indonesia. The study involved a survey of 100 cigarette consumers in Bandung, Indonesia. The results of the study found:
1) Limited edition product packaging and consumer culture significantly influence perceived product value.
2) Limited edition product packaging and perceived product value significantly influence purchase intention, but consumer culture does not significantly influence purchase intention.
3) Perceived product value significantly influences purchase intention.
The study provides insights into factors that drive the success of limited edition products in the tobacco industry in Indonesia.
Colgate Palmolive - The Precision Toothbrush - Case Study AnalysisSharanya Ray
Colgate Palmolive is analyzing the launch of its new Precision toothbrush. The Precision toothbrush provides triple brushing action and is more effective at plaque removal than rivals. It is positioned in the super-premium market segment at a higher price point. While the toothbrush market has grown steadily, Colgate aims to target the niche segment of therapeutic brushers with the Precision. Colgate's recommendations include providing free samples to dentists to promote the Precision as the professional's choice and offering refund guarantees to build customer loyalty for the new product.
Branding plays an important role in consumer purchasing decisions. Strong brands help simplify consumer choice by allowing them to select brands they have trusted in the past. Branding can also provide competitive advantages by differentiating products. Brand equity refers to the financial value and assets associated with a brand name, including consumer goodwill and loyalty. It is created when consumers are willing to pay more for a branded product due to the brand's reputation and perceived quality. Managing brand equity well is important for companies as it can positively impact sales volumes and consumer perceptions.
This study investigated the effect of product redesign on consumer brand loyalty in developing
countries drawing evidence from selected manufacturing firms in South East Nigeria. Further, it sought to
assess the components of product redesign applied by firms and examine the extent to which they affect
customers brand loyalty. The study adopted the survey research design using questionnaires for data collection.
A proportional stratified random sample of 553 staff of manufacturing firms was drawn from a population of
7112. Spearman rank order correlation coefficient was used to test the reliability of the instrument given a
coefficient of 0.83.
A study on relationship between income level and branded milkAlexander Decker
This study examined the relationship between income level and dimensions of branded milk in India. 325 milk consumers in Tamil Nadu completed questionnaires assessing their perceptions of branded milks along dimensions like imagery, feelings, and resonance. Statistical analysis found significant differences in imagery and feelings based on income level, but no significant differences in salience, performance, or resonance. The study provides insights into how income impacts consumer perceptions of branded milk brands.
Johnson & Johnson's 2015 marketing plan analyzes the company's current strengths and weaknesses, as well as opportunities and threats. It identifies JNJ's dominance in the healthcare market as a strength but notes weaknesses like lawsuits over illegal promotion of Risperdal. The plan proposes three strategies: implementing a prescription savings program, engineering a drug to treat a disease caused by antipsychotics, and expanding into foreign markets through meetings with officials. The goal is to improve customer loyalty, gain market share internationally, and address issues like Risperdal to benefit JNJ's performance in 2017.
This document provides an overview of Johnson & Johnson (J&J), a large multinational company that operates in the consumer goods and pharmaceutical industries. It discusses J&J's founding, operations in over 60 countries, vision to advance health and well-being, and major product segments. The document also summarizes J&J's financial performance, competitors, marketing strategies, recruitment processes, training programs, and efforts to create an engaging environment for employees.
Johnson & Johnson is a global healthcare company founded in 1886 in New Jersey. It has over 114,000 employees worldwide and sells its products in 175 countries. The company's segments include consumer health, pharmaceuticals, and medical devices. It has a strong presence in India dating back to 1947. Johnson & Johnson is guided by its credo which outlines priorities for customers, employees, communities, and shareholders. The company's strategic capabilities include its diverse product portfolio and global presence.
Customer experience in supermarkets and hypermarkets – A comparative studyiosrjce
- The document examines customer experience in supermarkets and hypermarkets in India through a survey of 418 customers.
- It finds that in supermarkets, previous experience, atmosphere, price, social environment and experience in other channels most influence customer experience, while in hypermarkets, previous experience, product assortment, social environment and experience in other channels are most influential.
- The study provides insights for retailers on key determinants of customer experience in each format to help them improve strategies and competitive positioning.
The document discusses various sales promotion techniques including discount coupons, price discounts, contests, gifts, samples, and loyalty reward programs. Discount coupons are designed for print advertisements and allow customers to claim savings. Price discounts let customers buy products at a lower price. Contests offer prizes for customers who complete contest forms. Gifts are offered for purchases over a certain value. Samples provide small amounts of products free. Loyalty programs encourage repeat purchases by offering points that can be redeemed for gifts or discounts.
to measure the Impact of sales promotion on personal care products vs consume...Sunny Gandhi
impact of sales promotion, communications, consumer electronics, personal care products, aida model research, cognition affection and behaviour with sales promoton, demographics and response to sales promotion.
Ch17 how should sales promotion decisions be madeSameer Mathur
The document discusses the major decisions involved in sales promotion, including establishing objectives, selecting consumer promotion tools like advertising and sales promotion, selecting trade promotion tools for retailers and distributors, selecting sales force promotion tools to motivate the sales team, and implementing the sales promotion program. It also outlines factors to consider when developing a sales promotion program, such as size, duration, distribution, budget, and timing.
How can companies exploit the potential of public relations and publicity?Sameer Mathur
This document discusses marketing public relations (MPR) and its functions. MPR is a type of public relations that promotes a company's products and image. It aims to build awareness, credibility, and sales through media placements and stories. Some key MPR functions are launching new products, repositioning mature products, and defending products facing public problems. Management must establish objectives for MPR, choose appropriate messages and channels, and carefully implement the plan while evaluating results.
The impact of consumer sales promotion on customer buying behavior with speci...Janith Chandranath
this is a research proposal namely how consumer sales promotion influence on customer buying behavior with special reference to FMCG sector in Sri Lanka.
This document contains a 21 question questionnaire about cosmetic product usage and purchasing habits. It asks respondents for their demographic information and then asks multiple choice and rating scale questions about factors that influence their cosmetic brand choices like advertising, celebrity endorsements, and price. Questions also cover purchasing behaviors like frequency, locations, product types, information gathering, and spending amounts. Motivations, perceptions, and beliefs about cosmetic products are explored as well.
UNDERSTANDING CONSUMER PURCHASING BEHAVIOUR AND CONSUMPTION IN THE ORAL CARE ...TIEZHENG YUAN
The key findings from the secondary research are:
1. Young adults aged 16-24 are most interested in teeth whitening benefits from oral care products.
2. While hygiene benefits like preventing cavities and gum disease are important, consumers increasingly seek cosmetic benefits like whitening teeth.
3. Toothpaste manufacturers offer a variety of products focused on both hygiene and cosmetic benefits like whitening teeth.
The document summarizes a research study on the impact of sales promotion techniques on consumers of fast-moving consumer goods (FMCG) in India. The study found that free gift offers had the greatest impact on consumers compared to other techniques like price discounts, contests, and sampler packs. Specifically, the regression analysis showed that free gift offers dominated in influencing consumers' perceptions of the overall promotional impact for personal care products, followed by saver packs and sweepstakes promotions. The document provides context on common sales promotion techniques used in FMCG and reviews previous literature on how promotions influence consumer purchase behavior.
Differentiation strategyand impact on business editedCharlesUgwuegbu
This document summarizes a study on differentiation strategy and its impact on business. The study aimed to discuss how differentiation strategy, which provides unique products or services that distinguish a company from its rivals, impacts business performance. The study reviewed concepts of differentiation strategy and how companies can build competitive advantages through differentiation. Examples were provided of companies that successfully used differentiation strategies like unique product quality, features, technology, or branding to increase customer loyalty and charge premium prices. The conclusion was that differentiation strategy is significantly related to improved business performance when companies focus on offering customers superior value through distinctive products and services.
This document discusses a study on the effects of branding on restaurants' image in selected restaurants in Nairobi, Kenya. The study found that 25% of managers believed their brand name earned them repeated guests, 25% said their name could attract customers easily, 25% felt it made them popular, and 25% said it influenced their high sales. Most restaurants sampled were indigenous (92.7%) rather than exotic. Most customers were employed nearby, showing the restaurants suited business clients more than others. Over half of customers (58.3%) first learned of the restaurant through local media advertisements.
The document discusses initiatives and indicators for rural market growth in India. It notes government policies promoting industries like dairy, poultry, and aquaculture that have helped rural economies. It also discusses programs providing credit, electrification, health, education and employment. Major companies are working to increase awareness of products and change lifestyles. Rural consumers now account for around half of sales in various product categories due to rising incomes. Their characteristics include low literacy, scattered geographic locations, and influence from community leaders.
Product life cycle and marketing management strategiesAnanthK20
The document discusses the product life cycle and marketing strategies used at each stage. It explains that all products go through stages of development, introduction, growth, maturity, and decline. To be successful during each phase, companies must understand customer needs, markets, and competitors, and how to apply the appropriate marketing mix of product, price, place, and promotion strategies. As a product moves from introduction to decline, companies shift strategies from heavy promotion and building demand, to increasing competition and price reductions. The goal is to recognize a product's stage and set performance targets to improve success throughout its lifetime.
Advertising, its role and importance in the marketing of consumer productResearchWap
The research will be carried out to find out the adverting philosophy in our industries.
The study is specifically undertaken to know the role and importance of global advertisement on consumers attitudes and preference in the firms products and also to know the reasons for recent increase in the advertisement both by the manufacturing and services of the company.
To study consumers reactions towards the product and as well to study consumers reaction the company advertisement.
The study will help to know the image that the company commands, generally in the market and the image it creates in consumers concerning certain products of the organization. The marketing activities are becoming complex as a result of increasing stiff competition from various manufacturers to support their existence in the market places.
A lot of product are now struggling for the few earned by consumer naira. One must focus more attention on the importance of advertising, which is to inform and persuade consumer towards products and attribute benefits.
Manufacturing organization are making serious effort to motivate people towards purchasing their products and at the same time protect goods image of the organization. While focusing attention on advertising it must be equally, borne in mind that consumers are often irrational, unpredictable and erratic in their behaviours.
Therefore, there is need to understand the behaviour of consumers. However another significance of this research work includes:
1. It creates mass markets that encourage economic of scale in production.
2. It reduce distribution costs by pre-selling goods
3. It contributes to the maintenance of high quality standard by making the public aware of the identify of the manufacturer.
4. It also provides information about old and new product.
Assessment the impact of Sales promotion tools on increasing Consumers purcha...David mwakanyamale
This research paper aim to assess the impact of sales promotion on influencing consumer purchasing towards beverage companies in Tanzania. A case study of Tanzania breweries limited mwanza plant
Impact of Marketing Strategy on Business Performance A Study of Selected Smal...IOSR Journals
This research paper investigates the impact of marketing strategy on business performance with special reference to the selected SMEs in Oluyole local government area Ibadan, Nigeria. The survey research design method was used in this study which involves using a self-design questionnaire in collecting data from one hundred and three (103) respondents. The instrument used in this study is a close-ended questionnaire that was designed by the researchers. Correlation coefficient and multiple regression analysis were used to analyze the data with the aid of statistical package for social sciences (SPSS) version 20. The results show that the independent variables (i.e Product, Promotion, Place, Price, Packaging and After sales service) were significant joint predictors of business performance in term of profitability, market share, return on investment, and expansion.(F(6, 97) = 14.040; R2 = 0.465; P< .05). The independent variables jointly explained 46.5% of variance in business performance. Subsequently, recommendation were made to SMEs operators to produce quality products; charge competitive prices, position appropriately, use attractive package for the product, engage in after sales service and provide other distinctive functional benefits to consumers.
Sales promotions are short-term tactics used to stimulate purchase or sales. While they can effectively boost short-term sales, many studies have found that sales promotions can negatively impact brand equity if not implemented properly. Specifically, price promotions and coupons may reduce customers' perceived quality of the brand and increase their price sensitivity. Additionally, aggressively promoting to retailers may cause problems like the "bullwhip effect" of volatile demand patterns. Therefore, marketers must balance the short-term gains of sales promotions against potential long-term harm to their brand when deciding on a promotional strategy.
J. Basic. Appl. Sci. Res., 3(12)18-25, 2013Muhammad Bilal
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An assessment of sales promotion techniques in the stimulation of toothpaste patronage in ado ekiti, nigeria
1. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.6, No.21, 2014
81
An Assessment of Sales Promotion Techniques in the Stimulation
of Toothpaste Patronage in Ado-Ekiti, Nigeria
Patrick Olajide Oladele, Ph.D
Professor of Business Administration,
Department of Business Administration, Ekiti State University, Ado-Ekiti
Atanda Adewale Oyerinde, Ph.D
Associate Lecturer
Department of Accounting, Caleb University, Imota, Lagos State
Chibogu Nicholas Okolugbo*
Lecturer
Department of Business Administration, Ekiti State University, Ado-Ekiti
okolugbocn14@gmail.com; okolugbocn@yahoo.com
Ebenezer Ademola Adegbola
Postgraduate Student
Department of Business Administration, Ekiti State University, Ado-Ekiti
Abstract
There are many players in the Nigerian oral care market such as Unilever, PZ Cussons, Procter and Gamble,
Dabur, GlaxoSmithKline, to mention a few. The objective of this study was to identify the various promotional
techniques employed by these toothpaste marketers and to determine their effect on consumers’ patronage. Data
were collected through a self-administered questionnaire to 320 respondents representing households who use
toothpaste in Ado-Ekiti. Logit regression model was used to determine the relationship between respondents’
demographic data and promotional tools. Four hypotheses were stated and tested using chi square (X2
) analysis.
It was found that consumers’ patronage of toothpaste is influenced by (1) jingles and advertisement in the media;
(2) information on the toothpaste pack; (3) promos of people with white teeth; and (4) free samples and the gifts
attached. Information on the toothpaste pack had the highest influence (X2
cal=151.68) on patronage with a mean
score of 3.00. This revealed that consumers are becoming knowledgeable and sophisticated in their toothpaste
purchase decision. Free samples and gifts attached to the toothpaste had the least influence (X2
cal=25.43) on
patronage with a mean score of 2.46. There is an obvious need for marketers to assess the promotion technique
that will be most appreciated by the different market segments. The study recommended that marketers should
always provide correct information about their products as consumers can use several means to authenticate the
correctness of such information; they should emphasize the benefits of using the product; and be creative in the
combination of promotion mix that they present to the consumers in order to stimulate sales and maintain a
sustainable competitive advantage especially in the toothpaste market where there are many players and
competing brands.
Keywords: Sales promotion, promotion techniques, patronage, toothpaste, stimulation
INTRODUCTION
In the Nigeria oral care market, the following products are available: toothpaste, toothbrush, mouthwash, oral
sprays, oral rinses, and the traditional chewing sticks. The brands of toothpaste include Colgate, Oral B, Close-
up, Pepsodent, Macleans, Sensodyne, MyMy, Dabur, to mention a few; and these come in different colour
variants, sizes, and compositions. Vani, Babu and Pancharaman (2011) remarked that toothpaste manufacturers
have introduced many varieties of toothpaste with different ingredients to solve the problems of consumers.
During advertisement and sales promotion, toothpaste marketers try to educate consumers about the active
ingredients of their products. Newell and Marier (2007) in Rasool et al (2012) reiterate that the advertiser
displays the products by a different meaning on the television and the marketer delivers to the users as their
needs and wants. According to Gunsolley (2006), toothpaste contains active ingredients that perform specific
functions. These ingredients are abrasives, fluorides, desensitizing agents, anti-plague agents, and anti tartar
ingredients. It also contains detergents, humectants, thickeners, preservatives, flavouring agents, sweeteners and
colouring agents. The abrasive performs the primary function of removing stains from the teeth, while the
fluoride prevents cavities and make the tooth to be more resistant to acid attack. The surfactant, which is the
foaming agent, increases the cleansing power of the toothpaste, while the anti-plague agent reduces tartar and
plague growth on teeth. The humectants help the toothpaste maintain its moisture, while thickeners are added to
provide body for the toothpaste. The preservatives prevent the growth of microbes in the toothpaste, while
2. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.6, No.21, 2014
82
flavouring agent and sweeteners are added to improve the taste of the toothpaste. The colouring agents provide
the toothpaste with pleasing appearance (Wikipedia, 2013).
The availability of many competing brands of toothpaste in the market in Ado-Ekiti, Nigeria has made the
competition to be very stiff and this has also motivated the various toothpaste producers to embark on aggressive
sales promotion techniques to induce the trader (wholesalers and retailers) or other channel members and
consumers to patronize their brand of toothpaste. The researchers were therefore motivated to assess the sales
promotion techniques employed by these industry players in stimulating the patronage of toothpaste in Ado-Ekiti
metropolis.
LITERATURE REVIEW
The literature provides several definitions of sales promotion (Oyedapo, Akinlabi and Sufian, 2012). Kotler
(2001) describes sales promotion as adverse collection of incentive tools, mostly short-term, designed to
stimulate quicker and/or greater purchase of particular brand, products, or service by consumers or traders. He
added that sales promotion had more impact at mature stage of a product and that product managers might try to
stimulate sales by modifying one or more marketing mix elements. The American Marketing Association (AMA)
in Oyedapo et al, (2012) defined sales promotion as those marketing activities other than personal selling,
advertising, publicity that stimulate consumer purchasing and dealer effectiveness such as display, shows and
exhibitions, demonstrations and various non-recurrent selling efforts not in the ordinary routine.
Blattberg and Neslin (1990) classified sales promotion into three major types: consumer promotions, retailer
promotions, and trade promotions. Consumer promotions are promotions offered by manufacturers directly to
consumers. Retailer promotions are promotions offered by retailers to consumers. Trade promotions are
promotions offered by manufacturers to retailers or other trade entities. This study is focused on promotions
offered to the consumers, therefore a combination of consumer and retailer promotions. Throughout the world,
sales promotions offered to consumers are an integral part of the marketing mix for many consumer products
(Teunter, 2002). In the literature, many other nomenclatures of classification of sales promotions exist.
Marketing managers use price-oriented promotions, such as coupons, rebates, and price discounts to increase
sales and market share, entice consumers to trial, and encourage them to switch brands or stores. Non-price
promotions such as sweepstakes, frequent user clubs, and premiums add excitement and value to brands and may
increase brand attractiveness (Teunter, 2002).
Sales promotions could be in form of monetary and non-monetary ones (Oyeniyi, 2011). These types provide
both utilitarian and hedonic benefits to the consumers. Utilitarian benefits refer to such benefits such as quality,
convenience in shopping, saving in time efforts and cost (Luk and Yip, 2008). Utilitarian benefits can also be in
form of monetary savings, increased quality (higher quality products become attainable), and convenience (Huff
and Alden 1998, Chandon, Wansink and Laurent, 2000). Hedonic benefits on the other hand refer to value
expression, exploration, entertainment, intrinsic stimulation, and self-esteem (Chandon et al, 2000). According
to Luk and Yip (2008) monetary promotions are incentive-based and transactional in nature and provide
immediate rewards and utilitarian benefits to the customers, while non-monetary promotions provide hedonic
benefits but weaker utilitarian benefits (Kwok and Uncles, 2005). Monetary promotion have been reported to be
preferred over non-monetary promotion across all consumer goods in terms of their ability to elicit purchase
intentions (Luk and Yip, 2008; Kwok and Uncles, 2005). Several other studies had reported different impact of
sales promotion on consumer behavior. Blattberg and Wisniewski’s (1989) study reported that consumers gain
more from price cut when buying an established up-market brand than a mass-market brand. Pauwels, Hanssens
and Siddarth, (2002) argued that price promotion elicits temporary changes in brand and product choices and
purchased quantity for established brand in mature market. These changes are because up-market brands are
associated with prestigious brands with high level of reliability, low level of risks, greater concerns for
customer’s needs and stronger hedonic benefits (Luk and Yip, 2008). It is not conclusive in literature whether
sales promotion can enhance or undermine brand preference beyond the time they are offered (Luk and Yip,
2008; DelVecchio, Henard and Freling, 2006).
Another sales promotion classification can be price and non-price. Price-oriented promotions such as coupons,
rebates and price deals are organised to increase sales and market share, entice trial, as well as to encourage
brand switching (Dotson and Hyatt, nd). Huff and Alden (1998) found that non-price promotions such as
contests and premiums add excitement and value to brands, which may actually encourage brand loyalty.
Simonson (1999) suggested that, in order to be successful, such non-price promotions must add value to the
transaction or else risk a significant decrease in the sales of the core product once the promotional offer has
ended. Loyalty or continuity programs such as frequent user programs and shoppers’ cards, which reward
consumers’ repeat purchasing of a particular brand or at a particular outlet, have their greatest value in
encouraging consumers with divided loyalty to purchase a given brand (Shimp 2000). Most of the research on
sales promotion focuses on the strategic uses of various promotion techniques and the desired behavioral
responses, with little tie-in to segmentation theory. That is, there is an assumption that consumers across groups
3. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.6, No.21, 2014
83
have a relatively uniform response to the various sales promotion incentives. According to Peattie and Peattie
(1995) cited in Fam et al (2008), sales promotion can be divided into two groups: ‘value-increasing’ and value-
adding’ promotions. Value-increasing promotions popularly used by retailers are price deals, coupons, and
refund. Value-adding promotions include free gifts, samples, loyalty schemes, etc.
Promotion and Consumer Demographics
Demographics are the vital statistics, which describe a population. Demographics are useful to marketers
because they are related to the behaviour of consumers and are relatively easy to gather. The demographic
characteristics are consumers’ age, gender, family, life cycle, income, ethnicity and other characteristics such as
education, occupation, religion and nationality (Awunyo-Vitor, Ayimey and Gayibor, 2013). Numerous
variables have been proposed to describe the relationship between sales promotions and consumer buying
behavior (Teunter, 2002). Consumer demographics (income, household size, children, etc.), household
psychographics (deal proneness, variety seeking), and product category characteristics (volume, perishability,
price) are just some examples.
As cited in Teunter (2002), since the 1960s, managers and researchers have tried to identify the characteristics of
those households that are responsive to sales promotions (Webster 1965; Massy and Frank 1965; Blattberg and
Sen, 1974; Blattberg et al, 1978; Cotton and Babb, 1978; Bawa and Shoemaker, 1987). Several factors have
been identified. Income, size of the household, composition of the household, education, and type of housing are
just some examples of household characteristics used to predict whether a household is likely to buy on deal or
not. Besides household characteristics, psychographic variables (such as variety seeking) also have been used.
Previous studies have come up with conflicting findings regarding the drivers of promotion response. For
example, some researchers found that income has a negative influence on promotion response (Ainslie and Rossi,
1998), whereas others have found no effects (Webster, 1965), non-linear effects (Narasimhan, 1984), or positive
effects (Inman and Winer 1998).
Literature discusses the effect of income on deal proneness along the same line as the education effect (Kwon
and Kwon, 2007). The underlying assumption is that income and education define one’s social standing.
Identification of social status is now believed to be influenced by educational credentials, occupation, family
history, social skills, status aspirations, cultural level, and community participation (Coleman, 1983), because all
of these factors have effects on social life.
Sales Promotion and Patronage
Sales promotion influences buying decisions of customers (Awunyo-Vitor et al, 2013). A broad variety of
rational motives can be used as the source for advertising appeals such as convenience, economy, health, sensory
benefits, quality, performance, comfort, reliability, durability, efficiency, efficacy etc; all of these are meant to
stimulate the consumer to patronize a product (Duncan, 2002 cited in Olufayo et al, 2012). Consumer buying
behavior includes both mental and physical activities of a consumer. It covers both visible and invisible activities
of a consumer and is also very complex and dynamic in nature. Consumer behaviour is the sum total of the
behaviour of a number of persons. It is influenced by a number of market stimuli offered by the marketer as it
involves both psychological and social processes. According to Vani, Babu and Panchanatham (2010), the
buying decision process comprises five stages consumers go through in making purchases; the stages are need
recognition, identification of alternatives, evaluation of alternatives, purchase and related decisions and post-
purchase behaviour. Vani et al (2010) further explained that buying decisions are either of high-involvement or
low-involvement. Low-involvement decisions include fewer stages while a high-involvement consists of all the
five stages. Low involvement situations occur when there is a brand and store loyalty and impulse buying.
METHODOLOGY
The study adopted a survey research design. It involved the use of questionnaire to investigate the influence of
packaging on customer patronage of toothpaste brands in Ado-Ekiti metropolis from different socio-economic
backgrounds. Ado-Ekiti, the capital of Ekiti State, Nigeria, according to the National Population Commission
(2006) census had a population of 308,621. As at 2013, the population could not be estimated as there were no
existing data. The purposive sampling technique was used to select 320 customers who visited eight major
supermarkets in the metropolis to purchase toothpaste. An assessment of the supermarkets’ sales records
revealed that an average of 10 consumers patronized these supermarkets weekly. The researchers therefore took
this as a fair representation of the number of customers to whom the questionnaire be administered per week.
Copies of the questionnaire were administered within 4 weeks with the help of eight field assistants; which
brought the total respondents of each supermarket to 40; as such, the total sample size was 320 respondents. As
soon as consent was got from the respondents, the questionnaire were administered immediately and collected.
In all, 320 copies of questionnaires were successfully administered and retrieved.
The instrument (sets of questionnaire) used for data collection was divided into two sections. Section A
contained respondents’ demographic and psychographic characteristics; section B contained questions designed
to measure influence of promotion techniques on patronage; Data obtained from the questionnaires were
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analyzed using frequency tables, logit regression analysis, and non-parametric Chi-square (X2
) analysis. Analysis
was carried out using SPSS 17 software for windows.
RESULTS AND DISCUSSION
Results
Demographic characteristics of consumers
Table 1 gives a summary of demographic characteristics of respondents in this study. The table shows that the
majority of respondents were females (53.1%) while males were 46.9%. The table also indicates that 77.8% of
the respondents being the majority were mature adults within 26-60 years age bracket; 16.9% of them were
within 16-25 years age group; 2.8% were above 60 years; while interestingly, 2.5% of the respondents were
under 16 years of age. Table 1 reveals that 78.1% of the respondents had university education, 13.4% had other
forms of education (technical), 7.2% had secondary school education, 1.2% and the remainder attended primary
school. The monthly income of respondents indicates that the majority of them (32.2%) earn between N50,000
and N100,000 (approximately 800USD); the least category of earners were those who earned above N100,000
monthly (17.8%). The reason for this differential in income could be because the majority of the working class
are middle to lower level civil service employees as well as employees of small and medium scale enterprises.
From Table 1, 25% of the respondents had family size of 5; 20.6% had 6, 19.4% had 4; 1.9% were unmarried,
and 5% were couples without children. Majority of respondents (66.9%) purchased toothpaste every month,
26.2% bought it every forthnight; while 6.9% purchased every week.
Table 1: Demographic characteristics of consumers
Variable Option Frequency Percentage (%)
Sex Male
Female
150
170
46.9
53.1
Age Group 5-15
16-25
26-60
61 and above
8
54
249
9
2.5
16.9
77.8
2.8
Educational Level No Schooling
Elementary School
Secondary School
University
Any Others
-
4
23
250
43
-
1.2
7.2
78.1
13.4
Monthly Income
Level
Below N30,000
Below N50,000
Below N100,000
Above N100,000
74
88
108
57
23.1
26.9
32.2
17.8
Family Size 1
2
3
4
5
6
7
8
6
16
33
62
80
66
37
20
1.9
5.0
10.3
19.4
25.0
20.6
11.6
6.2
Buying Frequency Every Week
Every Two Weeks
Every month
22
84
214
6.9
26.2
66.9
Source: Researchers’ Field Survey (2013)
Consumer demographics mostly influenced by sales promotion
Table 2 presents the result of the Logit regression estimate used in evaluating the relationship between the
respondents’ demographic characteristics and promotion influence on rate of toothpaste patronage. In Table 2,
the co-efficient of variables sex (0.336), educational qualification (0.701), income (0.008) and buying frequency
(0.441) showed that they have positive relationship with promotion to influence the rate of toothpaste patronage;
while variables such as age and family size had co-efficient of -0.435 and -0.220 respectively, meaning that they
had negative relationships with promotion to influence the rate of toothpaste patronage.
However, the p value (0.05) is less than the z score for sex (0.166), age (0.123), and income (0.05). The p value
(0.05) is greater than the z score for educational qualification (0.007), family size (0.004), and buying frequency
(0.014). This means that sex, age and income of respondents were not significantly influenced by promotion
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techniques to affect the rate of toothpaste patronage. Also, this result means that, educational qualification,
family size and buying frequency of respondents are significantly influenced by promotion to affect the rate of
toothpaste patronage. From the data presented in Table 2, p ˃ Chi2
value of 0.0003 indicating that the model is
significant, and the pseudo R2
value of 0.589 attests to the goodness of fit of the model. This means that for any
change in the rate of patronage, the combined independent variables comprising the demographics account for
about 59%.
Table 2: Sales promotion influence on consumer demographics
Demographic characteristics Coefficient Standard Error P ˃ Z
Sex
Age
Education qualification
Income
Family size
Buying frequency
Const.
0.336
-0.435
0.701
0.008
-0.220
0.441
-0.689
0.243
0.282
0.260
0.124
0.772
0.180
1.00
0.166
0.123
0.007
0.05
0.004
0.014
0.492
Source: Researchers’ Field Survey, 2013
LR chi2
(6) = 25.38 Prob ˃ chi2
= 0.0003
Pseudo R2
= 0.589 Log likelihood = -202.67
Effect of promotion on toothpaste patronage
In achieving this objective, respondents were asked to express their opinions using a 4-point Likert scale from
strongly agree (4) to strongly disagree (1). The probability of obtaining one opinion out of four is ¼; this means
that the expected frequency of any one opinion from the total sample of 320 respondents is 320 ÷ 4= 80 (Modi
and Jhulka, 2012).
Effect of media jingles and advertisement on toothpaste patronage
Table 3 presents the responses concerning whether jingles and advertisements in the media about the toothpaste
brands influenced the respondents to buy. Out of the total 320 respondents, 14.69 strongly agreed, 42.19%
agreed, 34.38% disagreed, while 8.75% strongly disagreed.
Table 3: Responses concerning whether media jingles and advertisement influenced rate of patronage of
toothpaste
Responses Frequency Percentage
Strongly Agree 47 14.69
Agree 135 42.19
Disagree 110 34.38
Strongly Disagree 28 8.75
Total 320 100.0
In testing the hypothesis, Chi-square analysis was adopted. From Table 4, the calculated Chi square value (X2
cal)
is 96.48; with a degree of freedom (df = √2X2
=14) and 0.05 level of significance, tabulated Chi square value
(X2
tab) is 23.68. Since X2
cal is greater than X2
tab, the null hypothesis (H0) that jingles and advertisement in the
media do not significantly influence toothpaste patronage is rejected; therefore, the alternate hypothesis is
accepted. This implies that, consumers’ patronage of toothpaste is influenced by jingles and advertisement in the
media.
Table 4: Chi-square analysis on the effect of media jingles and advertisement on toothpaste purchase
decision
Response categories fo fe-
fo-fe (fo-fe)2
(fo-fe)2
/fe
Strongly Agree 47 80 -33 1089 13.61
Agree 135 80 55 3025 37.81
Disagree 110 80 30 900 11.25
Strongly Disagree 28 80 -52 2704 33.80
320 Ʃ = 96.48
Where fo= frequency observed
fe= frequency expected
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Influence of information on the toothpaste pack on toothpaste patronage
Table 5 present respondents’ responses on whether they consider the information on toothpaste packs as true and
if it influences them to buy. Out of the total 320 respondents, 27.81% strongly agreed, 51.88% agreed, 12.81%
disagreed, while 7.5% strongly disagreed.
Table 5: Responses concerning veracity of information on toothpaste pack and its influence on purchase
decision
Responses Frequency Percentage
Strongly Agree 89 27.81
Agree 166 51.88
Disagree 41 12.81
Strongly Disagree 24 7.50
Total 320 100.0
In testing the hypothesis, Chi-square analysis was adopted. From Table 6, the calculated Chi-square value (X2
cal)
is 151.68; with a degree of freedom (df = √2X2
=17) and 0.05 level of significance, tabulated Chi-square value
(X2
tab) is 27.59. Since X2
cal is greater than X2
tab, the null hypothesis (H0) that information on the toothpaste
pack are true and do not significantly influence toothpaste patronage is rejected; therefore, the alternate
hypothesis is accepted. This implies that, consumers’ patronage of toothpaste is influenced by the veracity of
information on the toothpaste pack.
Table 6: Chi-square analysis of the veracity of information on toothpaste pack and its influence on
respondents’ purchase decision
Response categories fo Fe fo-fe (fo-fe)2
(fo-fe)2
/fe
Strongly Agree 89 80 9 81 1.01
Agree 166 80 86 7396 92.45
Disagree 41 80 -39 1521 19.01
Strongly Disagree 24 80 -56 3136 39.20
320 Ʃ = 151.68
Where fo= frequency observed
fe= frequency expected
Effect of promos involving people with white teeth on toothpaste patronage
Table 7 presents the responses of respondents on whether promotions of people with white teeth attracted them
and influenced them to buy toothpaste. Out of the total 320 respondents, 19.69% strongly agreed, 41.56% agreed,
26.88% disagreed, while 11.88% strongly disagreed.
Table 7: Responses on whether promos involving people with white teeth created attraction for them to
buy the toothpaste brand
Responses Frequency Percentage
Strongly Agree 63 19.69
Agree 133 41.56
Disagree 86 26.88
Strongly Disagree 38 11.88
Mean 320 100.0
In testing the hypothesis, Chi-square analysis was adopted. From Table 8, the calculated Chi-square value (X2
cal)
is 61.23; with a degree of freedom (df = √2X2
=11) and 0.05 level of significance, tabulated chi square value
(X2
tab) is 19.68. Since X2
cal is greater than X2
tab, the null hypothesis (H0) that promos involving people with
white teeth do not significantly influence toothpaste patronage is rejected; therefore, the alternate hypothesis is
accepted. This implies that, consumers’ patronage of toothpaste is influenced by promos involving people with
white teeth.
Table 8: Chi-square analysis on the effect of promos involving people with white teeth creating attraction
for them to buy the toothpaste brand
Response categories fo fe-
fo-fe (fo-fe)2
(fo-fe)2
/fe
Strongly Agree 63 80 -17 289 3.61
Agree 133 80 53 2809 35.11
Disagree 86 80 6 36 0.45
Strongly Disagree 38 80 -42 1764 22.05
320 61.23
Where Fo= frequency observed
Fe= frequency expected
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Effects of free samples and the gifts on toothpaste patronage
Table 9 presents the responses of respondents on whether free samples and gifts attached to toothpaste
influenced them to buy. Out of the total 320 respondents, 15.94% strongly agreed, 31.88% agreed, 31.88%
disagreed, while only 20.31% strongly disagreed.
Table 9: Responses on whether free samples and the gifts attached to toothpaste influenced purchase
decision
Responses Frequency Percentage
Strongly Agree 51 15.94
Agree 102 31.88
Disagree 102 31.88
Strongly Disagree 65 20.31
Total 320 100.0
In testing the hypothesis, Chi-square analysis was adopted. From Table 10, the calculated Chi-square value
(X2
cal) is 25.43; with a degree of freedom (df = √2X2
=7) and 0.05 level of significance, tabulated chi square
value (X2
tab) is 14.07. Since X2
cal is greater than X2
tab, the null hypothesis (H0) that free samples and the gifts
attached to toothpaste do not significantly influence toothpaste patronage is rejected; therefore, the alternate
hypothesis is accepted. This implies that, consumers’ patronage of toothpaste is influenced by free samples and
the gifts attached to the promotion of the sales item.
Table 10: Chi-square analysis on the effect of free samples and gifts attached to toothpaste on patronage
of the toothpaste brand
Response categories fo fe fo-fe (fo-fe)2
(fo-fe)2
/fe
Strongly Agree 51 80 -29 841 10.51
Agree 102 80 22 484 6.05
Disagree 102 80 22 484 6.05
Strongly Disagree 65 80 -15 225 2.81
320 Ʃ = 25.43
Where Fo= frequency observed
Fe= frequency expected
Degree of influence of promotion techniques on toothpaste patronage
Table 11 presents the mean score of promotion elements influence on toothpaste patronage. The table revealed
that the promotion technique that had the highest influence was the veracity of information on the toothpaste
pack with a mean score of 3.00. Promos involving people with white teeth had a mean score of 2.69; media
advertisement had a mean score of 2.67; while the least influence on patronage was free samples and gifts with a
mean score of 2.43. This showed that consumers are mostly influenced by information the manufacturers give
about the toothpaste and the benefits they will derive from using the toothpaste such as having white teeth. The
study showed that consumers are not strongly influenced by free samples or gifts.
Table 11: Mean scores of promotion techniques
Promotion techniques
Strongly
agree Agree Disagree
Strongly
disagree ∑f ∑wf ∑wf/∑f
4 3 2 1
Media jingles and advertisement 47 135 110 28 320 841 2.67
Veracity of information on toothpaste pack 89 166 41 24 320 960 3.00
Promos involving people with white teeth 63 133 86 38 320 861 2.69
Free sample and gifts in the toothpaste pack 51 102 102 65 320 779 2.43
Discussion of Results
This study examines the level of influence promotion techniques applied by marketers have in consumers’
buying decision with respect to toothpaste patronage in Ado-Ekiti metropolis. The study shows that various
promotional techniques applied by marketers in one way or the other influenced the purchase decision of the
consumer (Modi and Jhulka, 2012). The study reveals that consumers have unique personalities that can be
influenced by various adverts they see and read. It also shows that what they hear and see through the media may
not influence their buying behaviour as much as what they read on the pack of the toothpaste, by way of personal
experience.
Data obtained suggest that there were more females than males who visit supermarket to buy toothpastes. This
finding is similar to those of Ekeng, Lifu and Asinya (2012) who asserted that it is not surprising as expected,
females are more predisposed to shopping for domestic and family needs than men. Gham et al (2011) in Ekeng
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et al (2012) in their study reported that female shoppers in Pakistan are more involved in impulse buying than
the male shoppers. The majority of customers were adult between ages 16 and 60 years; although there were a
few minors who participated in the survey. These may represent those who probably were sent to purchase
toothpaste by their parents who live within the neighbourhood of the supermarkets. The majority of the
respondents were literate which this implies that they were likely to be inclined to more modern oral care
products like toothpastes other than the traditional means. Their level of literacy will also influence their ability
to read packaging information so as to make informed decisions. The distribution on respondents’ monthly
income showed that respondents’ average incomes were not so dispersed. Being a predominantly civil service
working population with pockets of employers of small and medium scale enterprises, income is likely to affect
the brand and size of toothpaste purchase. This suggests implies that the respondents’ choice of toothpaste to buy
will be influenced by price. The respondents’ family size settings showed a very wide distribution of number of
children of respondents in this survey. The family size characteristics also influenced the frequency of toothpaste
purchase.
The logit regression result above revealed that as sex, educational qualification, income and toothpaste buying
frequency all have a positive relationship with promotion of toothpaste. This means any increase in these
variables will result in increase in the rate of toothpaste patronage. The result further indicated that a unit
increase in sex, holding other variables constant will result in 0.336 or 34% increase in the toothpaste patronage.
Also, a unit increase in educational qualification will result in 0.701 or 70% increase in patronage of toothpaste.
This finding is in contrast with Vani et al (2011) which established a negative co-efficient relationship between
gender, educational qualification, and marital status and toothpaste buying behaviour in Bangalore city. However,
in this study age and family size showed negative relationship with influence of promotion on toothpaste
patronage. This indicates that any increment in any of these characteristics will lead to reduction of promotion
influence on toothpaste buying decisions among the sampled respondents. Conversely, a unit increase in age,
while holding other variables constant, will result in 43.5% decrease in patronage of toothpaste. This means that
as the respondents get older, promotional techniques will be less attractive to influence them to buy toothpaste.
The finding supports the study of Ekeng et al (2012) and Lifu (2012) who asserted that income and gender are
inversely related to impulse buying.
The logit regression also revealed that even though sex had a positive relationship with promotion, its level of
influence was insignificant as their z scores were greater the p value (p < z, p = 0.166). Also, respondents’ age
was found to be insignificant (p = 0.123). In the study by Rasool et al (2012) consumer income and gender was
found to be significant in the relationship between advertisement and consumer behaviour. In Vani et al’s (2011)
study, the number of children in the family was established to be insignificant in influencing toothpaste purchase
in Bangalore city. Anwarul (2012) study showed there was no significant difference in the demographics of
respondents such as gender, employment status, family size, number of children, or marital status in relation to
their response or attitude to cash discount which is one of the widely used sales promotion strategies.
Educational qualification among respondents was also found not to have any significant influence among the
respondents.
The highest calculated Chi-square (X2
cal) of 151.68 (with mean score = 3.00) showed that the information on
the toothpaste pack was very useful in the decision to patronize the toothpaste brand. This shows that many of
the respondents were literate and careful enough to read the information on the toothpaste. This is particularly
not surprising in Nigeria, as the National Agency for Food Drugs Administration and Control (NAFDAC) has
been advocating and sensitizing consumers on the need to check the content of consumable products before they
buy. In addition, marketers must ensure that the information given in the toothpaste pack are true and verifiable.
Consumers want to believe marketers, but they want the marketer held responsible for any information given.
Consumers in Nigeria are becoming enlightened and sophisticated due to increased level of education and
exposure to imported quality products. Consumers check for expiry date, NAFDAC number, nutritional
composition of the toothpaste, manufacturer’s name, place of production, and so on.
Media jingles and advertisement recorded a mean score of 2.67 behind the immediate benefit of using toothpaste
which is having the white teeth (2.69). This study showed that respondents are not particularly influenced by
advertisement, or rather what the marketers are propagating. They want to experience the product in order to be
convinced. Rasool et al (2012) reported that modes of advertisement are not significantly associated with user
behaviour. However, Daly and Ellen (1993) asserted that advertising impacts consumers through the power of
promotional gifts. If the right gift is presented properly, the recipient will want to give something back. The gift
is an essential tool in promoting the product. Normally human beings are attracted by any kind of free gift (Vani
et al, 2010). The result also confirms the view of Peter and Olson (2005) that, for consumers who already
patronize a brand, a promotion may be an added incentive to remain loyal.
The study also showed that the least calculated Chi-square (X2
cal) was 25.43, which was the level of influence
of free samples and gifts attached to the toothpaste on customer patronage. This implied that consumers are not
particularly influenced to buy a toothpaste brand because of gifts. The level of education and income of the
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respondents may have affected their toothpaste purchase decision respondents, because they are employed and
earning income, they may not be moved by free samples. The finding of this study agrees with those of
Chakrabortty et al’s (nd) study where quantity of gift, attractive discount or incentive was found to be
insignificant to influence brand switching or repeat buying. If the respondents were students, the results might
have been different. This means that if marketers want to increase sales remarkably they have to target student
population in higher institutions regularly, who constitute a major market segment.
CONCLUSION
Consumers are influence by a mix of promotional techniques. Therefore, marketers must utilize the opportunity
of creating captivating, eye-catching, visually attractive advertisements on bill boards, television, newspapers
and magazines, that will contribute to the decision making process of their existing and prospective customers.
With the advent of information and communication technology and modern mobile cellular phone devices,
consumers are becoming more sophisticated in their choices and more adventurous in their quest for knowledge.
This trend was revealed in this study as consumers were more interested in information about a product than the
promotion jingles and free gifts. Marketers may have to assess the market segment that will appreciate specific
promotion techniques in order to get to get maximum response, which will in turn result in increased sales; the
primary objective of sales promotion. Marketing organizations may have to set up sales promotion departments
and units which will be responsible for carrying out market research on the right sales promotion techniques to
apply for each market segment. The information given to consumers about products must be authenticated and
proven true and it must function as specified. This is because consumers are becoming more knowledgeable and
informed about what they expect of any consumable product. The marketing companies should emphasize the
benefits of using a particular the toothpaste as consumers need to know the unique selling point (benefits to
consumers) as ‘all’ toothpastes seem to woo the same customers. There is a need to make the sales promotion
participatory for consumers so that they feel a sense of identity with the marketers.
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