International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The Journal will bring together leading researchers, engineers and scientists in the domain of interest from around the world. Topics of interest for submission include, but are not limited to
This document examines how different price promotion methods affect consumer perceptions and purchase intentions. It hypothesizes that unbundled promotions, which separate discounts, will be viewed more favorably than bundled promotions providing the same total discount. It also hypothesizes that framing promotions as "free options" will be perceived most positively, followed by conventional discounts, with rebates viewed least favorably due to the time and effort required to redeem them. The document reviews relevant literature on prospect theory and framing to provide a framework for understanding how bundling and framing of discounts impact transaction value, reference prices, and consumer evaluations.
1) The document discusses the importance of establishing positive customer experiences for companies. It highlights how customer experiences can influence consumer behavior and loyalty more than products/services alone.
2) Managing customer experiences effectively requires emphasizing customer needs, ensuring every interaction is memorable, and embedding the focus on customer experience into the company's culture.
3) The customer experience is described as holistic, involving cognitive, emotional, social, and physical responses. It encompasses all aspects of searching, purchasing, consuming, and experiences after sale.
The Role Of Endorser Credibility And Advertising Shampoo Pantenecreativity In...inventionjournals
This dissertation analyzes the role of endorser and creativity Pantene shampoo advertisement in Attitude, Intention and consumer purchasing decisions (a case study in Mulawarman) Based on the data that has been processed and tested using smart PLS showed that: 1. there is positive but not significant influence between creativity endorser of the brand attitude, 2. there is a positive and significantrelationship between the endorser credibility with advertising attitude, 3. there is positive and significant correlation between creativity of advertising on brand attitudes, 4. there is positive and significant correlation between creativity of advertising on ad attitude, 5. there is positive and significant correlation between brand attitudes toward purchase intent, 6. there is positive and significant correlation between ad attitude toward purchase intent, 7. there is positive and significant correlation between purchase intention on purchasing decisions.
THE VALUE OF LOYALTY: UNDERSTANDING BRAND LOYALTY FROM A CONSUMER POINT OF VIEWijmvsc
The development of brand loyalty plays an important factor in the development of marketing strategies due
to the pivotal role that felt consumer loyalty holds in determining market success. From an analysis of the
attitudinal, cognitive and behavioral dimension, determinants such as risk, quality and perceived price are
recognized during the process of selection and purchase of consumer brands. The purpose of this article is
to understand the role of consumer loyalty in relation to the purchase and consumption of brands within
the modern channel through a review of the literature, in order to generate a reflective framework at the
level of the retail sector.
Brand image and Consumer psyche by continuous change in Brand Packaging. Hasnain Iqbal
The document summarizes a research report on the effect of continuous changes in brand packaging on consumer buying behavior, brand image, and consumer psyche. It includes an introduction outlining the study, literature review on key concepts, research methodology using a questionnaire for 30 respondents, results of data analysis in SPSS accepting all 3 hypotheses, and conclusion with recommendations for future research.
International Journal of Managing Value and Supply Chains (IJMVSC) ijmvsc
This document summarizes a research article about understanding brand loyalty from the consumer's point of view. It discusses three dimensions of brand loyalty: behavioral, attitudinal, and cognitive. Behavioral loyalty refers to repeat purchasing, attitudinal is based on emotions and beliefs, and cognitive is related to attention and processing during purchase. The article also examines factors that influence loyalty like perceived risk, store image, satisfaction, and the balance between price and quality. Finally, it discusses different types of loyalty and own brands in the modern retail channel.
Consumer attitudes are learned predispositions to behave favorably or unfavorably towards an object. There are three key properties of attitudes: 1) They have an object, such as a product, brand, or service. 2) Attitudes are learned from direct experience or information from others. 3) Attitudes tend to be consistent with behavior, though situations can influence behavior. Models of attitudes suggest they have cognitive, affective, and conative components relating to beliefs, feelings, and intended behavior. Marketers study attitudes to understand consumer preferences and evaluate marketing activities.
Consumer behaviour is the study of how and why people make buying decisions. It examines factors like psychology, sociology, and economics that influence purchasing. Researchers study characteristics of individual consumers and groups to understand wants and how outside influences like family, friends, and society impact choices. The black box model shows how marketing and environmental stimuli interact with consumer traits and decision-making to produce responses like product selection.
This document examines how different price promotion methods affect consumer perceptions and purchase intentions. It hypothesizes that unbundled promotions, which separate discounts, will be viewed more favorably than bundled promotions providing the same total discount. It also hypothesizes that framing promotions as "free options" will be perceived most positively, followed by conventional discounts, with rebates viewed least favorably due to the time and effort required to redeem them. The document reviews relevant literature on prospect theory and framing to provide a framework for understanding how bundling and framing of discounts impact transaction value, reference prices, and consumer evaluations.
1) The document discusses the importance of establishing positive customer experiences for companies. It highlights how customer experiences can influence consumer behavior and loyalty more than products/services alone.
2) Managing customer experiences effectively requires emphasizing customer needs, ensuring every interaction is memorable, and embedding the focus on customer experience into the company's culture.
3) The customer experience is described as holistic, involving cognitive, emotional, social, and physical responses. It encompasses all aspects of searching, purchasing, consuming, and experiences after sale.
The Role Of Endorser Credibility And Advertising Shampoo Pantenecreativity In...inventionjournals
This dissertation analyzes the role of endorser and creativity Pantene shampoo advertisement in Attitude, Intention and consumer purchasing decisions (a case study in Mulawarman) Based on the data that has been processed and tested using smart PLS showed that: 1. there is positive but not significant influence between creativity endorser of the brand attitude, 2. there is a positive and significantrelationship between the endorser credibility with advertising attitude, 3. there is positive and significant correlation between creativity of advertising on brand attitudes, 4. there is positive and significant correlation between creativity of advertising on ad attitude, 5. there is positive and significant correlation between brand attitudes toward purchase intent, 6. there is positive and significant correlation between ad attitude toward purchase intent, 7. there is positive and significant correlation between purchase intention on purchasing decisions.
THE VALUE OF LOYALTY: UNDERSTANDING BRAND LOYALTY FROM A CONSUMER POINT OF VIEWijmvsc
The development of brand loyalty plays an important factor in the development of marketing strategies due
to the pivotal role that felt consumer loyalty holds in determining market success. From an analysis of the
attitudinal, cognitive and behavioral dimension, determinants such as risk, quality and perceived price are
recognized during the process of selection and purchase of consumer brands. The purpose of this article is
to understand the role of consumer loyalty in relation to the purchase and consumption of brands within
the modern channel through a review of the literature, in order to generate a reflective framework at the
level of the retail sector.
Brand image and Consumer psyche by continuous change in Brand Packaging. Hasnain Iqbal
The document summarizes a research report on the effect of continuous changes in brand packaging on consumer buying behavior, brand image, and consumer psyche. It includes an introduction outlining the study, literature review on key concepts, research methodology using a questionnaire for 30 respondents, results of data analysis in SPSS accepting all 3 hypotheses, and conclusion with recommendations for future research.
International Journal of Managing Value and Supply Chains (IJMVSC) ijmvsc
This document summarizes a research article about understanding brand loyalty from the consumer's point of view. It discusses three dimensions of brand loyalty: behavioral, attitudinal, and cognitive. Behavioral loyalty refers to repeat purchasing, attitudinal is based on emotions and beliefs, and cognitive is related to attention and processing during purchase. The article also examines factors that influence loyalty like perceived risk, store image, satisfaction, and the balance between price and quality. Finally, it discusses different types of loyalty and own brands in the modern retail channel.
Consumer attitudes are learned predispositions to behave favorably or unfavorably towards an object. There are three key properties of attitudes: 1) They have an object, such as a product, brand, or service. 2) Attitudes are learned from direct experience or information from others. 3) Attitudes tend to be consistent with behavior, though situations can influence behavior. Models of attitudes suggest they have cognitive, affective, and conative components relating to beliefs, feelings, and intended behavior. Marketers study attitudes to understand consumer preferences and evaluate marketing activities.
Consumer behaviour is the study of how and why people make buying decisions. It examines factors like psychology, sociology, and economics that influence purchasing. Researchers study characteristics of individual consumers and groups to understand wants and how outside influences like family, friends, and society impact choices. The black box model shows how marketing and environmental stimuli interact with consumer traits and decision-making to produce responses like product selection.
The document discusses various factors that influence consumer behavior, including the consumer decision making process, psychological and social factors, the consumer learning process, and environmental influences such as culture, social class, reference groups, and situational determinants. It provides an overview of how advertising and promotions must understand these influences in order to effectively target consumers. The chapter objectives are to understand these influences and their implications for developing advertising and promotional programs.
Brand loyalty occurs when consumers feel an emotional attachment to a brand and are willing to consistently purchase from that brand. They may pay higher prices or go out of their way for that brand. Marketers try to build brand loyalty by creating brand experiences that appeal to consumers' senses and emotions. Effective branding engages consumers psychologically and can result in repeat purchases and deeper loyalty over time. True brand loyalty involves behavioral and psychological commitment to the brand.
J. Basic. Appl. Sci. Res., 3(12)18-25, 2013Muhammad Bilal
This document summarizes a research study that examined the impact of promotional tools (price discounts, coupons, free samples, and bonus packs) on product trial among Pakistani consumers for low involvement products. The study reviewed literature on the effects of these promotional tools. It developed hypotheses that each of the promotional tools would have a positive relationship with product trial. The study used a questionnaire to collect data from 300 Pakistani consumers and analyzed the relationships between the promotional tools and product trial using linear regression. The results found that all four promotional tools had a positive correlation with product trial, but that bonus packs and price discounts had a more significant impact on trial than free samples and coupons. The study provided insight into how Pakistani consumers respond to different sales promotion
Basic economic concepts like supply, demand, costs of production, and competition impact product prices and consumer spending. Purchase decisions are informed by weighing marginal costs versus benefits using decision models. Conspicuous consumption aimed at impressing others can lead to financial problems if it causes spending beyond one's means. Advertising and marketing influence consumer demand and decision-making in the global marketplace.
Business marketing differs from consumer marketing in several key ways. Business markets have fewer but larger customers that account for a higher percentage of revenue. Sales are made through personal relationships rather than remotely. Products are often customized and service is highly valued. Purchases are made for others down the supply chain. Costs include those of use beyond the purchase. Exchanges involve negotiation and a strategic long-term view. Marketing must understand the customer's customer to identify opportunities in the value chain.
The Influence Store Atmosphere Towards Customer Emotions and Purchase Decisionsinventionjournals
International Journal of Humanities and Social Science Invention (IJHSSI) is an international journal intended for professionals and researchers in all fields of Humanities and Social Science. IJHSSI publishes research articles and reviews within the whole field Humanities and Social Science, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
This document discusses consumer decision making and behavior. It identifies 5 factors that influence consumer decisions: involvement, time, cost, information search, and alternatives considered. It then describes 3 types of consumer decisions: cognitive, habitual, and affective. The stages of cognitive decision making are outlined as problem recognition, information search, evaluation of alternatives, product choice, and post-purchase evaluation. Habitual and affective decision making are also briefly discussed.
The document discusses brand loyalty and related concepts. It begins with an introduction stating the purpose is to understand brand loyalty and how price and willingness to buy generic versus name brands may influence it. Several chapters are outlined that will discuss literature on brand loyalty, explain a survey conducted to test hypotheses, and provide results and opinions. Brand loyalty is then defined in several ways by different sources. Different categories of brand loyalty are described, and strategies for each customer segment. Factors that influence brand loyalty are discussed, as well as how to create and enhance customer loyalty through satisfaction, surveys, segmentation, and social media.
The key steps in developing a marketing strategy are understanding the target market's buying behavior, including who the buyer is, why they buy, and how, when, and where they buy. Consumer buying behavior depends on how products differ and the consumer's level of involvement, ranging from complex buying behavior with many differences between products to habitual buying behavior with few differences. Marketing must understand the influences on consumer behavior and how to persuade consumers at each step of the decision process based on their level of involvement.
This document discusses a mixed methods study exploring the effectiveness of price bundling for frequently purchased products like teeth whitening products. The study uses a concurrent two-study design with a quantitative experiment and qualitative interviews. The experiment tests different discount forms for bundling teeth whitening products and finds consumers perceive higher value from bundles but attitudes and intentions support promoting items individually. Interviews provide further insights into consumer decision making. The findings suggest caution for marketers in designing product bundles and promotion strategies, as bundling may not be effective for certain frequently purchased products.
The document discusses various aspects of branding, including brand positioning, personality, relationship, and extension. It summarizes research on how brands are defined and perceived, the psychological constructs that influence consumer brand relationships, and factors that impact brand equity and extension success such as brand familiarity, fit between the parent and extended categories, and the quality of the original brand. The document also presents models for segmenting markets and positioning brands globally, and discusses the relationship between corporate branding, credibility, and price premiums.
Consumer Behavior , Learning and Memory, Understand how consumers learn about products and services ,Conditioning results in learning , Learned associations with brands generalize to other products, and why this is important to marketers ,here is a difference between classical and instrumental conditioning, and both processes help consumers to learn about products, learn about products by observing others' behavior
The document discusses various topics related to consumer behavior, including problem recognition, motivation, attitudes, and environmental influences. It defines consumer behavior and describes how marketers study factors that impact purchase decisions. It also covers motivation theories like Maslow's hierarchy of needs and how motivation research is used. Key environmental influences discussed are culture, subcultures, social class, and reference groups. Learning theories around behaviorism and cognitivism are also summarized.
This document discusses Muhammad Al-Shaibah's marketing strategy report which includes sections on pricing, promotion, and distribution strategies. The pricing strategy section outlines different pricing methods like cost pricing, competitive pricing, and psychological pricing. The promotion strategy section defines promotion and discusses the promotional mix of advertising, personal selling, sales promotions, and publicity. The document provides details on each of these promotion strategies, including their merits and demerits.
Exposure, Attention and Interpretation -Consumer BehaviorAqib Syed
Exposure, Attention and Interpretation -Consumer Behavior
Exposure provides consumers with the opportunity to pay attention to available information but in no way guarantees it.
Exposure
Kinds of Exposure
Examples of exposure
Attention
Kinds of Attention
Examples of Attention
Interpretation
Kinds of Interpretation
Examples of Interpretation
The document discusses four general models of consumer behavior:
1) The economic model views consumers as rational actors seeking to maximize utility given scarce resources.
2) The psychological model views behavior as learned through stimuli, responses, and reinforcements.
3) The psychoanalytic model examines subconscious motives and how perception and experiences influence decisions.
4) The sociological model emphasizes the impact of social groups, culture, and reference groups on consumption patterns.
This document summarizes a research study that examined the influence of brand knowledge and brand relationship on purchase decisions through brand attachment. The study developed a conceptual model and used structural equation modeling to test relationships between variables. Key findings included:
1) Brand awareness positively influences brand image, and brand image positively influences current purchases.
2) Brand knowledge affects future purchases indirectly through variables like brand satisfaction, brand trust, and brand attachment.
3) Brand satisfaction and brand trust positively influence brand attachment. Brand attachment then positively influences both current and future purchases.
4) The overall structural model fit the data well, providing support for most of the hypothesized relationships between variables in the study.
The document discusses demographics and their impact on consumer behavior. It defines demographics as groups that share market-relevant attributes like age, income, gender, etc. The document discusses pros and cons of targeting specific demographics in marketing campaigns. It can help personalize campaigns but risks generalizing. The document also provides tips for selecting profitable demographics to target, including ongoing research, testing new attributes, collaborating with others, and anticipating exceptions. Examples are given of how search engines and online advertising use demographic targeting to improve metrics like conversions and click-through rates. The fashion industry in the US is also briefly discussed.
1. The document discusses a research study on the influence of brand name on consumer decision making when purchasing cars. It outlines the objectives to understand consumer decision processes when buying cars and the impact of brand name.
2. The literature review discusses past studies that found brand names influence consumer choices, with consumers preferring well-known brands over unknown brands.
3. The proposed study will use a questionnaire survey of 50 respondents to examine the relationship between brand image and consumer buying behavior factors like quality consciousness, price consciousness, and customer motives. The goal is to analyze how brand name impacts the consumer decision process.
The document summarizes several models of buyer behavior:
1. The economic model views buyers as rational actors seeking to maximize utility within their budget.
2. The learning model sees buying influenced by learned stimuli and responses.
3. The psychoanalytical model draws on Freudian psychology, viewing buyers as having deep-seated motives driving behavior.
4. The sociological model recognizes social influences like groups and class on buying decisions.
5. Systems models like the Nicosia and Howard-Sheth models conceptualize buyers as systems processing marketing stimuli into responses.
How happy are your customers measure customer satisfactionladylouuu
The document discusses the importance of customer satisfaction and lifetime value to businesses. It provides strategies for measuring customer satisfaction such as surveys, focus groups, and feedback forms. Companies should identify key drivers of satisfaction, address issues, and track metrics to link customer satisfaction to financial results. Case studies show how gathering customer feedback can improve retention, sales, and profits.
10 Insightful Quotes On Designing A Better Customer ExperienceYuan Wang
In an ever-changing landscape of one digital disruption after another, companies and organisations are looking for new ways to understand their target markets and engage them better. Increasingly they invest in user experience (UX) and customer experience design (CX) capabilities by working with a specialist UX agency or developing their own UX lab. Some UX practitioners are touting leaner and faster ways of developing customer-centric products and services, via methodologies such as guerilla research, rapid prototyping and Agile UX. Others seek innovation and fulfilment by spending more time in research, being more inclusive, and designing for social goods.
Experience is more than just an interface. It is a relationship, as well as a series of touch points between your brand and your customer. Here are our top 10 highlights and takeaways from the recent UX Australia conference to help you transform your customer experience design.
For full article, continue reading at https://yump.com.au/10-ways-supercharge-customer-experience-design/
The document discusses various factors that influence consumer behavior, including the consumer decision making process, psychological and social factors, the consumer learning process, and environmental influences such as culture, social class, reference groups, and situational determinants. It provides an overview of how advertising and promotions must understand these influences in order to effectively target consumers. The chapter objectives are to understand these influences and their implications for developing advertising and promotional programs.
Brand loyalty occurs when consumers feel an emotional attachment to a brand and are willing to consistently purchase from that brand. They may pay higher prices or go out of their way for that brand. Marketers try to build brand loyalty by creating brand experiences that appeal to consumers' senses and emotions. Effective branding engages consumers psychologically and can result in repeat purchases and deeper loyalty over time. True brand loyalty involves behavioral and psychological commitment to the brand.
J. Basic. Appl. Sci. Res., 3(12)18-25, 2013Muhammad Bilal
This document summarizes a research study that examined the impact of promotional tools (price discounts, coupons, free samples, and bonus packs) on product trial among Pakistani consumers for low involvement products. The study reviewed literature on the effects of these promotional tools. It developed hypotheses that each of the promotional tools would have a positive relationship with product trial. The study used a questionnaire to collect data from 300 Pakistani consumers and analyzed the relationships between the promotional tools and product trial using linear regression. The results found that all four promotional tools had a positive correlation with product trial, but that bonus packs and price discounts had a more significant impact on trial than free samples and coupons. The study provided insight into how Pakistani consumers respond to different sales promotion
Basic economic concepts like supply, demand, costs of production, and competition impact product prices and consumer spending. Purchase decisions are informed by weighing marginal costs versus benefits using decision models. Conspicuous consumption aimed at impressing others can lead to financial problems if it causes spending beyond one's means. Advertising and marketing influence consumer demand and decision-making in the global marketplace.
Business marketing differs from consumer marketing in several key ways. Business markets have fewer but larger customers that account for a higher percentage of revenue. Sales are made through personal relationships rather than remotely. Products are often customized and service is highly valued. Purchases are made for others down the supply chain. Costs include those of use beyond the purchase. Exchanges involve negotiation and a strategic long-term view. Marketing must understand the customer's customer to identify opportunities in the value chain.
The Influence Store Atmosphere Towards Customer Emotions and Purchase Decisionsinventionjournals
International Journal of Humanities and Social Science Invention (IJHSSI) is an international journal intended for professionals and researchers in all fields of Humanities and Social Science. IJHSSI publishes research articles and reviews within the whole field Humanities and Social Science, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
This document discusses consumer decision making and behavior. It identifies 5 factors that influence consumer decisions: involvement, time, cost, information search, and alternatives considered. It then describes 3 types of consumer decisions: cognitive, habitual, and affective. The stages of cognitive decision making are outlined as problem recognition, information search, evaluation of alternatives, product choice, and post-purchase evaluation. Habitual and affective decision making are also briefly discussed.
The document discusses brand loyalty and related concepts. It begins with an introduction stating the purpose is to understand brand loyalty and how price and willingness to buy generic versus name brands may influence it. Several chapters are outlined that will discuss literature on brand loyalty, explain a survey conducted to test hypotheses, and provide results and opinions. Brand loyalty is then defined in several ways by different sources. Different categories of brand loyalty are described, and strategies for each customer segment. Factors that influence brand loyalty are discussed, as well as how to create and enhance customer loyalty through satisfaction, surveys, segmentation, and social media.
The key steps in developing a marketing strategy are understanding the target market's buying behavior, including who the buyer is, why they buy, and how, when, and where they buy. Consumer buying behavior depends on how products differ and the consumer's level of involvement, ranging from complex buying behavior with many differences between products to habitual buying behavior with few differences. Marketing must understand the influences on consumer behavior and how to persuade consumers at each step of the decision process based on their level of involvement.
This document discusses a mixed methods study exploring the effectiveness of price bundling for frequently purchased products like teeth whitening products. The study uses a concurrent two-study design with a quantitative experiment and qualitative interviews. The experiment tests different discount forms for bundling teeth whitening products and finds consumers perceive higher value from bundles but attitudes and intentions support promoting items individually. Interviews provide further insights into consumer decision making. The findings suggest caution for marketers in designing product bundles and promotion strategies, as bundling may not be effective for certain frequently purchased products.
The document discusses various aspects of branding, including brand positioning, personality, relationship, and extension. It summarizes research on how brands are defined and perceived, the psychological constructs that influence consumer brand relationships, and factors that impact brand equity and extension success such as brand familiarity, fit between the parent and extended categories, and the quality of the original brand. The document also presents models for segmenting markets and positioning brands globally, and discusses the relationship between corporate branding, credibility, and price premiums.
Consumer Behavior , Learning and Memory, Understand how consumers learn about products and services ,Conditioning results in learning , Learned associations with brands generalize to other products, and why this is important to marketers ,here is a difference between classical and instrumental conditioning, and both processes help consumers to learn about products, learn about products by observing others' behavior
The document discusses various topics related to consumer behavior, including problem recognition, motivation, attitudes, and environmental influences. It defines consumer behavior and describes how marketers study factors that impact purchase decisions. It also covers motivation theories like Maslow's hierarchy of needs and how motivation research is used. Key environmental influences discussed are culture, subcultures, social class, and reference groups. Learning theories around behaviorism and cognitivism are also summarized.
This document discusses Muhammad Al-Shaibah's marketing strategy report which includes sections on pricing, promotion, and distribution strategies. The pricing strategy section outlines different pricing methods like cost pricing, competitive pricing, and psychological pricing. The promotion strategy section defines promotion and discusses the promotional mix of advertising, personal selling, sales promotions, and publicity. The document provides details on each of these promotion strategies, including their merits and demerits.
Exposure, Attention and Interpretation -Consumer BehaviorAqib Syed
Exposure, Attention and Interpretation -Consumer Behavior
Exposure provides consumers with the opportunity to pay attention to available information but in no way guarantees it.
Exposure
Kinds of Exposure
Examples of exposure
Attention
Kinds of Attention
Examples of Attention
Interpretation
Kinds of Interpretation
Examples of Interpretation
The document discusses four general models of consumer behavior:
1) The economic model views consumers as rational actors seeking to maximize utility given scarce resources.
2) The psychological model views behavior as learned through stimuli, responses, and reinforcements.
3) The psychoanalytic model examines subconscious motives and how perception and experiences influence decisions.
4) The sociological model emphasizes the impact of social groups, culture, and reference groups on consumption patterns.
This document summarizes a research study that examined the influence of brand knowledge and brand relationship on purchase decisions through brand attachment. The study developed a conceptual model and used structural equation modeling to test relationships between variables. Key findings included:
1) Brand awareness positively influences brand image, and brand image positively influences current purchases.
2) Brand knowledge affects future purchases indirectly through variables like brand satisfaction, brand trust, and brand attachment.
3) Brand satisfaction and brand trust positively influence brand attachment. Brand attachment then positively influences both current and future purchases.
4) The overall structural model fit the data well, providing support for most of the hypothesized relationships between variables in the study.
The document discusses demographics and their impact on consumer behavior. It defines demographics as groups that share market-relevant attributes like age, income, gender, etc. The document discusses pros and cons of targeting specific demographics in marketing campaigns. It can help personalize campaigns but risks generalizing. The document also provides tips for selecting profitable demographics to target, including ongoing research, testing new attributes, collaborating with others, and anticipating exceptions. Examples are given of how search engines and online advertising use demographic targeting to improve metrics like conversions and click-through rates. The fashion industry in the US is also briefly discussed.
1. The document discusses a research study on the influence of brand name on consumer decision making when purchasing cars. It outlines the objectives to understand consumer decision processes when buying cars and the impact of brand name.
2. The literature review discusses past studies that found brand names influence consumer choices, with consumers preferring well-known brands over unknown brands.
3. The proposed study will use a questionnaire survey of 50 respondents to examine the relationship between brand image and consumer buying behavior factors like quality consciousness, price consciousness, and customer motives. The goal is to analyze how brand name impacts the consumer decision process.
The document summarizes several models of buyer behavior:
1. The economic model views buyers as rational actors seeking to maximize utility within their budget.
2. The learning model sees buying influenced by learned stimuli and responses.
3. The psychoanalytical model draws on Freudian psychology, viewing buyers as having deep-seated motives driving behavior.
4. The sociological model recognizes social influences like groups and class on buying decisions.
5. Systems models like the Nicosia and Howard-Sheth models conceptualize buyers as systems processing marketing stimuli into responses.
How happy are your customers measure customer satisfactionladylouuu
The document discusses the importance of customer satisfaction and lifetime value to businesses. It provides strategies for measuring customer satisfaction such as surveys, focus groups, and feedback forms. Companies should identify key drivers of satisfaction, address issues, and track metrics to link customer satisfaction to financial results. Case studies show how gathering customer feedback can improve retention, sales, and profits.
10 Insightful Quotes On Designing A Better Customer ExperienceYuan Wang
In an ever-changing landscape of one digital disruption after another, companies and organisations are looking for new ways to understand their target markets and engage them better. Increasingly they invest in user experience (UX) and customer experience design (CX) capabilities by working with a specialist UX agency or developing their own UX lab. Some UX practitioners are touting leaner and faster ways of developing customer-centric products and services, via methodologies such as guerilla research, rapid prototyping and Agile UX. Others seek innovation and fulfilment by spending more time in research, being more inclusive, and designing for social goods.
Experience is more than just an interface. It is a relationship, as well as a series of touch points between your brand and your customer. Here are our top 10 highlights and takeaways from the recent UX Australia conference to help you transform your customer experience design.
For full article, continue reading at https://yump.com.au/10-ways-supercharge-customer-experience-design/
http://inarocket.com
Learn BEM fundamentals as fast as possible. What is BEM (Block, element, modifier), BEM syntax, how it works with a real example, etc.
The document discusses how personalization and dynamic content are becoming increasingly important on websites. It notes that 52% of marketers see content personalization as critical and 75% of consumers like it when brands personalize their content. However, personalization can create issues for search engine optimization as dynamic URLs and content are more difficult for search engines to index than static pages. The document provides tips for SEOs to help address these personalization and SEO challenges, such as using static URLs when possible and submitting accurate sitemaps.
Lightning Talk #9: How UX and Data Storytelling Can Shape Policy by Mika Aldabaux singapore
How can we take UX and Data Storytelling out of the tech context and use them to change the way government behaves?
Showcasing the truth is the highest goal of data storytelling. Because the design of a chart can affect the interpretation of data in a major way, one must wield visual tools with care and deliberation. Using quantitative facts to evoke an emotional response is best achieved with the combination of UX and data storytelling.
This document summarizes a study of CEO succession events among the largest 100 U.S. corporations between 2005-2015. The study analyzed executives who were passed over for the CEO role ("succession losers") and their subsequent careers. It found that 74% of passed over executives left their companies, with 30% eventually becoming CEOs elsewhere. However, companies led by succession losers saw average stock price declines of 13% over 3 years, compared to gains for companies whose CEO selections remained unchanged. The findings suggest that boards generally identify the most qualified CEO candidates, though differences between internal and external hires complicate comparisons.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
International Journal of Business and Management Invention (IJBMI)inventionjournals
This study examines how promotional benefit level and brand awareness moderate the effectiveness of price discounts versus premiums (non-monetary promotions like free gifts). The study uses an experiment with different conditions manipulating these factors. The results suggest that at high and moderate benefit levels, price discounts are more effective than premiums in terms of perceived value and purchase intentions. At high and low brand awareness levels, price discounts are also more effective than premiums. The findings provide guidance to managers on the best promotion strategies depending on benefit level and brand awareness.
Comparison on ads or not? Influence of Referent on Advertising EffectivenessWaqas Tariq
This study explores how consumers distinguish different products and how to achieve advertising effectiveness. An experiment of 2(high/low ideal brands)x2(with/without comparisons)=4 mixed designs was conducted to verify the advertising effect influenced by the present of comparisons on ads with respect to high/low ideal brands. 50 subjects per design and 200 effective samples were evaluated under descriptive statistics and two-way ANOVA test. The study concludes: the present of comparisons on ads ameliorates Brand Attitude and Advertising Attitude regardless of high/low ideal brand. However, Purchase Intention was not significantly influenced by comparisons on ads.
ABSTRACT:Determine the sales promotion tool that suits the brand image is very critical issue for marketers and Scholars , In this paper, an attempt has been made to analyze the effect of different sales promotion types on brand image and the moderating role of Promotional Benefit Level and awareness level , This research uses a cross-sectional experiment to manipulate promotional benefit level, brand awareness level, type of promotion and measure the brand image, The results obtained suggest that at all levels of promotional benefit and brand awareness ,there are not differences between the effect of promotion type on brand image. The findings offer guidance to managers who might benefit from knowing what is the best strategy to promote their products and services. Our work also extends prior related research because, to this date, the effectiveness of price discounts and premiums across promotional benefit levels and brand awareness levels is an under-researched issue.
This document discusses a mixed methods study exploring the effectiveness of price bundling for frequently purchased products like teeth whitening products. The study uses a concurrent two-study design with a quantitative experiment and qualitative interviews. The experiment tests different discount forms for bundling teeth whitening products and finds consumers perceive higher value from bundles but individual promotion is preferred. Interviews provide further insights into consumer decision making. The study contributes new understanding that bundling may not always be effective and discount type influences bundles. A mixed methods approach provides rich data on consumer motivations.
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.
1) The document discusses how consumers infer that products offered as "free gifts" must have low production costs, which reduces how much they are willing to pay for that product later.
2) Two studies show that consumers are willing to pay less for a product when it is framed as a "free gift" rather than part of a bundled offer or not mentioned as a free gift at all. Including the price of the free gift can attenuate this effect.
3) Managers should consider how free gift promotions may impact future demand and pricing, as consumers discount the value of products they have received for free in the past. The framing and transparency of free gift offers influences consumer inferences.
1) The study assessed the level of sales promotional tools and consumer buying behavior among consumers in Tagum City. It found that consumers had a very high preference for products with discounts, buy one get one free deals, coupons, and sampling.
2) The study also found that consumers in Tagum City exhibited very high brand loyalty and were convinced by brands that had established a strong image.
3) The results showed a significant relationship between sales promotional tools and consumer buying behavior, indicating that promotional tools influenced consumers' purchasing decisions.
5 consumer behaviour research paper publishedin international journalmaaranhari
This document summarizes a research paper on analyzing consumer behavior and factors that influence marketing. It discusses how studying consumer behavior is important for marketers to understand what influences consumer purchasing decisions. It also explores the different factors that influence consumer behavior, including advertising, financial conditions, personal preferences, peer influence, and purchasing power. Additionally, it examines patterns in consumer behavior like area of purchase, time and frequency of purchase, and method of purchase. The document concludes that understanding consumer psychology is key for marketers to appeal to customers on an emotional level and find opportunities to engage positive psychological reactions in potential consumers.
This document summarizes a research paper on analyzing consumer behavior and factors that influence marketing. It discusses how studying consumer behavior is important for marketers to understand what influences consumer purchasing decisions. It also explores the different factors that influence consumer behavior, including advertising, financial conditions, personal preferences, peer influence, and purchasing power. Additionally, it examines patterns in consumer behavior like area of purchase, time and frequency of purchase, and method of purchase. The document concludes that understanding consumer psychology is key to convincing people and creating an emotional appeal that can gain long-term customers.
This document summarizes a research paper on analyzing consumer behavior and factors that influence marketing. It discusses how studying consumer behavior is important for marketers to understand what influences consumer purchasing decisions. It also explores the different factors that influence consumer behavior, including advertising, financial conditions, personal preferences, peer influence, and purchasing power. Additionally, it examines patterns in consumer behavior like area of purchase, time and frequency of purchase, and method of purchase. The document concludes that understanding consumer psychology is key to convincing people and creating an emotional appeal that can gain long-term customers.
Dissertation ppt on ROLE OF SALES PROMOTION IN FMCGanonymous
Dissertation ppt on ROLE OF SALES PROMOTION IN FMCG
ABOUT THE TOPIC
MARKETING MIX AND PROMOTIONS
PROMOTION – One of the important element
SALES PROMOTION
WHY MARKETERS USE
5 consumer behaviour research paper hari masterpiece HariMasterpiece
This document summarizes a research paper on analyzing factors that influence consumer behavior and promoting in marketing. It discusses how studying consumer behavior is important for marketers to understand what influences consumers' purchasing decisions. It also examines different types of consumer behavior and factors that affect consumer behavior, such as advertising, financial conditions, personal preferences, social influence, and purchasing power. Additionally, it outlines patterns of consumer behavior including area of purchase, time and frequency of purchase, and method of purchase. The document concludes that understanding consumer psychology and how consumers think, feel, reason and make decisions is important for effective marketing.
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Innovation Management Frameworks: Your Guide to Creativity & Innovation
International Journal of Business and Management Invention (IJBMI)
1. International Journal of Business and Management Invention
ISSN (Online): 2319 – 8028, ISSN (Print): 2319 – 801X
www.ijbmi.org Volume 2 Issue 9ǁ September. 2013ǁ PP.132-137
www.ijbmi.org 132 | Page
Consumer Response to Price Discount And Premiums : The
Moderating Role Of Brand Awareness
Mokhles Alnazer
1
,Marketing and International Trade Department
Higher Institute of Business Administration
Syria –Damascus
ABSTRACT :the effectiveness of sales promotion tools depend on many factors like the level of promotional
benefit and brand equity and product nature. The purpose of this paper is to examine how brand awareness
moderates consumers’ evaluations of different types of promotions including Premiums and price discount .
This research uses a cross-sectional experiment to manipulate type of promotion, brand awareness and
measures consumers’ value perceptions and purchase intentions and search intentions . The results obtained
suggest that at high brand awareness level and low brand awareness level price discounts are more effective
than premium.
Keywords : premiums, price Discounts, , Brand awareness
I. INTRODUCTION:
In recent years ,sales promotion become one of the most important element in promotional mix,
because it plays pivotal role in sales volume increasing and changing the behavioral intentions (Zheng shi et
al,2005), and support the other elements in communication mix(Kotler&Armstrong,2011).But the effectiveness
of sales promotion tools depend on many variables like promotional benefit level (Plazon & Delgado, 2009)
,brand equity(Montaner et al,2011), Product nature ( Chandon et al,2000), Perceived risk (lowe,2011), price
conscious (Smith &S sinha,200). In this paper we will study the moderating effect of brand awareness on the
effectiveness of price discount and premiums .
II. CONSUMER RESPONSE TO MONETARY AND NONMONETARY PROMOTIONS:
Sales promotions have often been classified by researchers as monetary or nonmonetary (Chandon et
al., 2000), For example, a price discount (e.g. 50 percent off) would be a monetary promotion and free gift
would be a nonmonetarypromotion. (Zheng.et al,2005), for example argue that price discount is a temporary
reduction of the list price of the product, while (d’Astous & Jacob,2002) show that free gift is simply a product
or a service offered free or at a relatively low price in return for the The implications of Prospect Theory Value
Function (Kahneman & Tversky, 1979) for sales promotions provide plausible explanations for different
consumer reactions to different promotional framings. Based on this theory, consumers perceive a promotion
relative to a subjective reference point, (e.g., the reference price of the product). Then it is probable that a
monetary promotion would be considered as a reduction in the “loss” because it reduces the purchase price,
while a nonmonetary promotion would be viewed as a “gain” obtained in the transaction. The logic of this
reasoning is clear. People tend to evaluate price discounts in relative terms because both the purchase price and
the change are expressed in monetary terms. However, when consumers are offered a free gift, they do not have
an accurate understanding of its pecuniary value, which makes it more difficult to discount its value from the
product price. This may inhibit consumers’ tendency to evaluate the promotion in relation to the focal product,
or its price. Therefore, the type of promotion determines the mental accounting conducted, which is a segregate
evaluation in the case of free gift, and an integrate evaluation when analyzing price discounts. These notions of
integration or segregation resemble the types of reasoning suggested by (Nunes &Park,2003) in a sales
promotions context. The use of discounts places a greater emphasis on price, leading people to assess the
incentive relative to what they pay (relativistic and quantitative reasoning), while free gift take the focus away
from price (absolute and qualitative reasoning). Consequently, the fact that the promotional framing (monetary
or nonmonetary) determines the difficulty of its analysis leads to the conclusion that two promotional tools with
an equal promotional benefit are evaluated differently. For example,(Sinha & Smith 2000) showed that the
transaction value for three economically equivalent promotions could be different, being highest for price
promotion (50% off), followed by extra-product promotion (buy one, get one free), and finally mixed promotion
(buy two, get 50% off).
2. Consumer response to price discount…
www.ijbmi.org 133 | Page
III. THE MODERATING ROLE OF BRAND AWARENESS :
The evaluation of sales promotions tool is likely to depend on the type of brand used (e.g. whether high
or low brand equity). Recognizing brand awareness is a component of brand equity, previous research has
shown that promotions involving high quality brands which have high awareness have significantly different
effects from the same promotions using medium or low awareness brands (Chandon .et al,2000; Montaner .et
al,2011).Blattberg and Wisniewski (1989) argued that those who buy lower quality brands are more price
sensitive than the consumers of higher quality brands. Thus, promotions for lower quality brands only attract
customers of similar or lower price brands. By contrast, promoting strong brands causes consumers to switch
from a competing brand in greater numbers.Chandon.et al(2000) concluded that non monetary promotions are
more effective than monetary promotions at high level of brand equity, Lowe,(2010) shown that consumers
prefer monetary promotions like price discount with low brand awareness product, and prefer non monetary
promotion like extra free product with high brand awareness. Montaner.et al ,(2011) concluded that consumers
evaluate the free gift more positive with high brand equity product, above discussion lead to the following
hypotheses:
H1: At low brand awareness level :
H1a: perceived value is higher for price discount than for premium.
H1b: purchase intentions is higher foe price discount than for premium.
H3c: search intention is higher foe price discount than for premium .
H2: At High brand awareness level:
H2a: perceived value is higher with premium than price discount .
H2b: purchase intentions is higher with premium than price discount.
H2c: search intentions is higher with premium than price discount
IV. METHODOLOGY:
In this study , 2 promotion type(price discount, premium)X 2brand awareness (low, high) between-
subjects experimental design was employed. The data for the empirical study were obtained from a controlled
experiment involving undergraduate and post graduate students.
4.1Pretests to the Treatments’ Design:
Different pilot studies were conducted to choose the product category to be used and to select the
discount levels and the premium The first pretest involved 72 subjects, and 9 products were pretested. These
products were chips, toothpaste, soap, chocolate , coffee, shampoo, soft drinks , and noodles. Subjects
responded to a set of items to measure the hedonic or utilitarian nature and the interest in these products. The
hedonic or utilitarian nature of the product was measured with three 7-point semantic differential scales based
on Wakefield and Inman (2003) Soft drink was finally chosen as the focal product, (see Appendix I for scale
items and Appendix II for further information about the pretest). The use of a purely hedonic or utilitarian
product was deliberately avoided to prevent possible congruencies between the promotion and the product that
may enhance one type of promotion over another (Chandon, Wansink, & Laurent, 2000).The second pretest
involved 60 subjects and sought to guide the selection of the premium used as a nonmonetary incentive .A total
of 6 different premiums were pretested. Four measures were obtained for each premium: attractiveness, value,
utilitarian or hedonic nature, and perceived fit between the premium and the main product (Soft drink). These
premiums were: a backpack, a t-shirt, an alarm clock, , football, Mug, sport cap. it was of interest to select a
premium that was neither very attractive nor especially unattractive to avoid the possibility that this
characteristic would determine the effectiveness of one type of promotion over another.The fit between the
premium selected and the product used in the study was also controlled. The use of a purely hedonic premium
was avoided because it could have enhanced the deal by making the benefits congruent (Chandon,Wansink,&
Laurent, 2000) and because receiving something people could not justify buying for themselves may have
enhanced the attractiveness of the premium(Nunes & Park, 2003). Based on this procedure, the Football was
selected, (see Appendix II). The purpose of third pretest is chosen tow brands for soft drink. one with high
awareness and another with low awareness. This pretest was carried out with 70 student. six brands were pretest:
Pepsi, Coca cola ,Canada dry , Sport cola , Original , Ugarit . The brand awareness was measured by 5 points
Likret scale based on (Yoo. et al,2000). Finally Pepsi was chosen as high brand awareness and Original as low
brand awareness.
4.2 Measures:
The dependent variables used to evaluate promotional effectiveness are perceived value, buying
intention, and search intention. All of them were evaluated on a 5-point Likert scale, anchored by “Disagree
Strongly” and “Agree Strongly.” Perceived value was measured with seven items based on Chandon, Wansink,
3. Consumer response to price discount…
www.ijbmi.org 134 | Page
and Laurent (2000) and d’Astous and Jacob (2002). The items were as follows: (1) I like this type of promotion;
(2) I wish there were more promotions like this; (3) This promotion offer incites me to buy the product; (4) This
promotion offer is of great value; (5) This promotion offer is original; (6) This promotion offer
pleases me; and (7) This promotion offer interests me.
The two-item buying intention measure (anchored by “Very Low” and “Very High”) is based on Grewal,
Monroe, and Krishnan (1998). The items were as
follows: (1) The probability that I would consider buying this product is; (2) The likelihood that I would
purchase this product is very high.
Three items search intention measure (anchored by “Very Low” and “Very High”) is based on
Plazon&Delgado(2009). The items were as follows: (1)Before making a purchase decision, I would visit other
stores to check for similar promotions.
(2) Before making a purchase decision, I would need to search for more information about alternative
promotions,(3) Before making a purchase decision, I would visit
other stores looking for a better promotion.
4.3 Sample and Procedure:
Data were collected from a 315 student sample at Higher institute of business administration
(Syria).The students were distributed in Four similar size groups which were actually practice groups of a
subject. The information to contrast hypotheses was obtained by means of a survey adapted to the experimental
conditions of each group. At the beginning of the session each participant was given a questionnaire with two
differentiated parts and they were asked to complete the first part. After this, a PowerPoint presentation which
simulated the purchase conditions of the product and brand corresponding to each group was performed in the
classroom. At the end of the practical session, the participants had to answer the second part of the survey
4.4 Manipulation Check:
Manipulation check shows the adequacy of the treatments.
A- The creditability of promotional scenarios : the credibility of each promotional scenario was tested with a
7-point semantic differential scale with endpoints of“ Not Believable” and “Believable.” The promotional
conditions were perceived as believable(overall mean =5,20). Each of the individual promotional evaluations
exceeded the neutral point, and the credibility ratings ranged from 4,8 to 5,6.b- Brand awareness : An ANOVA
indicated that for price discounts the perceived benefit varied across levels(T=19,123,p=0,001), For Pepsi
product the brand awareness was=3,68 and for Original Product the brand awareness was=2,35 ,P=0,003.
Hypotheses test :
To test H1,H2, an ANOVA was conducted for each dependent variable, focusing on the interaction
between promotion type and brand awareness level. After that, the simple effects driving the interaction were
obtained. The ANOVA including perceived value as dependent variable, and promotion type and brand
awareness as independent factors indicated significant main effects of promotion type(F=66,8 ,p=0,001). And
the main effects of brand awareness is significant (F=11807,p=0,001), also the interaction between the two
experimental factors was significant (F=15,713,P=0,00). To assess whether there is empirical evidence for H1a,
H2a, comparisons across promotional benefit levels were performed. H1a posits that price discounts generate a
higher perceived value than premiums at low level of brand awareness , and Table 6 shows that the differences
between them are significant.H2a posits that premiums generate a higher perceived value than price discount at
high level of brand awareness , and Table 2 shows that the differences between them are significant.
the results suggest that price discounts are more valued when high brand awareness and low brand awareness
level are employed ,H1a was supported empirically , but H2a was not supported
Table 1 .The effect of interaction between sales promotion and Brand awareness level
Dependant Variable Sales promotion Brand awareness Sales promotion* Brand
awareness
F Sig F Sig F Sig
Perceived value 66,8 0,00 11,807 0,001 15,713 0,00
Purchase intentions 21,12 0,00 2,385 0,125 15,323 0,00
Search intentions 88,940 0,00 2,784 0,098 11,537 0,001
4. Consumer response to price discount…
www.ijbmi.org 135 | Page
An ANOVA of buying intention on the two treatment factors reveals significant main effects of sales promotion
(F=21,12,p=0,00), but the main effect of brand awareness is not significant (F=2,385,p=0,125) while for the
interaction between sales promotion and brand awareness level is significant (F=15,323,p=0,00).To assess
whether there is empirical evidence for H1b, H2b, comparisons across brand awareness levels were performed.
At low awareness levels (H1b), price discounts generate a higher buying intention than premiums do, giving
empirical support to H3b as table 2 shows.At high awareness levels (H2b) premiums generate a lower buying
intention than price discount do, that lead to reject (H2b) as table 2 shows.An ANOVA of search intentions on
the two treatment factors reveals significant main effects of sales promotion (F=88,94 ,p=0,00), but the main
effect of brand awareness is not significant (F=2,784 ,p=0,098) while for the interaction between sales
promotion and brand awareness level is significant (F=11,5 37,p=0,001).
To assess whether there is empirical evidence for H1c, H2c, comparisons across promotional benefit levels were
performed. At low awareness levels (H1c), price discounts generate a lower search intentions than premiums do,
giving empirical support to H3b as table 2 shows.
At high awareness levels (H2b) premiums generate a higher search intentions than price discount do, that lead
to reject (H2b) as table 2 shows
Table2. Means, Standard Deviations, and Test of Significance for interaction between sales promotion
and brand awareness level
Dependant Variable Sales promotion Brand awareness level
High low
M SD M SD
Perceived value Price discount 3,36 0,591 3,39 0,604
premium 3,08 0,912 2,58 1,809
Sig 0,03 0,00
Purchase intentions Price discount 3,76 1,02 3,98 1,07
premium 3,21 1,11 3,2 1,42
Sig 0,00 0,00
Search intentions Price discount 3,01 1,24 2,83 1,29
premium 3,62 1,38 4,13 1,20
Sig 0,00 0,00
V. CONCLUSIONS AND IMPLICATIONS:
Marketers spend an enormous amount of time finding out what consumers really want and what
promotions will be most effective. Given the very large expenditures allocated to sales promotion tools,
understanding what strategy touse for a given promotional cost/value remains important. Thus, one of the basic
decisions confronting a manager, when implementing a promotion, is the type of promotion to be used and the
benefit to be offered to consumers. Therefore, it is a very relevant issue for both academics and researchers to
understand what promotional tool (monetary vs. nonmonetary) works better at a given brand awareness level
from the perspective of consumers’ reactions. the results obtained show when the brand awareness is low(H1),
the findings indicate that price discounts are more effective than premiums because they are valued more (H1a)
and generate higher buying intentions (H1b) and lower search intentions (H1c). when the brand awareness is
high (H2), the findings indicate that price discounts are more effective than premiums because they are valued
more (H2a) and generate higher buying intentions (H2b). and lower search intentions(H2c).
VI. LIMITATION AND FUTURE RESEARCH:
The current study represents a small step toward understanding consumers’response to sales
promotions and therefore the effectiveness of different promotional tools. This research investigates just one
type of monetary and nonmonetary promotion, price discount and premium. However, due to the high number
of promotional tools (e.g., bonus pack, sweepstakes, and so on), it is possible that these results may not
generalize to other tools. Therefore, future research is needed to identify how different promotional tools work.
Also we need to study the nature of the premium offered (e.g., hedonic or utilitarian) is of special relevance
because it can influence the evaluation of a promotional offer and determine the arousal of affective and
cognitive responses in the evaluation process
5. Consumer response to price discount…
www.ijbmi.org 136 | Page
REFERENCES :
[1] Chandon, P., Wansink, B. and Laurent, G. (2000), “A benefit congruency framework of sales promotion effectiveness”, Journal
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APPENDIX I: Pretest1
Scale Items: Hedonic or utilitarian nature of the product
category (a=0.82)
“Think of the situation in which each product is typically used”:
Practical purpose/just for fun
Purely functional/pure enjoyment
For a routine need/for pleasure
Table A the nature of product
Product categories Hedonic/Utilitarian
Nature
chips 5,56
Toothpaste 2,49
soap 3,10
noodles 4,81
Shampoo 2,68
coffee 5
Soft drink 3,93
choclate 5,63
APPENDIX II: Pretest2
Scale Items: Perceived product-premium fit(a=0.83)
This premium is appropriate for the product.
This premium is a logical choice for the product.
There is a good association between the premium and the product.
Scale Items: Premium attractiveness (a=0.96)
This premium interests me.
This premium pleases me.
Scale Items: Hedonic or utilitarian nature of the premium
“Would you characterize the premium as primarily a functional gift or an
entertainment/enjoyable gift?”
Primarily for functional use/Primarily for entertainment use
6. Consumer response to price discount…
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Table B The premium Features
Monetary
Value
Hedonic/Utilitarian
Nature
attractivenessProduct-
premium fit
The Premium
4,5$4,52,873,33backpack
3$4,62,853,37t-shirt
2,4$2,12,472,59an alarm clock
2$4,43,154,01football
1,8$3,62,933,51Sport cap
1,53,54,34,18Mug
APPENDIX III: pretest 3
Scale Items: brand awareness(a=0.96)
1-I know what X looks like
2-I can recognize X among other competing brands
3-I am aware of X brand
4-I know X brand
Table C the level of brand awareness
SDmeanBrand
0,1293,66Ugarit
0,0684,61Pepsi
0,0863,78Canada Dry
0,0122,61Original
0,0893,32Sport cola
0,0624,48Coca cola