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.
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) 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.
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.
This document provides an overview of key concepts in consumer behavior and marketing strategies. It discusses 1) the importance of understanding consumer behavior and purchase decision processes, 2) the stages of consumer decision making including problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation, and 3) how marketers can influence consumer attitudes through advertising by changing beliefs about product attributes or the importance of attributes. The document also covers consumer learning processes including conditioning, thinking and modeling behavior.
Market segmentation refers to dividing a market into subgroups of customers with distinct needs and characteristics that lead to similar responses to marketing efforts. It allows companies to target specific segments effectively. There are three main criteria for segmentation: homogeneity within segments, distinction between segments, and similar response to the market. Effective segmentation creates identifiable, accessible, profitable, and durable segments that meet unique customer needs and can be measured. It facilitates choosing marketing targets and developing tailored and efficient marketing strategies for each segment.
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
The impact of marketing mix on buying behaviour of youth segment in sri lankaJanith Chandranath
This document outlines a research study on the impact of marketing mix on the buying behavior of youth in Sri Lanka. The study aims to identify how the 4Ps of marketing mix (product, price, place, promotion) influence youth purchasing decisions. The researcher develops hypotheses and a conceptual framework relating the marketing mix to buying behavior. A questionnaire will be used to collect primary data from 100 youth respondents, which will be analyzed using statistical tools like regression and correlation to understand the relationships between variables. The findings aim to provide insights for marketers on how to better understand and influence youth consumer behavior through marketing strategies.
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) 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.
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.
This document provides an overview of key concepts in consumer behavior and marketing strategies. It discusses 1) the importance of understanding consumer behavior and purchase decision processes, 2) the stages of consumer decision making including problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation, and 3) how marketers can influence consumer attitudes through advertising by changing beliefs about product attributes or the importance of attributes. The document also covers consumer learning processes including conditioning, thinking and modeling behavior.
Market segmentation refers to dividing a market into subgroups of customers with distinct needs and characteristics that lead to similar responses to marketing efforts. It allows companies to target specific segments effectively. There are three main criteria for segmentation: homogeneity within segments, distinction between segments, and similar response to the market. Effective segmentation creates identifiable, accessible, profitable, and durable segments that meet unique customer needs and can be measured. It facilitates choosing marketing targets and developing tailored and efficient marketing strategies for each segment.
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
The impact of marketing mix on buying behaviour of youth segment in sri lankaJanith Chandranath
This document outlines a research study on the impact of marketing mix on the buying behavior of youth in Sri Lanka. The study aims to identify how the 4Ps of marketing mix (product, price, place, promotion) influence youth purchasing decisions. The researcher develops hypotheses and a conceptual framework relating the marketing mix to buying behavior. A questionnaire will be used to collect primary data from 100 youth respondents, which will be analyzed using statistical tools like regression and correlation to understand the relationships between variables. The findings aim to provide insights for marketers on how to better understand and influence youth consumer behavior through marketing strategies.
role of sales promotion in FMCG Sector (Bathing Soaps)Yug Bokadia
The document outlines a research project on the role of sales promotion in fast moving consumer goods (FMCG). It discusses the purpose, objectives, hypotheses, methodology, design, data collection, analysis and findings of the research. The research aims to study consumer preferences and behavior regarding sales promotions for bathing soaps. It uses surveys of 25 consumers and retailers to collect primary data and secondary sources to analyze the impact of promotions. Key findings include that consumers prefer promotional schemes that offer more quantity at lower cost and quality remains important.
Sales promotions aim to increase immediate sales, gain trade support, and support the sales force. They are widely used due to pressure to quickly boost sales and because they can easily target consumers, trade partners, and salespeople. Common consumer promotions include coupons, rebates, samples, and contests which are flexible and can be combined to meet objectives. Trade promotions target wholesalers and retailers through point-of-purchase displays, trade shows, retailer kits, and incentives to gain merchandising support and distribution. Loyalty programs aim to increase retention through rewards while sponsorship and events associate brands with lifestyles.
The document provides an introduction and overview of sales promotion. It defines sales promotion as marketing activities other than personal selling, advertising, and publicity that are used to stimulate short-term purchases and dealer effectiveness. Examples of sales promotion techniques include coupons, samples, premiums, and contests. The objectives of sales promotion are to communicate with customers, provide incentives for purchase, and invite customers to make immediate purchases. The document also provides an overview of Marvel Dyers & Processors Pvt. Ltd., including that it is a private company registered in 1986 in Ludhiana, India that operates in the textile finishing industry.
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.
Marketing Promotion : Concept, Objectives and ToolsHarish Vinnakota
The document discusses various promotion tools including advertising, public relations, personal selling, sales promotion, direct marketing and events & experiences. It provides examples of how different companies have used these various promotion tools including advertising campaigns, PR activities, sponsorships, social media usage and personal selling approaches. The objectives and key functions of each promotion tool are also outlined.
This document provides an overview of sales promotion, including its definition, importance, and impact on various stakeholders. Sales promotion consists of short-term incentives designed to stimulate quicker and greater purchases of a product. It benefits consumers by providing product knowledge and discounts, manufacturers by increasing sales and market capture, and dealers by facilitating larger sales. At a societal level, sales promotion increases standards of living, employment, and economic growth.
Market research studies provide essential information in 3 key areas:
1) Overview of measurement metrics, research design classifications, techniques and data analysis methods.
2) Classification of research designs including exploratory, descriptive and causal designs along with primary and secondary data sources.
3) Specific techniques including ad tracking, brand equity, brand association research, commercial eye tracking, concept testing and demand estimation that are applied to areas like promotional research, advertising research and pricing research.
This document discusses a group assignment for a marketing class to analyze promotion strategies for a new energy drink called "MaduriaEnergyz". Promotion refers to incentives used to encourage sales and change perceived value of brands. The types of promotions suitable for the sales force, retailers, and consumers of this energy drink include discounts, contests, advertising support, samples, and premiums to push the product through retailers and pull consumers.
This document provides an overview of sales promotion. It defines sales promotion as a direct inducement that offers extra value or incentive to consumers, sales forces or distributors with the primary goal of creating an immediate sale. The document then outlines different vehicles for consumer-oriented promotions like samples, coupons, premiums and contests, as well as trade-oriented promotions like co-op advertising and trade shows. It discusses the objectives and types of both consumer and trade promotions. The document also notes challenges with sales promotion and how promotions can be coordinated with other marketing communication tools.
Marketing principles have been changing through decades, being influenced by different
environmental factors and advanced technologies. Even how we define marketing is changing, and what we
expect from successful marketing campaign is also changing. The latest definition of marketing is; it is an
exchange process, where needs and wants are satisfied, competing for the purchasing power of consumers
(Brunswick, April 2014)
Sales promotion is a marketing technique used to temporarily increase sales. It includes tactics beyond advertising and personal selling like coupons, loyalty programs, and discounts. The goal is to stimulate immediate customer purchases or dealer effectiveness over a limited time period. Common sales promotion techniques provided as examples are price deals, loyal reward programs, cents-off deals, and coupons.
The document discusses the business environment and its importance. It defines the business environment as the combination of internal and external factors that influence a company. It then explains why understanding the business environment is important, as environmental factors can influence all aspects of a business. The document outlines the various components of the business environment, including economic, socio-cultural, political, legal, and technological factors. It also discusses the features and importance of analyzing the business environment, and different techniques for doing so, such as PESTEL analysis and SWOT analysis.
Sales promotion is a promotional mix technique that uses consumer and trade promotions to boost sales. Examples of consumer sales promotions include contests, coupons, loyalty programs, cents-off deals, price-pack deals, and free-standing newspaper inserts with coupons; trade sales promotions target retailers and wholesalers with techniques like loss leaders and point-of-purchase displays. The document outlines different consumer sales promotion techniques like loyalty reward programs, cents-off deals, price-pack deals, coupons, and free-standing coupon inserts in newspapers.
This document provides a summary of Procter & Gamble's marketing strategy. It discusses the objectives of sales promotions which include stimulating quicker or greater purchase. It also analyzes P&G's use of various promotion tools for consumers, trade partners, and salesforce. The key promotional tools discussed are advertising, personal selling, public relations, direct marketing and sales promotions. The document evaluates factors in selecting and implementing different promotion programs and methods for evaluating their effectiveness.
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.
This document is a presentation about sales promotion. It defines sales promotion as campaigns used by manufacturers and dealers to increase short-term sales. Sales promotion differs from advertising and personal selling. There are 17 common sales promotion methods used in retail and business-to-business sectors, including coupons, premiums, loyalty programs, and price discounts. Supermarkets frequently use various promotions like price offsets, bonus packs, and coupons. Shopping centers employ giveaways, sweepstakes, refunds/rebates, and event marketing.
This document provides an overview of sales promotion concepts from a textbook. It includes definitions of sales promotion, examples of different promotion techniques like premiums and coupons, and objectives of various promotion types. It also discusses challenges like overreliance on promotions, misredemption of coupons, and the "sales promotion trap" where constant discounting reduces brand value.
This document discusses different types of sales promotions. It describes consumer sales promotions and trade promotions, noting that consumer promotions target end users to encourage purchases. Some key consumer promotion tools discussed include free samples, coupons, percent-off discounts, bonus packs, refunds/rebates, premiums, and contests/sweepstakes. Each tool is described in terms of its pros and cons. Characteristics of effective consumer promotions include encouraging trial purchases and brand preference while stimulating sales and preventing competition.
Augmentation of promotion sensitivity for fmcg in indiaIAEME Publication
This document summarizes a research paper on the augmentation of promotion sensitivity for fast-moving consumer goods (FMCG) in India. It finds that FMCG companies in India allocate about 74% of their marketing budgets to sales promotion. Common sales promotion tools for FMCG products in India include coupons, price discounts, loyalty programs, and bundling offers. The document also reviews literature showing that sales promotions are most effective when combined with other marketing activities. FMCG consumers in India are found to be sensitive to promotion activities, though some loyal customers prefer brands over promotional benefits.
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
role of sales promotion in FMCG Sector (Bathing Soaps)Yug Bokadia
The document outlines a research project on the role of sales promotion in fast moving consumer goods (FMCG). It discusses the purpose, objectives, hypotheses, methodology, design, data collection, analysis and findings of the research. The research aims to study consumer preferences and behavior regarding sales promotions for bathing soaps. It uses surveys of 25 consumers and retailers to collect primary data and secondary sources to analyze the impact of promotions. Key findings include that consumers prefer promotional schemes that offer more quantity at lower cost and quality remains important.
Sales promotions aim to increase immediate sales, gain trade support, and support the sales force. They are widely used due to pressure to quickly boost sales and because they can easily target consumers, trade partners, and salespeople. Common consumer promotions include coupons, rebates, samples, and contests which are flexible and can be combined to meet objectives. Trade promotions target wholesalers and retailers through point-of-purchase displays, trade shows, retailer kits, and incentives to gain merchandising support and distribution. Loyalty programs aim to increase retention through rewards while sponsorship and events associate brands with lifestyles.
The document provides an introduction and overview of sales promotion. It defines sales promotion as marketing activities other than personal selling, advertising, and publicity that are used to stimulate short-term purchases and dealer effectiveness. Examples of sales promotion techniques include coupons, samples, premiums, and contests. The objectives of sales promotion are to communicate with customers, provide incentives for purchase, and invite customers to make immediate purchases. The document also provides an overview of Marvel Dyers & Processors Pvt. Ltd., including that it is a private company registered in 1986 in Ludhiana, India that operates in the textile finishing industry.
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.
Marketing Promotion : Concept, Objectives and ToolsHarish Vinnakota
The document discusses various promotion tools including advertising, public relations, personal selling, sales promotion, direct marketing and events & experiences. It provides examples of how different companies have used these various promotion tools including advertising campaigns, PR activities, sponsorships, social media usage and personal selling approaches. The objectives and key functions of each promotion tool are also outlined.
This document provides an overview of sales promotion, including its definition, importance, and impact on various stakeholders. Sales promotion consists of short-term incentives designed to stimulate quicker and greater purchases of a product. It benefits consumers by providing product knowledge and discounts, manufacturers by increasing sales and market capture, and dealers by facilitating larger sales. At a societal level, sales promotion increases standards of living, employment, and economic growth.
Market research studies provide essential information in 3 key areas:
1) Overview of measurement metrics, research design classifications, techniques and data analysis methods.
2) Classification of research designs including exploratory, descriptive and causal designs along with primary and secondary data sources.
3) Specific techniques including ad tracking, brand equity, brand association research, commercial eye tracking, concept testing and demand estimation that are applied to areas like promotional research, advertising research and pricing research.
This document discusses a group assignment for a marketing class to analyze promotion strategies for a new energy drink called "MaduriaEnergyz". Promotion refers to incentives used to encourage sales and change perceived value of brands. The types of promotions suitable for the sales force, retailers, and consumers of this energy drink include discounts, contests, advertising support, samples, and premiums to push the product through retailers and pull consumers.
This document provides an overview of sales promotion. It defines sales promotion as a direct inducement that offers extra value or incentive to consumers, sales forces or distributors with the primary goal of creating an immediate sale. The document then outlines different vehicles for consumer-oriented promotions like samples, coupons, premiums and contests, as well as trade-oriented promotions like co-op advertising and trade shows. It discusses the objectives and types of both consumer and trade promotions. The document also notes challenges with sales promotion and how promotions can be coordinated with other marketing communication tools.
Marketing principles have been changing through decades, being influenced by different
environmental factors and advanced technologies. Even how we define marketing is changing, and what we
expect from successful marketing campaign is also changing. The latest definition of marketing is; it is an
exchange process, where needs and wants are satisfied, competing for the purchasing power of consumers
(Brunswick, April 2014)
Sales promotion is a marketing technique used to temporarily increase sales. It includes tactics beyond advertising and personal selling like coupons, loyalty programs, and discounts. The goal is to stimulate immediate customer purchases or dealer effectiveness over a limited time period. Common sales promotion techniques provided as examples are price deals, loyal reward programs, cents-off deals, and coupons.
The document discusses the business environment and its importance. It defines the business environment as the combination of internal and external factors that influence a company. It then explains why understanding the business environment is important, as environmental factors can influence all aspects of a business. The document outlines the various components of the business environment, including economic, socio-cultural, political, legal, and technological factors. It also discusses the features and importance of analyzing the business environment, and different techniques for doing so, such as PESTEL analysis and SWOT analysis.
Sales promotion is a promotional mix technique that uses consumer and trade promotions to boost sales. Examples of consumer sales promotions include contests, coupons, loyalty programs, cents-off deals, price-pack deals, and free-standing newspaper inserts with coupons; trade sales promotions target retailers and wholesalers with techniques like loss leaders and point-of-purchase displays. The document outlines different consumer sales promotion techniques like loyalty reward programs, cents-off deals, price-pack deals, coupons, and free-standing coupon inserts in newspapers.
This document provides a summary of Procter & Gamble's marketing strategy. It discusses the objectives of sales promotions which include stimulating quicker or greater purchase. It also analyzes P&G's use of various promotion tools for consumers, trade partners, and salesforce. The key promotional tools discussed are advertising, personal selling, public relations, direct marketing and sales promotions. The document evaluates factors in selecting and implementing different promotion programs and methods for evaluating their effectiveness.
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.
This document is a presentation about sales promotion. It defines sales promotion as campaigns used by manufacturers and dealers to increase short-term sales. Sales promotion differs from advertising and personal selling. There are 17 common sales promotion methods used in retail and business-to-business sectors, including coupons, premiums, loyalty programs, and price discounts. Supermarkets frequently use various promotions like price offsets, bonus packs, and coupons. Shopping centers employ giveaways, sweepstakes, refunds/rebates, and event marketing.
This document provides an overview of sales promotion concepts from a textbook. It includes definitions of sales promotion, examples of different promotion techniques like premiums and coupons, and objectives of various promotion types. It also discusses challenges like overreliance on promotions, misredemption of coupons, and the "sales promotion trap" where constant discounting reduces brand value.
This document discusses different types of sales promotions. It describes consumer sales promotions and trade promotions, noting that consumer promotions target end users to encourage purchases. Some key consumer promotion tools discussed include free samples, coupons, percent-off discounts, bonus packs, refunds/rebates, premiums, and contests/sweepstakes. Each tool is described in terms of its pros and cons. Characteristics of effective consumer promotions include encouraging trial purchases and brand preference while stimulating sales and preventing competition.
Augmentation of promotion sensitivity for fmcg in indiaIAEME Publication
This document summarizes a research paper on the augmentation of promotion sensitivity for fast-moving consumer goods (FMCG) in India. It finds that FMCG companies in India allocate about 74% of their marketing budgets to sales promotion. Common sales promotion tools for FMCG products in India include coupons, price discounts, loyalty programs, and bundling offers. The document also reviews literature showing that sales promotions are most effective when combined with other marketing activities. FMCG consumers in India are found to be sensitive to promotion activities, though some loyal customers prefer brands over promotional benefits.
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
The document discusses fast moving consumer goods (FMCG) and sales promotions. It begins by explaining that FMCG refers to everyday consumer products that move quickly through retail shelves, though definitions vary. Characteristics of FMCG include low individual cost but high overall spending, limited household inventory with frequent purchases, and minimal decision time based mainly on brand and retailer recommendations.
The document then discusses different elements of sales promotions, which are an important part of FMCG marketing strategies. Consumer-oriented sales promotions aim to directly motivate consumers and can include techniques like coupons, price discounts, free samples, contests, and bundling offers. Factors that influence the effectiveness of these promotions include the promotion type, targeted segments, competitors' actions
The document discusses consumer behavior and its applications. It defines consumer behavior as the study of how individuals, groups, and organizations select, use, and dispose of products and services to satisfy their needs. There are several key applications of consumer behavior, including improving marketing strategies by understanding how consumers think and are influenced, informing public policy decisions, and engaging in social marketing to change behaviors. Understanding consumer behavior can also help consumers make better purchasing decisions.
Sales promotions are an important element of marketing for fast moving consumer goods (FMCG) companies. This document discusses the role and effectiveness of sales promotions in the FMCG sector. It finds that price discounts and buy-one-get-one-free offers are very effective at attracting consumers. Television is the best media for promoting FMCG products due to its wide reach. Consumer preferences, like desiring more quantity at lower prices, influence the types of sales promotions that are successful. The conclusions are that sales promotions increase short-term sales and trial rates, and FMCG companies should consistently change their promotional strategies and offers over time.
A STUDY ON EFFECTIVE BRAND PROMOTIONAL STRATEGIES INFLUENCING CUSTOMERSIAEME Publication
The document discusses a study on effective brand promotional strategies that influence customers. It examines the use of outdoor and in-store promotions by Max retail. The study found that hoardings and point-of-purchase materials were effective at communicating promotions internally. Discounts and coupons were also found to stimulate shopping. While contests had a neutral effect. The majority of respondents were from Chennai, and future research could expand to other locations.
This document provides an overview of key marketing concepts for designers to understand. It discusses theories like the marketing mix, market segmentation, and consumer buying behavior. It also covers topics such as marketing strategies, brand management, use of technologies, and services marketing. The purpose is for designers to appreciate how marketing works and how they can collaborate effectively with marketing professionals to create products and communications that serve customer needs.
This document provides an overview of a study on consumer purchase decision involvement and advertisement involvement in branded apparel. The study has three objectives: 1) To assess the degree of consumer purchase decision involvement and advertisement involvement in branded apparel. 2) To examine the impact of purchase decision involvement and advertisement involvement on purchase decisions. 3) To analyze how purchase decision involvement and advertisement involvement differ across socio-demographic groups when purchasing branded apparel. The study will use surveys, regression analysis, and ANOVA to collect primary data and test hypotheses related to the objectives. Understanding consumer purchase behaviors can help marketers better design marketing strategies tailored to different consumer groups.
Marketing research involves studying various areas to understand customer needs and market dynamics. This includes consumer research to understand who buys products and why, sales research to measure promotional effectiveness, and product research to test features and packaging. Other areas examined are pricing to set optimal prices, advertising to craft effective campaigns, and market research to analyze trends, competition and demand. The goal is to help companies make better marketing decisions, develop successful strategies, and design products that satisfy customers.
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 summarizes key findings from research on how sales promotions work. It identifies three main empirical generalizations supported by multiple studies:
1) Temporary retail price reductions substantially increase short-term sales.
2) Higher market share brands are less responsive to promotions and have lower "deal elasticities".
3) Deeper price cuts and more frequent promotions generate greater sales responses than shallow discounts or infrequent deals.
The document also discusses topics that have generated inconsistent findings and important areas in need of further research. It aims to synthesize what is known about how promotions impact consumer purchase behavior based on existing academic literature.
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
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.
The document discusses various marketing strategies for entering new markets as either a pioneer or late entrant. It notes that pioneers typically have significant market share advantages but can lose their lead if they become complacent. Late entrants can succeed through distinctive positioning or by taking advantage of gaps in pioneers' offerings. The strategies discussed include reducing price, improving products/services through niche targeting, entering new geographic markets, and developing new distribution channels.
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.
Project report on marketing mix and competitive analysis of pureit hulJitender Kumar
This document provides an overview of Hindustan Unilever Limited (HUL), India's largest fast-moving consumer goods company. It details that HUL was founded in 1933 and today has a portfolio of over 35 brands across 20 categories. The document outlines HUL's history of mergers and acquisitions over the decades. It also provides brief descriptions of HUL's business segments and historical milestones such as name changes. In summary, the document introduces HUL as India's largest FMCG and describes its portfolio growth through mergers and brand/business acquisitions over 80+ years of operations in India.
This document discusses a study on the effect of product packaging on consumer buying decisions. The study found that color of packaging is the most important feature influencing purchases, followed by images or pictures on packaging. Product packaging plays a vital role in differentiating brands and influencing consumers at the point of sale, as packaging is often the first thing consumers see when choosing between products. Elements like color, size, images, and language on packaging can attract attention and impact whether consumers select that product. Prior research also found packaging continues promoting the brand over the product's lifetime and can build loyalty.
It’s no secret that the marketing landscape is growing increasingly complex, with numerous channels, privacy regulations, signal loss, and more. One of the biggest problems facing marketers today is that they’re experiencing data deluge and data drought simultaneously.
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Join our product experts for a live demonstration of Bliss Point. Discover how it can empower your brand with the tools and insights needed to optimize each channel, across your entire media mix, and your overall brand performance.