Effect of Sales Promotion Activities on Consumer Buying Behaviour. A Case Study of Watanmal Group PDF Download
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Author: Anthony Abaidoo
Publisher: GRIN Verlag
ISBN: 3668532915
Category : Business & Economics
Languages : de
Pages : 56
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Book Description
Wissenschaftliche Studie aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, , Sprache: Deutsch, Abstract: The study sought to assess the effect of sales promotion activities on consumer buying behaviour by using Watanmal Group as a case study. The study used both quantitative and qualitative research techniques. In achieving the research objectives both primary and secondary data was used. The primary data was collected through questionnaires. Using a simple random technique 20 employees and 80 customers of Watanmal Group were interviewed. The findings of the study showed that all respondents (100%) are aware of the sales promotion strategy of Watanmal Group. Majority of respondents (48%) are more aware of Buy-one-get-one free promotional strategy and 24% are also aware of free sample promotional strategy. Results from the study showed that, the most effective promotional strategy is the use of Buy-one-get-one free strategy (58%), followed by free sample (22%) and price discounts (15%). Using a 5 point likert scale technique anchored on 1 – Strongly Disagree, 2- Disagree, 3- Uncertain, 4- Agree, and 5- Strongly Agree, the study found that, sales promotion strategy influence consumer behaviour. The study recommend strongly that Watanmal Group should increase their sales promotion strategies in order to increase their sales and market share since it was found that sales promotion influence the purchase pattern of consumers.
Author: Anthony Abaidoo
Publisher: GRIN Verlag
ISBN: 3668532915
Category : Business & Economics
Languages : de
Pages : 56
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Book Description
Wissenschaftliche Studie aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, , Sprache: Deutsch, Abstract: The study sought to assess the effect of sales promotion activities on consumer buying behaviour by using Watanmal Group as a case study. The study used both quantitative and qualitative research techniques. In achieving the research objectives both primary and secondary data was used. The primary data was collected through questionnaires. Using a simple random technique 20 employees and 80 customers of Watanmal Group were interviewed. The findings of the study showed that all respondents (100%) are aware of the sales promotion strategy of Watanmal Group. Majority of respondents (48%) are more aware of Buy-one-get-one free promotional strategy and 24% are also aware of free sample promotional strategy. Results from the study showed that, the most effective promotional strategy is the use of Buy-one-get-one free strategy (58%), followed by free sample (22%) and price discounts (15%). Using a 5 point likert scale technique anchored on 1 – Strongly Disagree, 2- Disagree, 3- Uncertain, 4- Agree, and 5- Strongly Agree, the study found that, sales promotion strategy influence consumer behaviour. The study recommend strongly that Watanmal Group should increase their sales promotion strategies in order to increase their sales and market share since it was found that sales promotion influence the purchase pattern of consumers.
Author: Mukaram Khan
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
Rapidly changing market conditions and the competitiveness of market players is forcing the “all what you need one roof retail concept” businesses to look for various tactics to attract as well as retain customers through a number of sale promotion strategies. For that matter, this study tests the impact of various sale promotion strategies and its impact of consumer buying behavior. In order to do so, a quantitative research strategy has been followed, where the sample of 297 was collected by selecting walk-in customers at 25 supermarkets/hypermarkets in Lahore (Pakistan). Novelty of this study is the fact that, Modern Trade (MT) segment is being targeted only, MT refers to those retail stores who have an area of at least 1 Kannal (5445 sqft), have their own electronic billing system and trolley system. MT is further categorized in to Local Modern Trade (LMT) and International Modern Trade (IMT). Analysis through correlation and regression modeling help to conclude that buy one get one free, price discounts and coupons are positively related with consumer buying behavior, whereas, free samples and bonus packs are not significantly related with the dependent variable.
Author: Sanjeev Pradhan
Publisher: GRIN Verlag
ISBN: 3668700141
Category : Business & Economics
Languages : en
Pages : 114
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Book Description
Research Paper (postgraduate) from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: Ass. Professor, , course: Management and IT, language: English, abstract: Promotions are very significant elements of marketing activities. All over the world, the large multinational corporations to medium and even small firms recognize that there is no best alternative than promotion to communicate with consumers and motivate them to purchase their products or services. The purpose of the study is to determine the impact of promotional activities of NTC and Ncell. Promotion is a comprehensive terms, and covers the entire gamut of advertising, publicity, public relations, personal selling and sales promotion. In the present competitive world if any business organization has to survive it needs to keep an eye on various forces operating in the market. More over competitors constantly try to win over others. In this scenario, every business organization needs to monitor the changes taking place in the market so that they are not caught by competitors. The purpose of this research study is to determine the impact of promotional activities on the company sales. The research will be limited to NTC and NCell. After initial exploratory research to ascertain current promotional activities employed, a survey questionnaire was created to determine consumer demographic data, consumption behavior, attitudes towards promotions, and the effects of promotional activities on consumer purchasing behavior which creates impact on the company’s sales. The data is collected on a primary and secondary basis. The secondary data are collected from websites, visiting the Nepal Telecom Office and Ncell office. And the primary data are collected from the user of NTC and Ncell products. The first version of questionnaire was given to 10 students of Modern Nepal College randomly. And the questionnaire was updated as per the respondents’ suggestions and to decrease the likelihood of errors. Sample data was the collected and then the collected data was analyzed using statistical tools. The result were then reviewed to determine the impact of promotional activities on the company sales, the effectiveness of promotional activities, attractiveness of promotional activities.
Author: T. P. S. Kandra
Publisher:
ISBN:
Category :
Languages : en
Pages : 14
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Book Description
In present scenario consumers' are king of the market and marketers taking advantage to understand behavior of consumers' though they can capture market in terms of market share or number of buyer's. Promotional activities are playing major role to make huge change in sales figures. Promotional mix carrying 5 different tools to attract consumer but researcher believe sales promotional activities are directly make impact on consumer's planned purchase behavior. Through this research paper researcher trying to provide necessary information about the role of sales promotion on planned buying behavior of the consumers with the reference of apparel industry under the brand of Future Lifestyle Fashion named- Central, Brand Factory and FBB (Fashion at Big Bazaar) respondents from Madhya Pradesh and Chhattisgarh states. Around 220 respondents helped to researcher through provided necessary information which was collected by the arranged questionnaire (questions are based on Likert Scale) and after tabulation applied t-test and ANOVAs. Researcher made few hypotheses based on the relationship between sales promotion and buying behavior, social surroundings and buying behavior and other factors influencing consumer's buying behavior. Outcome will help to understand the acceptance and rejection parameters of buying product by the consumers'
Author: Tung Moi Chiew
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 126
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Book Description
Author: Donald Ikenna Ofoegb
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
The present paper investigates the influence of sales promotion as a marketing strategy of the telecommunication firms in Nigeria on consumer buying and network switching. Four Nigerian telecommunication firms -- Globacom, MTN, Etisalat and Airtel -- were selected for the study with a sample of 400 respondents. Building on the Attention, Interest, Desire and Action (AIDA) model, the study implements both descriptive and inferential methods of analysis. The analyses led to the acceptance of an alternative hypothesis that sales promotion is a significant catalyst in influencing consumer buying. The study revealed that educational level, number of operative Subscriber Identity Module (SIM) cards owned by the subscribers, age, gender (more female) and even lottery had a significant effect on buying. Further evidence showed that customers were likely to abandon their present telecom provider if they did not carry out sales promotion either as an incentive to buyers or compensation for patronage overtime. The customers were ready to switch to other telecommunication providers that offered mouth-watering sales promotions. The study therefore recommends the need for innovative, dynamic and well-differentiated sales promotional services by the telecommunication firms if they desire to maintain and increase the market share.
Author: Dr. R. Sam Renu
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
Advertising is defined as any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor. This study helps to improve the effect of advertisement and sales promotion of customer purchasing behaviour at the Chennai silks erode, and to give suggestions to improve the advertisement to achieve their goals in better way. The present study with the following objectives, to study the effect of advertisement and sales promotion on purchasing behaviour of customers, to find out the qualities that the customers expect for a good advertisement in various media, to find out how advertisement and sales promotion induce the customers to buy in The Chennai Silks, to find out how far advertisement and sales promotion retains the customers. The data were collected from both primary and secondary sources. The boundary of study is Erode. The simple random sampling technique was employed in the selection of the sample. The number of items selected from the population constitutes the sample size. The study covers the customers in the town of Erode. Total sample size for the study is 300. The simple random sampling technique was employed in the selection of the sample. The data has been mainly analyzed by using the following methods and tests. Chi-square Test, Correlation Analysis Cross tabulation and percentage method supplemented by appropriate charts. This study concluded that Chennai Silks has a major market share when compared to its competitors. However customers have pointed out some positive and negative points regarding the advertisement and sales promotion placed by The Chennai Silks. Greater awareness is created through the broadcast media namely TV and Radio. Most of the customers purchase in The Chennai Silks since they offer good quality products and they render good service. While considering this, the part of the advertisement seems to be low. But in reality, the advertisement and the sales promotional tools offered by them are highly worthy and useful and make the customer loyal.
Author: Antonio Donini
Publisher: Kumarian Press
ISBN: 1565491807
Category : History
Languages : en
Pages : 257
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Book Description
*Uses Afghanistan as a case-study that can be applied internationally *Contributors have direct political and human rights experience in the field The prevailing wisdom about post-conflict reconstruction is centered on the notion of nation-building. In the globalized post-September 11th world, can military might and technological solutions foster stability by enforcing democracy from the outside? Written by key practitioners and analysts involved in the Afghan crisis, Nation-Building Unraveled? explains how emerging international ordering practices affect the role and policy of international actors, such as United Nations agencies and international NGOs, their interaction with national authorities and local communities, and their ability to generate just and social outcomes.
Author: Bruce G. Richardson
Publisher:
ISBN: 9780965581301
Category : Afghanistan
Languages : en
Pages : 240
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Book Description
Author: Robert D. Crews
Publisher: Harvard University Press
ISBN: 0674030028
Category : History
Languages : en
Pages : 443
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Book Description
[This book] explores ... how has a seemingly anachronistic band of religious zealots managed to retain a tenacious foothold in the struggle for Afghanistan's future ... [It] investigates ... questions relating to the character of the Taliban, its evolution over time, and its capacity to affect the future of the region.--Dust jacket.
