Dissertations / Theses: 'Sales promotion'

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Linnik, Y. N. "Sales promotion rules." Thesis, Вид-во СумДУ, 2005. http://essuir.sumdu.edu.ua/handle/123456789/19899.

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Conte, Carolina <1988&gt. "Sales promotion effectiveness." Master's Degree Thesis, Università Ca' Foscari Venezia, 2012. http://hdl.handle.net/10579/1581.

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MacGregor, David. "Sales promotion : a managerial perpective." Thesis, Lancaster University, 2010. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.619274.

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Sales promotions, although ill defined and under theorised. have long been a part of the marketing communications mix and used by brands in a variety of ways in many different contexts. Much of the research that examines sales promotions has done so from a rational economic or behaviourist perspective. Whilst acknowledging the contribution of such ontologies, it is argued that there has been limited examination of sales promotions from a managerial perspective. What has been produced tends to be largely prescriptive and written for practitioners. In this thesis the ontology of critical realism has been used to develop a conceptual framework that treats sales promotions as individual entities taking place within organisational and market structures. This conceptual framework has been used to analyse empirical data collected from thirteen smaller U.K. brands drawn from a diverse set of product categories and industries. Four in-depth case studies are presented with rich, fine-grained insights into the behaviours of those involved in such activities and the subsequent outcomes; in particular the contemporary practices of managerial actors involved in the conception. commissioning and implementation of sales promotions activities. The results of a further 9 case studies are also presented in summary form. In each case the conceptual framework proves largely effective in interpreting the likely causes of the form that the sales promotion took and its subsequent outcomes. It is claimed that the research made the following contributions to the study of sales promotions: 1) a re-examination of the definitional discourse that informs sales promotion and the development of a new definition: 2) the early and successful use of the combination of a critical realist oncology and case study 3) that the forms and outcomes of sales promotions can be better understood as being dependent on causal explanations of involving organisational and business contexts and 4) the development of a model that integrates diverse contextual (actors from both within and outside of the organisation in order to inform the managerial practice of deploying and managing sales promotions. The products of the study argue for a deeper and more sophisticated treatment of the way that sales promotions are researched, operate and are managed. The findings also suggest that both the method and the results have wider implications for the study of sales promotions, marketing communications in general and marketing practice.

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Линник, Юлія Миколаївна, Юлия Николаевна Линник, and Yuliia Mykolaivna Lynnyk. "Environmental claims for sales promotion." Thesis, Видавництво СумДУ, 2005. http://essuir.sumdu.edu.ua/handle/123456789/8428.

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Obawole, Olufemi. "LONG TERM EFFECTS OF SALES PROMOTION ON THE SALES OF BEVERAGES." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12834.

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Solilyak, Maryna. "Gender Differences in Response to Sales Promotion." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-262324.

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Today, more and more similar products in one product line appear on store shelves, and buying decisions have become more complicated for the consumer. Despite this, producers have a clear vision that one of the most effective tools that can be used to distinguish their products is sales promotion. Nevertheless, every customer is unique, and the responses to sales promotion tools differ as well. The reason for sales promotion campaigns success depends on the depth of understanding of consumer behaviour. In order to create a successful communication campaign, marketers should be aware in the best ways of reaching the desired consumers. In this work we will take a look at the gender differences in consumer behaviour. In particular, we would like to see different responses toward men and women toward sales promotion campaigns.

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Šebesta, Miroslav. "Sales promotion strategies in Procter&Gamble." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359294.

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The thesis gives comprehensive overview on the topic of sales promotions. The special focus is devoted to activities of Procter & Gamble on the Czech market. With increasing importance of sales promotions on the Czech market, the thesis aims to introduce main academic findings concerning sales promotions and test them on brands of Procter & Gamble. The next goal is to find out whether sales promotion strategies of Procter & Gamble provide a competitive advantage for the company on the Czech market. Using statistical and comparative methods, the thesis brings valuable conclusions for both marketers and academics. It was found out effects of Procter & Gamble sales promotions are in line with academic theories and its sales promotion strategies provide competitive advantage for the company.

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Tietje, Brian C. "Promotional enhancement theory : a model for designing promotions that enhance brand evaluations /." Thesis, Connect to this title online; UW restricted, 1999. http://hdl.handle.net/1773/8806.

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Höckner, Michael. "Wissenschaftliche Erkenntnisse über das Kundenverhalten am Point of Sale und ihre Nutzung zur aktiven Verkaufsförderung." [S.l. : s.n.], 2004. http://www.bsz-bw.de/cgi-bin/xvms.cgi?SWB11195158.

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Garrett, K. Jason. "Essays on improving sales performance." Diss., Columbia, Mo. : University of Missouri-Columbia, 2006. http://hdl.handle.net/10355/4353.

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Thesis (Ph.D.)--University of Missouri-Columbia, 2006.
The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on May 1, 2009) Vita. Includes bibliographical references.

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Бондаренко, Алла Федорівна, Алла Федоровна Бондаренко, Alla Fedorivna Bondarenko, and V. S. Piven. "Advantages and drawbacks of sales promotion of goods." Thesis, Sumy State University, 2020. https://essuir.sumdu.edu.ua/handle/123456789/80926.

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Матеріал присвячений питанням стимулювання збуту продукції в сучасних умовах.
Материал посвящен вопросам стимулирования сбыта продукции в современных условиях.
The material is devoted to the promotion of product sales in modern conditions.

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Persson, Per-Göran. "Modeling the impact of sales promotion on store profits." Doctoral thesis, Handelshögskolan i Stockholm, Centrum för Konsumentmarknadsföring (CCM), 1995. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-883.

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Millions of dollars are spent each year on sales promotion in grocery retailing. Despite this, no one really knows wheter promotions for individual items have positive, neutral, or negative effects on the store’s total profits. In this dissertation, an attempt is made to build a framework model that can be used to predict and evaluate how specific promotions affect item-level, category-level, and store-level profits. One major contribution is that the proposed model specifically incorporates store-traffic and cannibalization effects. The book consists of four parts: the first part is a review of the literature on sales promotion. The second part describes the development of a model for measuring the profit of retailer promotions. The third part shows the impact of sales promotion on profits for a number of hypothetical products. The fourth part measures the profit impact of sales promotions for 15 items in three product categories. The data used in this study were collected in a Swedish supermarket in cooperation with ICA.
Diss. Stockholm : Handelshögskolan, 1995

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Yang, Shilei. "Supply chain sales promotion : the operations and marketing interface." Online access for everyone, 2007. http://www.dissertations.wsu.edu/Dissertations/Summer2007/s_yang_062707.pdf.

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Persson, Per-Göran. "Modeling the impact of sales promotion on store profits /." Stockholm : Foundation for Distribution Research, Economic Research Institute, Stockholm School of Economics [Fonden för handels- och distributionsforskning, Ekonomiska forskningsinstitutet vid Handelshögsk.], 1995. http://www.hhs.se/efi/summary/396.htm.

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Müllerová, Lucie. "Effectiveness of Sales Promotion Tools in the FMCG Sector." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-85281.

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The overall goal of this thesis is to draw relevant conclusions about the nature, impact and characteristics of sales promotions within the category of ready-to-eat cereals, based on thorough analysis of their effects. It is studied, whether sales promotions are beneficial or not for the long-term sales and how the shopper behaviour is influenced by the sales promotion activities. The effects of sales promotion on the overall consumption in the category are analyzed and other factors influencing the consumption are observed.

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Marques, Kenneth. "The development of a generic integrated model of promotional management for purposes of optimising organisational turnover growth and increased profits from sales promotional activities." Thesis, Port Elizabeth Technikon, 2003. http://hdl.handle.net/10948/119.

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This paper concerns itself with the devising of a model which organisations can consult when considering hosting any sales promotional activities. The success regarding profits derived from these sales promotions activities vary. These anomalies prompted a further investigation into the need for a single promotional model which could be utilized in varied business environments to optimize profits derived from sales promotions. The uniqueness of the South African environment was also taken into account when considering the various criteria in the development of the model. Sensitivity with regards to the types of barriers peculiar to South Africa is vital. The following excerpt from East Cape Weekend (An Eastern Cape newspaper) reinforces the belief that there are factors to which global environments are not exposed, and thus, the model should and will be designed to cater for these South African peculiarities by virtue of the fact that it will be based on the critical success factors of successful South African retail organisations. Resistance to technological progress due to the threat of possible job redundancy is one of the South African peculiarities that is referred to in the East Cape Weekend 09/06/2001 Michelle Pugh-Parry, “Controversial telephone technology will make paying bills safer”. Besides safety and convenience, the system can alleviate the R600m PE municipal areas debt, yet the union has outwardly rejected the plan and stormed the municipal buildings, protesting that it may cause job loss. It is precisely this type of peculiar barrier to progress that the author intends to accommodate for in the devising of his model. South African organizations will be considered when performing the empirical and primary studies in order to formulate a model that has been adapted to and caters for local needs due to its fundamental aspects being based on the South African circumstance. The information in this study contains the analysis of promotions in a broad context in terms of the following six facets of retail management, namely, operations, human resources, marketing, organizational behaviour, economics and strategies. The results of an analysis of promotional activities used by organizations in the Port Elizabeth municipal area was gained via the application of a questionnaire. An empirical study was performed and provided information that could be used in the development of a promotional model. The application of the model, benefits to whom and importance of the model was debated in the summary, conclusions and recommendations. The table of contents follows.

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Adjagbodjou, Paulin. "Aligning Sales Promotion Strategies With Buying Attitudes in a Recession." Thesis, Walden University, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=3688485.

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Some managers lack an effective strategy for aligning sales promotion strategies with consumers' buying attitudes in a recession. The intent of this comparative design was to determine the most effective sales promotion strategy for sales improvement and business sustainability during a recession. The theories of (a) sales promotions, (b) consumer behavioral metrics, (c) price reductions, and (d) strategy in a competitive environment represented the theoretical framework that grounded and complemented this research. Using a confidential paper-based survey and random sampling method, preference data were obtained from 287 consumers in retail stores located in a city in the southern United States. This analysis comprised examining the effects of types of sales promotions and gender of customers. Statistical tests for the data analysis encompassed a 4X2 ANOVA and Bonferroni post hoc tests for mean pairs. The principal findings from the analysis were that there is a significant difference in buying attitudes means among the 4 types of sales promotion in a recession [F(3, 279) = 101.360; p = .000 < .001; Partial &eegr;² = .522]. However, there is no significant difference in buying attitudes means in a recession [ F(1, 279) = .000; p = .999 > .05; Partial &eegr;² = .000] between genders. Price discount strategy had a higher buying attitudes mean than did any other type of sales promotion under study for both genders. The most effective strategy for aligning sales promotions with buying attitudes in a recession is price discount. Implications for business practice and positive social change include the sales increase in a recession, improvement of lifestyle of individuals, and reduction of negative tendencies such as crime and poverty associated with unemployment.

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Berter, Emma, and Christina Blomqvist. "Online Consumer Sales Promotion : A study of four American companies' websites." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-5013.

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Title:

Online consumer sales promotion in retail clothing companies – a study of four American companies’ websites. Authors:
Emma Berter and Christina Blomqvist Advisor:
Venilton Reinert Level:
Bachelor thesis in Marketing, (15 Swedish credits), Spring 2010 Keywords:
Online marketing, marketing mix, consumer sales promotion Question:
How can retail clothing companies use consumer sales promotion to try to increase sales on their websites? Purpose:
The purpose was to investigate how consumer sales promotion can be used on retail clothing companies’ websites to increase sales. Method:
This thesis is done as a qualitative research and with a deductive approach since we have studied theories and then done our own research. The data collected for this research was taken exclusively from the websites of the companies chosen to be a part of this research. Theoretical framework:
This chapter is introduced with theories regarding online marketing which is followed by a section on the marketing mix online. Further a closer look is done at one of the devices of the marketing mix; the promotion tools. There are five promotion tools existing and in this thesis a closer look is taken at the sales promotion tool. Consumer sales promotion which is one of the sales promotion tools are then at focus and the reader will through this chapter develop a deeper understanding for the different ways of using consumer sales promotion online. Empirical studies:
The empirical studies consist of data collected when the websites of the companies have been studied. Conclusions:
Through the research that has been made and through comparison with theories studied, conclusions hav

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Zerres, Christopher. "Preis-Promotions im Automobilverkauf." Wiesbaden Gabler, 2010. http://d-nb.info/1000542882/04.

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Legoux, Renaud. "Advance promotions." Thesis, McGill University, 2008. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=115644.

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This thesis examines how consumers value promotions for delayed consumption depending on the time of redemption, the types of benefits offered, and the scope of the offering. The specific focus is on promotions that are redeemed in the future at the time of consumption, which we label "advance promotions". In the first essay, results from three studies demonstrate that consumers value hedonic advance promotions differently from delayed consumption of stand-alone goods or delayed incentives (rebates). Hedonic advance promotions are consistently overvalued, unless they are incongruent with consumers' consumption goals (e.g., when consumers regulate their consumption of the hedonic benefits). In contrast, advance utilitarian promotions are overvalued only when they are congruent with the consumption context of the target product (e.g., when the target consumption is also utilitarian). In general, we find that valuation of future utilitarian promotions depends on the consumption context but valuation of future hedonic promotions depends on when the target product is consumed. These findings are explained by the focalism bias that was originally suggested by affective forecasting and Construal Level Theory and are further expanded in this dissertation.
The second essay explores the shape of the value function for hedonic advance promotions. It addresses the issue of what is the optimal depth of a promotion in an advance consumption setting. Drawing from the focalism framework presented in the first essay and on recent research on the valuation of hedonic goods, we argue that the shape of the function is more convex or step-like for advance promotions than for immediate ones. We then demonstrate that this finding has implications for the common variety-seeking behaviour that is generally associated with delayed consumption.

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Peattie, Sue. "The suitability of sales promotion competitions as a social marketing tool." Thesis, University of South Wales, 2002. https://pure.southwales.ac.uk/en/studentthesis/the-suitability-of-sales-promotion-competitions-as-a-social-marketing-tool(e8fd3432-32b9-46a2-bdbe-c650ccf18d50).html.

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Marais, Heleneze Tiane. "Black Generation Y students' attitudes towards sales promotion techniques on low involvement products / Heleneze-Tiane Marais." Thesis, North-West University, 2013. http://hdl.handle.net/10394/10108.

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The increasing competition and the predicted changes in the retail sector are pressurising marketers to be more competitive in order to ensure that their brands are amongst the leading brands. Marketers need to constantly develop innovative marketing strategies to create brand awareness, as well as to stimulate demand for specific brands. An important tool in this regard is the marketing communication mix, of which sales promotion is one of the most effective elements in the fast moving consumer goods (FMCG) sector. It is the responsibility of marketers to select the most appropriate sales promotion technique for a specific market segment or, more specifically, to select the most appropriate technique to effectively encourage the desired effect on the consumer buying behaviour. The South African Generation Y cohort (individuals born between 1986 and 2005) accounts for 40 percent of the total South African population and the black Generation Y portion represents 84 percent of the total South African Generation Y cohort. Those involved in attaining a tertiary qualification are likely to represent the future ‘Black Diamonds’ who represent South Africa’s growing prosperous African middle class that have experienced a 39 percent yearly growth rate in their spending power. Therefore, the black Generation Y student cohort is a very attractive market segment and it is critical to determine what sales promotion techniques are preferred by this specific market segment. The purpose of this study was to analyse the black Generation Y students’ attitudes towards different sales promotion techniques on low involvement products, since low involvement products tend to be more responsive to sales promotion techniques. For this study, the target population comprised black Generation Y students registered at the 23 South African registered public HEIs. From the sampling frame, a non-probability judgment sample of one traditional university and one university of technology in Gauteng was selected. Thereafter, a non-probability convenience sample of 600 black students from the selected HEIs aged between 18 and 24 years was drawn. A self-administered questionnaire was hand delivered to the lecturers and distributed to the respondents during one lecture period. The questionnaire requested respondents to indicate on a six-point Likert scale their attitudes towards four sales promotion techniques on 20 items as well as to provide certain demographic data. The findings of this study indicate that black Generation Y students have an overall positive attitude towards the sales promotion techniques measured in this study and that these techniques are suitable for inducing specific consumer buying behaviours concerning low involvement products. Furthermore, the findings indicate that buy one get one free and free sample offers are the most preferred sales promotion techniques and are more likely to exert an influence on consumer buying behaviours than the other sales promotion techniques. Insights gained from this study will help both marketers and retailers to understand current black Generation Y consumers’ attitudes towards sales promotion techniques, as well as to understand which sales promotion techniques are preferred and most likely to influence specific consumer buying behaviours.
Thesis (MCom (Marketing management))--North-West University, Vaal Triangle Campus, 2013

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Knaf, Michael. "Referenzeffekte von Multi-Item-Promotions /." Wiesbaden : Gabler, 2009. http://d-nb.info/99284634X/04.

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Knaf, Michael. "Referenzeffekte von Multi-Item-Promotions." Wiesbaden Gabler, 2008. http://d-nb.info/99284634X/04.

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Görtz, Gunnar. "Verbraucherspezifische Promotionwirkungen." Wiesbaden : Deutscher Universitätsverlag, 2006. http://dx.doi.org/10.1007/978-3-8350-9183-2.

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Rudek, Stefanie. "Organisation der Verkaufsförderung bei Konsumgüterherstellern /." Wiesbaden : Gabler, 2008. http://d-nb.info/987715070/04.

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Foekens, Eijte Willem. "Scanner data based marketing modelling : empirical applications /." Capelle a/d IJssel : Labyrint Publ, 1995. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=007021048&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.

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McComb, Thomas. "The implementation of the suggestive selling training program for the employees of the XYZ resort and casino." Online version, 2000. http://www.uwstout.edu/lib/thesis/2000/2000mccombt.pdf.

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Targett, Paul Barrie. "Marketing Strategies to Improve Online Sales." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6134.

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Marketing executives of traditional retail firms who lack strategies to expand e-commerce business, can experience inhibited growth, higher transaction costs, and a loss of competitive advantage. The purpose of this qualitative single case study was to explore marketing strategies that marketing executives of a traditional retail firm used to improve online sales. Eight purposefully selected marketing executives in the head offices of a large traditional retail business in South Africa who had implemented effective marketing strategies to improve online sales participated in the study. Social exchange theory was the conceptual framework for the study. The data collection process entailed face-to-face semistructured interviews and review of company and industry-specific documentation. Data were coded and analyzed to identify emergent themes: the use of customer relationship management to drive marketing strategies; positive exchange relationships that are primarily measured in economic and benefit-orientated terms; trust that relies on safety, security, and privacy of transactions; and reciprocity in the relationship that is facilitated through electronic word of mouth and social media. The implications for positive social change from increased profitability include increased employment opportunities in the local community, improved working conditions and benefits for employees, and increased charitable contributions locally, thereby improving the quality of life for employees and the community.

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Mattheus, Jared Cameron. "The relationship between sales promotion techniques and consumer off-take and attitude within the SA non-alcoholic ready to drink market." Thesis, Nelson Mandela Metropolitan University, 2016. http://hdl.handle.net/10948/11586.

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Over the past decade there has been a shift in marketing spend from above the line advertising, to below the line advertising commonly referred to as promotions. This has been brought about by recessionary economic conditions, increased competition, rising media costs and long term profitability prospects. Many fast moving consumer goods’ (FMCG) companies are shifting a large portion of their marketing spend from advertising to sales promotion. This has occurred because of consumers becoming more prone to deals, declining brand loyalty and the growing power of major retail chains. Sales promotion spend can comprise of as much as 50% of the marketing budget in certain industries and the majority of the marketing budget for most FMCG companies. This has been heightened further by the global financial recession which has both direct and indirect effects on South Africa. Approximately 70% of purchasing decisions are made in store by understanding how these decisions are made and how to influence them is essential in developing an effective marketing strategy. Besides product characteristics, promotional techniques are among the most popular instruments used by marketers to influence this process. Global trends show that 83% of all senior marketers increase or maintain spend on promotional merchandise year on year. However, they had limited insight into how to best spend the funds or if they even achieved their intended purpose. Despite the rise in promotional activity, especially in the FMCG sector, limited research has been conducted on the influence and effectiveness in South Africa. The purpose of this treatise, then, is to examine addresses the paucity in research with regard to consumer sales promotions in the non-alcoholic ready to drink (NARTD) market, particularly within South Africa. By developing a relationship model to measure the influence and effectiveness of selected sales promotion techniques on consumer off-take and attitude. That can be used by organisations to retain consumers, grow market share, improve brand equity and achieve higher profitability. Equipping marketers with an improved understanding of the impact of sales promotion techniques and consumer buying patterns within the South African NARTD market and delivering value to consumers through targeted promotions. In order to achieve this goal a thorough literature review was performed which drew on both academic- and industry-based research. This led to the development of a conceptual relationship model which was tested using rigorous measures incorporating questionnaire-style, quantitative data collection and statistical analysis. The research revealed that sales promotion techniques are an important element of a successful marketing strategy and when correctly executed deliver positive business results. FMCG companies operating within the NARTD market need to ensure that they incorporate sampling and premiums into their marketing mix even if this requires them to reduce their spend on above the line marketing activities. Ultimately, sampling and premiums were found to be effective sales promotion techniques within the South African NARTD market and have the ability to positively influence consumer off-take, brand love and buying behaviour.

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Ludl, Michaela. "Warenprobenwirkung : Verhaltenswissenschaftliche Erklärung unter Berücksichtigung einer Käufertypologisierung /." Lohmar ; Köln : Eul, 2007. http://deposit.d-nb.de/cgi-bin/dokserv?id=2984949&prov=M&dok_var=1&dok_ext=htm.

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Tauberger, Jörg. "Konsumentengerichtete Verkaufsförderung Verfahren zur Wirkungsmessung auf der Basis von POS-Daten." Lohmar Köln Eul, 2007. http://d-nb.info/987770853/04.

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Dahl, Martina, and Anna Johnsson. "Extending the Understanding of Sales promotions’ Influence on Brand Knowledge : A Quantitative Study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44946.

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Title: A quantitative study extending the understanding regarding the influence of sales promotion on brand knowledge Background: Sales promotion is a marketing communication activity that aims to promote a purchase, usage or trial of a particular brand. Sales promotion activities can provide significant benefits and incentives that could help the brand to differentiate from competitors and can contribute to the consumer’s brand knowledge. Prior to this thesis, there has been little attempt to integrate research to determine the relationship between the use of sales promotions and brand knowledge, which is why this study intends to extend the existent understanding. Purpose: The aim of this study is to extend the understanding regarding the relationship between sales promotion and brand knowledge and its drivers. Research questions: R1: What influence does monetary promotions have on brand awareness? R2: What influence does monetary promotions have on brand image? R3: What influence does non-monetary promotions have on brand awareness? R4: What influence does non-monetary promotions have on brand image? Hypotheses: H1: Monetary promotions of a brand influence brand awareness H2: Non-monetary promotions of a brand influence brand awareness H3: Monetary promotions of a brand influence brand image H4: Non-monetary promotions of a brand influence brand image Methodology: In order to test the hypotheses a quantitative research approach was conducted and a questionnaire was used to collect data from Swedish consumers, the data was analyzed in the IBM SPSS program to find out if the hypotheses was supported or rejected. Conclusions: H1,H3 and H4: May from this study be supported. H2: May from this study be rejected.

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López, Colom Paola. "Short- and medium-chain fatty acids as feed additives for the promotion of gut health in challenged weaning piglets." Doctoral thesis, Universitat Autònoma de Barcelona, 2019. http://hdl.handle.net/10803/667244.

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El control de patògens oportunistes durant el deslletament pot comprendre l’ús profilàctic d’antibiòtics en la dieta dels garrins. Alternativament, en aquesta Tesi es proposen noves formes alimentàries protegides d’àcids grassos de cadena curta (AGCC) i mitjana (AGCM) per reforçar la salut intestinal de garrins deslletats precoçment i combatre patògens intestinals. A fi d’assolir aquests objectius, es van realitzar tres estudis amb garrins per avaluar aquests additius. Al primer estudi, van avaluar-se dos noves formes de butirat i heptanoat sòdics protegits amb greix davant d’un desafiament oral amb Escherichia coli enterotoxigènica (ECET) F4. Al segon estudi, va avaluar-se una mescla de sals sòdiques d’AGCM procedents de destil·lats de coco davant de dos desafiaments orals, bé amb Salmonella Typhimurium o amb ECET F4. Al tercer estudi, van avaluar-se dos noves formes de butirat o heptanoat sòdics protegits amb les sals d’AGCM dels destil·lats de coco davant de dos desafiaments orals amb ECET F4. Es va seguir un protocol similar en tots els experiments. Breument, els garrins deslletats van ser transportats de granges comercials a les instal·lacions experimentals. Cada grup tractat va constar de 8 corrals (rèpliques), cadascun amb tres garrins. Després d’adaptar-se a dietes i instal·lacions, els animals van inocular-se oralment amb el patogen corresponent i va eutanasiar-se un animal per corral els dies 4 i 8 post-inoculació. En tots els experiments, els paràmetres mesurats inclogueren: rendiment productiu, signes clínics, excreció de patogen, perfil fermentatiu, resposta immunitària, morfologia intestinal i microbiota intestinal mitjançant la seqüenciació d’alt rendiment (SAR) del gen 16S de l’ARNr. Al primer estudi, no va detectar-se l’augment dels àcids butíric ni heptanoic al tracte posterior ni amb el butirat ni amb l’heptanoat. No obstant, a l’estómac el butirat va reduir la fermentació làctica i l’heptanoat va alterar-ne el patró fermentatiu. Ambdós additius reduïren els AGCC al còlon i incrementaren els enterobacteris i coliforms ileals sense afectar l’E. coli F4. Els additius també modificaren poblacions colòniques. El butirat va promoure Prevotella i tendí (P=0.11) a reduir la ràtio Firmicutes:Bacteroidetes, mentre l’heptanoat va augmentar Actinobacteria i alguns membres de Clostridiales i Bacteroidales. Al segon estudi, les sals d’AGCM de destil·lats de coco reduïren consistentment els recomptes de Salmonella spp. i d’enterobacteris al tracte posterior dels garrins davant de Salmonella i d’ECET F4, respectivament. Depenent del patogen, els recomptes de limfòcits intraepitelials (LIE) ileals respongueren distintament, essent menors amb l’additiu davant de Salmonella però majors davant d’ECET F4. Aquest additiu també tendí (P=0.13) a reduir la ràtio F/B amb Salmonella i a promoure Fibrobacteres, mentre amb ECET F4 va modificar l’estructura microbiana global amb increments de Dialister i també tendències (P=0.14) en la família Veillonellaceae. Al tercer estudi, el butirat protegit amb AGCM no va poder reduir la colonització d’E. coli F4 sinó augmentar els recomptes d’enterobacteris i cèl·lules caliciformes a l’ili així com també la concentració del TNF-α sèric. En quant a l’heptanoat protegit amb AGCM, va poder reduir la colonització d’E. coli F4 i d’Enterobacteriaceae (mitjançant la SAR del gen 16S), però també els AGCC al còlon i cèl·lules caliciformes a l’ili. En resum, les noves formes de butirat o heptanoat, protegits amb sals d’AGCM, combinarien parcialment els efectes observats amb els compostos individuals. El butirat protegit sumaria els efectes positius observats amb els AGCM sobre l’estructura microbiana i el potencial efecte tròfic del butirat sobre l’epiteli intestinal, cosa que ajudaria els animals a recuperar-se millor del dany causat pel patogen. L’heptanoat protegit demostraria ser eficaç en la reducció de la colonització d’ECET F4 i podria contribuir a prevenir la colibacil·losi post-deslletament. Amb aquests resultats preliminars, podrien proposar-se diferents estratègies, no obstant, caldrien més estudis per a validar-ne les hipòtesis.
The control of opportunistic pathogens during weaning of piglets can comprise the prophylactic use of in-feed antibiotics. Alternatively, new in-feed protected forms of short- and medium-chain fatty acids (SCFA and MCFA, respectively) are purposed in this Thesis to enhance the gut health of early-weaned piglets and face intestinal pathogens. To accomplish these objectives, three studies with weaning piglets were performed. In a first study, two fat-protected forms of sodium butyrate or sodium heptanoate were evaluated under an oral challenge with enterotoxigenic Escherichia coli (ETEC) F4. In a second study, sodium salts of a coconut distilled MCFA mixture were tested under two different pathogen oral challenges, Salmonella Typhimurium and ETEC F4. Finally, in a third study, new forms of sodium butyrate or sodium heptanoate, protected with these coconut distilled MCFA salts, were tested under two oral challenges with ETEC F4. A similar protocol was used in all the experiments. Briefly, weaning piglets were transported from commercial farms to the experimental facilities. Each treatment included 8 pens (replicates) with three piglets each. After a week of adaptation to diets and facilities, animals were orally challenged with the corresponding pathogen and one animal per pen was euthanised on days 4 and 8 post-inoculation (PI). For all experiments, main parameters assessed were animal performance, clinical signs, pathogen excretion, fermentation profile, immune response, intestinal morphology, and intestinal microbiota through 16S rRNA gene high-throughput sequencing (HTS). In the first study, no increases of butyric nor heptanoic acids were detected in the lower gastrointestinal tract with butyrate nor heptanoate supplementation. Nonetheless, in stomach, lactic fermentation was depressed with butyrate and fermentative profile altered with heptanoate. Both additives reduced SCFA in colon and increased enterobacteria and coliforms in ileum without affecting E. coli F4. Colonic populations were affected by both additives. Butyrate promoted Prevotella genus and tended (P=0.11) to reduce Firmicutes:Bacteroidetes (F/B) ratio, whereas heptanoate increased Actinobacteria and some members of Clostridiales and Bacteroidales. In the second study, with the coconut distilled MCFA salts, consistent reductions of Salmonella spp. and enterobacteria counts were observed in the hindgut of piglets after Salmonella or ETEC F4 challenges, respectively. Depending on the pathogen, the numbers of ileal intraepithelial lymphocytes differed, being reduced by the MCFA salts after the Salmonella challenge or increased after the ETEC F4 one. Furthermore, this additive tended (P=0.13) to reduce the F/B ratio and enriched Fibrobacteres after the Salmonella challenge, whereas after the ETEC F4 challenge it modified the entire microbial structure with increases in Dialister, and also a trend (P=0.14) to increase the Veillonellaceae family. In the third study, MCFA-protected butyrate was not able to reduce E. coli F4 colonisation and increased enterobacteria, despite the colonic F/B ratio was higher with this additive. Goblet cell counts in ileum were elevated as well as serum TNF-α boosted. Regarding MCFA-protected heptanoate, it was capable of reducing E. coli F4 colonisation as well as Enterobacteriaceae numbers in colon (by 16S rRNA gene HTS), also showing lower colonic SCFA concentrations and goblet cells in ileum. Summarising, the new functional forms of butyrate or heptanoate, protected with MCFA salts, combined partially the effects observed with the individual compounds. Protected forms of sodium butyrate would benefit of combining positive effects seen with MCFA on the microbiota structure and potential trophic effects of butyrate on intestinal epithelium that could help the animals to better recovery from the pathogen damage. MCFA-protected sodium heptanoate demonstrates efficacy in reducing gut colonisation by ETEC F4 and could contribute to prevent post-weaning colibacillosis. Taken together, different strategies might be suggested with the preliminary results from this Thesis, however, more studies would be required to further validate these hypotheses.

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35

Hawkins, Nicole Lea. "Leader Strategies to Reduce Sales Personnel Attrition." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2153.

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Because sales are the primary revenue generators for insurance companies, reducing attrition of sales agents is essential to organizational success. The purpose of this single descriptive case study was to explore strategies that 6 Nebraskan sales leaders within the insurance industry used to reduce attrition. Participants had experience in sales leadership and the attrition of sales personnel and were able to provide insight into the unique perspectives on attrition in the insurance industry. Participants met the following criteria: (a) manage an insurance sales office or organization or (b) held an insurance sales leadership position for at least 1 year and (c) are actively employed in the insurance industry. Data were collected from interviews with sales leaders, focus groups with sales representatives, and documentation from organizational websites for data triangulation. The expectancy theory framework guided the data analysis process. The data analysis process involved using thematic analysis which allowed coding data that related to the expectancy theory and research question. Data analysis also included the uncovering of repetitive themes and patterns and synthesizing results. Five themes emerged from data analysis: (a) leadership's responsibility for motivating sales personnel, (b) organizational commitment to creating a culture of engagement, (c) the use of compensation and rewards as sales motivators, (d) the necessity for training and development, and (e) a need to improve the selection process for new candidates. Organizational leaders may apply findings in other, similar settings to strategize community growth initiatives encouraging young people entering the workforce to stimulate local economies. Other possible benefits include reduced customer issues and claims.

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Moučková, Eva. "In-store marketing a jeho uplatnění ve společnosti BILLA, s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193575.

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This thesis deals with the in-store marketing and its application in the supermarket Billa ltd. The work is divided into the theoretical and practical part. The theoretical part deals with sales support, which includes in-store marketing. In the practical part I describe the current trends within in-store marketing and the merchandising problems there as well. The practical work is also dedicated to the description of the actual means of in-store marketing in the supermarket Billa ltd. The actual research work is carried out on the basis of survey and field survey of the supermarket. Using the obtained results and their comparison with the supermarket Albert are defined and I evaluated current trends in in-store marketing within the supermarket Billa ltd.

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Su, Fu-Ciang, and 蘇副強. "The Effects of Online Shopping Site Sales Promotion on The Benefits of Sales Promotions, Perceived Value and Purchase Intention − Moderating Effect for the Timing of Sales Promotion." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/39395378161691952443.

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碩士
國立嘉義大學
行銷與運籌研究所
99
In recent years, the Internet grows up rapidly, more and more consumers using the online shopping site. The main reason is that the prices of the network are more favorable and to facilitate search for parity. In this study, we study the effect of online shopping site sales promotion on the benefits of sales promotions, perceived value and purchase intention for online consumer. We also study the moderating effect for the timing of sales promotion. The main object of this study is online consumer. This study adopts 2 (the effect of monetary framework: a discount or saving money framework) x2 (regulatory focus: promotion focus or prevention focus) x2 (timing of sales promotion: immediate or delayed) experimental design. This study shows following conclusions. First, when the online shopping site sales promotion are the discount framework, consumers tend to have a higher benefit of sales promotions, perceived value and purchase intention. Second, compared to the prevention focus, when the online shopping site sales promotion are the promotion focus, consumers tend to have a higher benefit of sales promotions, perceived value and purchase intention. Third, in the dimensions of perceived value, in the effect of monetary framework and regulatory focus interacts with each other, when the online shopping site sales promotion are the discount framework, the promotion focus is more effective, consumers tend to have a higher benefit of sales promotions, perceived value and purchase intention. While the online shopping site sales promotion are the saving money framework, for the benefit of sales promotions, perceived value and purchase intention are not significantly. Keywords: sales promotion, regulatory focus, timing of sales promotion, benefits of sales promotions, perceived value, purchase intention.

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38

Liu, Yi-ching, and 劉怡青. "The Effects of Internet Sales Promotion, Internet User Characteristics on Internet Sales Promotion Effectiveness-Travel Website Case." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/95186365938860790173.

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碩士
東吳大學
企業管理學系
93
Sales Promotion (SP) traditionally is one of the most important tools of marketing communication or promotion. Recently, internet marketing is used widely across the business world. Due to the fact that power of personal selling is strictly reduced and restricted in internet or on-line marketing, the role of sales promotion has increased a lot. Many internet stores choose various sales promotion practices and even formulate sales promotion strategy to guide their SP practices. While most of the existing internet marketing papers study single SP practice, this research tries to study integrated internet SP practice and use it as the main construct. This research tries to develop suitable classification of internet SP strategy. Furthermore, this research explores main influencing factors of internet SP strategy, including characteristics of internet uers. The SP effects include short effect, consumer value, satisfaction and loyalty will also be investigated. The research findings are as follows: 1. Internet SP types are related to internet SP effectiveness, including short-term effect, consumer value, satisfaction and loyalty. 2. SP duration is related to internet SP effectiveness. 3. Some fits between internet SP types and SP duration are significantly related to internet SP effectiveness, including attractiveness of short-term effects and consumer value. 4. Internet user characteristics are significantly related to preferred internet SP categories. 5. Internet user characteristics are significantly related to internet SP effectiveness, including sex and average monthly income.

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39

Lee, Chiachen, and 李佳珍. "Consumer response to retail sales promotion techniques." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/50294357469376322151.

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碩士
中國文化大學
國際企業管理研究所
99
Sales promotion is an important way of communication with retailers and con-sumers. Select the appropriate sales promotion is an important decision for firm. Con-sumer purchase behavior, also affected the attitude by sales promotion. The purpose of this study is to define the consumers’ deal usage process and to examine the potential influences of traits and self-perception variables on the process. The data used for this study were collected through random sampling. After re-ceive 312 questionnaires, correlation analysis and path analysis is using to analyze data. The main purpose of this study is investigate how consumer response to retail sales promotion techniques. The result of this study shows that consumers’ external informa-tion search positively influences their evaluation of the benefits of promotions; Con-sumers’ information search positively influences their liking of coupons and DM ; Consumers’ evaluations of the promotions benefits positively influence their liking of these promotions, but consumers’ information search has no direct influence on DM; Consumers’ affect of promotions positively influences their purchase intentions of the promoted product, and also influences their stockpiling intentions; Consumers’ affect of promotions positively influences their purchase intentions.

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Huang, Jiun-Yan, and 黃俊諺. "Optimal Sales Promotion Strategy - Markov Switching Approach." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/77043446389566517164.

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碩士
國立交通大學
經營管理研究所
96
This paper investigates the optimal sales promotional strategy for the fiercely competitive FMCG (Fast Moving Consuming Goods) industry. We propose a Markov Switching Autoregressive model that incorporates AR(1) retailing demand process to capture nonlinear structure among promotional budget allocation, evaluation of promotion performance, and optimal promotion frequency within a given time span. The past promotion investment is evaluated first by comparing the changes in promotional budget allocation. We then apply Markov switching feedback rules to figure out the proper length of equilibrium state with and/or without promotion. Finally, effective decision rules on magnitude, duration, and frequency of promotional strategy are induced. We apply three product categories with 39 months time-series data from a multinational packaged food company. The result shows that most past decisions on promotional budget allocation are non-optimal – most promotion investments were either extended too long or allocated too low in stimulating sales. Implications for the brand- or category- manager in removing those non-optimal promotional policies are suggested.

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LEE, TAI-I., and 李泰毅. "The Research of Effectiveness of Sales Promotion Influenced by Promotion Activities-The Moderating Effect of Store Management and Product Sales." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/g3f7v6.

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碩士
中華科技大學
經營管理研究所
103
This study explore that promotion activities impact promotion effect. The case is well-known chain stroes. The sample is from the store manager and business executives. The period is from January, 2014 to December, 2014. There are 57 stores, 23 categories, and 88 items. We will discuss that the difference factor of promotion activities and promotion effect. Also, the effect of promotion activities on promotion effect. Last, and also the most important, stores management and product sales how moderate promotion activities and promotion effect. The evidences indicate that promotion effect is limited to the Northern, residential and commercial area, and efficiency shop on store management. The effect is limited to the Food, large companies, midpriced, and bags on product sales. The significant influence that promotion type affect floor effect, promotion frequency affect sales quantity, and promotion time affect number of customers, floor effect, personnel effect, and sales amount. Indeed, stores management and product sales has part moderation effect. The result can provide reference that adopting promotion activities for firms. Keyword：Promotion Activities, Promotion Effect, Promotion Type, Moderating Effect

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Chen, Kuang-Hao, and 陳冠豪. "Influences of Promotion Type, Promotion Framing and Product Price Level on the Effectiveness of Sales Promotion." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/vztkg8.

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碩士
國立高雄大學
經營管理研究所
97
Exploration of sales promotion effect is one enduring issue in the study of marketing. This study adds to understanding of how product price, promotion type and promotion framing influence the effectiveness of sales promotion. The purpose of this study is to find the optimal combinations of promotion type and promotion framing for different product price levels. Promotion types in the experiment include Cause-related Marketing (CRM) and discount. Although a large number of studies have been made on CRM and discount separately, only a few attempts have so far been made at the comparison of the two types of promotion. An experiment of 2 ( promotion types: CRM v.s. discount) x 2 ( promotion framing: absolute dollar v.s. relative percentage) x 2 ( product price: high v.s. low) factorial design is conducted. Results of this experimental study support the three-way interaction of promotion type, promotion framing and product price on the effectiveness of sales promotion. When promoting a discount, promotion amount framed in an absolute dollar term is foundmore effective for a high-priced product than that framed in a relative percentage of the sale price. On the contrary, when promoting a CRM, promotion amount framed in a relative percentage of the sale price is more effective for a high-priced product than framed in an absolute dollar term. Marketing implications of promotion type and promotion framing for different priced-products are discussed.

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43

Olsson, Nelly, and Cajsa Fernström. "Hur arbetar tjänsteföretag med relationsmarknadsföring och sales promotion?" Thesis, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-40264.

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44

Jiann-Lin, Chen, and 陳建霖. "The Effect of Sales Promotion on Brand Equity." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/00220578191531944791.

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碩士
國立雲林科技大學
企業管理研究所
86
Owing to the Prevalence of sales promotion(SP) activities and the emphasis of brand equity in recent years, this research examines the influence of SP on the brand equity. However, the researchers did not have a consistent result about this area. According to the discussion of related literature, this research divides SP into pricing promotion and non-pricing promotion, and we use discount promotion and gift promotion to represent the two kinds of promotion. Furthermore, the promotion situations are divided into induced, collective and aggressive situations. This research studies the high and low lever brand equity of two manufactures'''' brand. Using a 2×3×2 experimental design, discusses the influences of SP on manufactures'''' brand and retailers'''' brand. The result is that SP will has negative impact on manufactures'''' brand. The pricing promotion will harm the brand equity of manufactures'''' brand than the non-pricing promotion. The SP will reduce the consumer''''s purchase intention of manufactures'''' brand. In the situation of collective and induced, SP will has positive impact on retailers'''' brand. However, in the situation of aggressive, SP will not has positive or negative impact on retailers'''' brand. Finally, source of the SP will has positive impact on retailers'''' brand is the upgrade of reasonable price perception.

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45

Tseng, Chi-Ming, and 曾啟明. "The Effects of Promotion Framing and Deal Proneness on Attitudes toward Sales Promotion." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/44632776135246389072.

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碩士
國立中興大學
高階經理人碩士在職專班
102
Sales promotions have played an important role in the promotional strategies. Sales promotions can be classified roughly to price-oriented and none price-oriented promotions. Prior researches proposed that none price-oriented promotions were better in eliciting consumer''s favorable brand attitude than price-oriented promotions. Thus, using non-monetary promotions is an important strategy for valued brand enterprises. Moreover, none price-oriented promotions can be framed in different format, such as certainty vs. uncertainty. In addition to promotion framing, this study also considers the deal proneness as an important moderator. Accordingly, the main purpose of this study is to explore the interplay effects of promotion framing and deal proneness on attitudes toward sales promotions. This study conducted two experiments to verify the hypotheses. Study 1: A 2 (promotion framing: points-identical vs. points-magnify) 2 (deal proneness: high vs. low) between-subject design was employed. Study 2: A 2 (promotion framing: certain incentive vs. uncertain incentive) 2 (deal proneness: high vs. low) between-subject design was adopted. The deal proneness was a measured psychological variable and dependent variable was attitudes toward sales promotions. The results revealed that high deal-prone consumers will induce more positive attitudes toward sales promotions for points-identical incentive than for points-magnify incentive. On the other hand, in the conditions of points-identical incentive, high deal-prone consumers will raise more positive attitudes toward sales promotions for certain incentive than for uncertain incentive. Finally, when consumers with the low levels of deal proneness, their attitudes toward sales promotions were not influenced by any promotion framing. In terms of the practical implications for promotion framing, this study shows that for the high deal prone consumers, if marketers use points as premium to promote the product, the points unit equals to the local currency is more effective than points-magnify (expanded scale). Moreover, they prefer certain incentive as premium than uncertain incentive, such as scratch card. On the other hand, for the low levels of deal proneness consumers who are not sensitive to any promotion framing, thus, marketers should communicate the product quality and brand image to them.

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Lai, Hung-Wen, and 賴宏文. "Implementing Clustering Technique in Internet-Product Sales Promotion Strategies." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/87326194430776000970.

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碩士
朝陽科技大學
工業工程與管理系碩士班
97
With the popularization of the Internet and the rapid development of the E-commerce market, more and more physical channels look for new business via the Internet and transfer the early physical business model into the Internet shopping. Therefore, online stores rely on outstanding product sales promotion strategies to catch consumers’ attention and increase their purchase opportunities. In this thesis, by using the customer RFM analysis model and product RFM analysis model, we transform the product history transaction data, provided by a 3C electronics online store, into the three-dimension product value. Then, we use Particle Swarm Optimization (PSO) to conduct product clustering at first and to verify that the clustered group characteristic is suitable for the presented promotion strategy in order to shorten the product-promotion decision time, raise the product-purchasing rate and get profits. Finally, based on the methodology, we establish the promotion strategy model which is suitable for different group characteristics of online shopping products.

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47

Joung, Kang Hua, and 康華容. "Pursuing the Value-Conscious Effects on Consumer Sales Promotion." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/20611571861140650892.

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碩士
淡江大學
國際貿易學系
91
The first purpose of this study is to explore the effects of the attitude of consumption on consumer psychographics. The second purpose of this paper is to research the effects of consumer psychographics on the different types of promotion. The samples are collected form the college of business in Tamkang University, and the data is analyzed with such main methods as analysis of regression. Utilitarian value and hedonic value are the measuring variables of the dimension of the attitude of consumption. At the aspect of consumer psychographics, we adopt shopping enjoyment, innovativeness, variety seeking, mavenism, impulsiveness, and NFC to be the measuring variable. The promotions of price cut, POP, free trial, free gifts, and easy payment are the variables of the dimension that types of consumer sales promotion. The study concludes: 1.The attitude of consumption has significant effect on consumer psychographics. It means that the more hedonic value consumer respect, he will have the psychographic traits of shopping enjoyment, innovativeness, variety seeking, mavenism, impulsiveness, and NFC, and the more utilitarian value consumer respect, he will have the psychographic traits of mavenism and NFC. 2.Consumer psychographics has significant effect on different types of sales promotion. First, when consumer has the trait of shopping enjoyment or variety seeking or mavenism or impulsiveness, he will prefer like the price-cut sales promotion. Second, if consumer has the characteristic of shopping enjoyment or innovativeness or variety seeking or mavenism or NFC, he will like the sales promotion of POP. Third, if consumer has the attribution of shopping enjoyment, he will adopt the sales promotion of easy payment. Fourth, when consumer has the impulsive characteristic, he will be attracted by the sales promotion of free gifts. The last, if consumer has the trait of mavenism or NFC, he will prefer the sales promotion of free trial.

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48

LIN, YUN-KUANG, and 林芸光. "he Behavior of Different Consumer Types under Sales Promotion." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/tqy47j.

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碩士
國立臺灣科技大學
管理學院MBA
99
This research examines pervasive but ignored promotions situation which consumers encounter in life-how they influence on purchase behavior. We demonstrate from two studies that Spendthrifts who spend with no sensitivity have higher perception of price fairness and purchase intention than Tightwads who spend with calculating when seller provides free gift promotion（experiment 1）。Moreover, This study has further findings that two types of customers have differentiation purchase intention only when price reduction promotion with explicit time limit.（experiment 2）。These findings can not only expand Tightwads and Spendthrifts’ research scopes, but also help marker to increase the effectiveness when they hold promotion activities.

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49

Li-HsuanYeh and 葉俐萱. "Sales Promotion Framing and Reference Price- A Toothpaste Example." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/ye6fbm.

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碩士
國立成功大學
企業管理學系碩博士班
101
Companies use a lot of sales promotions to attract customers to buy the products. Sales promotions could be divided into monetary promotions (such like price discounts and buy one get another at half price) and nonmonetary promotions (such like buy one get one free, bonus pack and premium attached). Monetary promotions are in the same units as the sales prices; therefore they will be more easily integrated with the sales prices. Monetary promotion is likely to be seen as a reduced price. However, nonmonetary promotions are more difficult integrated with the sales prices. Therefore, this kind of promotion is likely to be seen as a separate gain. For the purpose, this research uses a scenario framing approach to example if a monetary promotion can reduce the reference price of a promoted product more than a nonmonetary promotion. The goals are three folds: (1) Examining if monetary and nonmonetary promotions result in similar reference prices; (2) Examining if “monetary promotion” framing lowers the reference price of a promoted product more than “nonmonetary promotion” framing; (3) Analysis whether brand loyalty moderates the relationships of monetary/nonmonetary promotion framing with reference price, as well as with perceived value and perceived quality. The results of the study show that both monetary promotion and nonmonetary promotion can reduce the reference prices whereas the reductions of the nonmonetary promotion are less than those of monetary promotion. Further, brand loyalty shows no moderating effect on the three relationships tested.

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50

Chen, Horng-Yih, and 陳泓邑. "Exploring the Relationships between Price Promotion and Product Sales." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/75166143390538491500.

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碩士
國立高雄第一科技大學
行銷與流通管理所
97
Under the retailing circumstances that have become saturated and highly competitive, most retailers are undertaking a variety of price promotion strategies to achieve their business objectives such as to increase sales revenues and market share, to secure operational income and cash flow, to improve profitability, etc. Although price promotion enhances short-term business performance, however, is this relationship expected to hold in different conditions (e.g., product lines) as well? The purpose of this study is to deliberate the relationships between price promotion and its sales consequence. In this study, price promotion is operationalized in terms of frequency of price promotions and depth of promoted prices, and sales consequence operationalized as units of promoted products sold. Furthermore, this study is also to examine whether or not these relationships are moderated by such factors as the original-price range of promoted products, the size (package volume) of promoted products, and the level of competitiveness in promoted products. The analyzed data of this study was collected from two hypermarkets located in southern Taiwan. The data included the records of 53 scheduled promotion-sales activities during the time period between 1995 and 1996. Regression analysis was used to investigate the hypotheses under study. According to the analysis, this study obtains empirical findings, as follows: 1.Frequency of price promotion and depth of promoted prices are positively associated with the quantity of promoted products sold. That is, both the greater price-promotion frequency and the more price discount increase the product quantity sold. 2.Such variables as original-price range, package size and competitive level of promoted products have partially moderating impacts on the positive relationships between the price promotions and the quantity of promoted products sold.

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Dissertations / Theses on the topic 'Sales promotion'

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