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Gera, Suchita. "Role of Sales Promotion Techniques in Building Consumer Preferences: A Study of FMCG Products of Selected Brands in Dehradun City of Uttarakhand." Journal of University of Shanghai for Science and Technology 23, no. 06 (June 23, 2021): 1448–62. http://dx.doi.org/10.51201/jusst/21/06465.
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The importance of sales promotion in the marketing mix is unquestionable. Sales Promotion techniques are considered one of the important tools and techniques for increasing sales volume. Considering the cost of sale promotions are always substantial, the selection and design of the most effective and efficient promotion tools are crucial for a successful promotion campaign. The ability of marketers to identify attributes that are relevant to their target market is vital for them to have better control over the results of their promotional activities. The present paper aims to evaluate the possibility of consumer preference due to sales promotion, the effectiveness of sales promotion tools in motivating purchase in the FMGC sector, and on this basis of study few suggestions are offered that will be useful for marketing managers of FMCG companies to streamline their sales promotion strategies and make their promotional efforts more successful.
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Faizah, Salsabila, and Ria Edlina. "Aktivitas Promosi Wisata Kuliner Ikan Bilih Sebagai Makanan Khas Danau Singkarak Kabupaten Tanah Datar." JKOMDIS : Jurnal Ilmu Komunikasi Dan Media Sosial 4, no. 1 (April 15, 2024): 262–66. http://dx.doi.org/10.47233/jkomdis.v4i1.1602.
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The problem studied in this research is culinary tourism promotion activities for bilih fish as a typical food of Lake Singkarak in promoting and marketing bilih fish culinary tourism. Based on these problems, this research aims to describe the marketing promotion activities used by UMKMactors at the Tourism Department in carrying out promotional activities for the Ikan Bilih culinary tourism product. The research approach used is descriptive qualitative. The source of research data is the result of observations of the activities of the Tanah Datar Regency Tourism Office and UMKM actors at Lake Singkarak. Data collection was carried out using observation, interviews and documentation techniques. The theory used is IMC (integrated marketing communications). This theory was put forward to show that the Bilih Fish culinary tourism promotional activities used by Bilih Fish traders in marketing their tourism products are advertising techniques, sales promotions, personal sales "face to face sales", public relations "public relations" Based on the presentation of results based on data and also the results of interviews conducted by researchers, it was concluded that promotional activities for culinary tourism of bilih fish as a typical food of Lake Singkarak, Tanah Datar Regency, it could be concluded that the five promotional communication indicators implemented by UMKM in Lake Singkarak were based on promotion theory. The mix is advertising (public relations), direct marketing (direct marketing), sales (sales promotion), and personal sales (personal sales) fifth in terms of promotions carried out to increase sales of Bilih Fish in Lake Singkarak. Of the fifth indicators, the least dominant among UMKM actors is advertising, in other words there is still a lack of innovation and creativity in promoting it, not all Ikan Bilih MSME actors in Lake Singkarak are able to market Ikan Bilih culinary delights as creatively as possible. The lack of unity between UMKM in terms of pricing also has an impact on sales of Bilih Fish. The role of the Creative Economy Tourism Office is to provide guidance, facilities and financial support to UMKM.
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Schwarz, P. A. "Sales promotion." Anaesthesia 43, no. 3 (February 22, 2007): 248. http://dx.doi.org/10.1111/j.1365-2044.1988.tb05561.x.
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Jaya, Pinto, Yuwanda Tiara, and Mumuh Mulyana. "Peranan Sales Promotion Girl Pada Produk Wardah Beauty Care." Jurnal Aplikasi Bisnis Kesatuan 2, no. 2 (August 30, 2022): 287–94. http://dx.doi.org/10.37641/jabkes.v2i2.1758.
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At present the cosmetics industry in Indonesia has increased by 20% in 2017, so competition in the cosmetic industry is quite tight. There are many ways that companies can do in marketing their products, namely through personal selling, in personal selling it is certain that it requires workers to carry out these activities, one of which is by using a Sales Promotion Girl.
The aims of this research are: 1). To find out how the role of Sales Promotion Girl is in wardah beauty care products. 2). To know how the Sales Promotion Girl in promoting the product. 3). To find out how Sales Promotion Girl can attract and convince consumers. The results of this study, namely: 1). The role of the Sales Promotion Girl in wardah beauty care products is as follows: a) attracting consumers to visit the stand, b) offering products, c) guessing customer needs and fulfilling what customers need, d) answering customer questions and handling complaints from customers in a timely manner well, e) informing the quality of the product up to the way it is treated or used, and f) implementing service standards properly. 2). When Wardah's Sales Promotion Girl promotes products, namely by: a) product presentations, and b) promotional presentations. 3). The Sales Promotion Girl's way of attracting and convincing consumer interest is by: a) good appearance according to company standards, b) product display, c) product presentation, and d) with promotions.
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Saputra, Sartono Maya, and Retno Ibut Utami. "PENGARUH BIAYA PROMOSI TERHADAP PENDAPATAN JASA “NAKAMURA HOLISTIC THERAPY” DI SURAKARTA." ProBank 2, no. 2 (August 19, 2017): 36–47. http://dx.doi.org/10.36587/probank.v2i2.183.
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Promotion and communication are summarized in the promotional mix that contains a combination of the best strategy of the variable cost of advertising, the cost of personal selling and sales promotion costs, all of which are planned to achieve the objectives of the sales program: increasing service revenues in order to increase as well jumlahl aba obtained. this study aims to determine the effect of promotional costs consist of: the cost of advertising, sellling personal cost, and cost of sales promotions on services revenue. The data used in this research is data based on time series (time series). This research is explanatory research, ie research that explains the causal relationship between research variables through hypothesis testing. The analytical tool used in this research is multiple linear regression analysis. The study shows that the variable cost of advertising and sales promotion variable is not significant positive effect on service revenues. While the cost of personal selling significant negative effect on service revenues. Advertising, personal selling, and sales promotion together a significant effect on service revenues.Keywords: Advertising Costs, Fees Personal sellling, Cost of Sales Promotion, Revenue Services
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Saputra, Sartono Maya, and Retno Ibut Utami. "PENGARUH BIAYA PROMOSI TERHADAP PENDAPATAN JASA “NAKAMURA HOLISTIC THERAPY” DI SURAKARTA." ProBank 2, no. 2 (August 19, 2017): 36–47. http://dx.doi.org/10.36587/probank.v2i2.183.
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Promotion and communication are summarized in the promotional mix that contains a combination of the best strategy of the variable cost of advertising, the cost of personal selling and sales promotion costs, all of which are planned to achieve the objectives of the sales program: increasing service revenues in order to increase as well jumlahl aba obtained. this study aims to determine the effect of promotional costs consist of: the cost of advertising, sellling personal cost, and cost of sales promotions on services revenue. The data used in this research is data based on time series (time series). This research is explanatory research, ie research that explains the causal relationship between research variables through hypothesis testing. The analytical tool used in this research is multiple linear regression analysis. The study shows that the variable cost of advertising and sales promotion variable is not significant positive effect on service revenues. While the cost of personal selling significant negative effect on service revenues. Advertising, personal selling, and sales promotion together a significant effect on service revenues.Keywords: Advertising Costs, Fees Personal sellling, Cost of Sales Promotion, Revenue Services
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Widyasari, Nyoman Putri, and I. Gde Ketut Warmika. "PENGARUH PROMOTION MIX TERHADAP CUSTOMER LOYALTY MELALUI BRAND EQUITY SEBAGAI VARIABEL MEDIASI." E-Jurnal Manajemen Universitas Udayana 8, no. 12 (December 3, 2019): 6910. http://dx.doi.org/10.24843/ejmunud.2019.v08.i12.p01.
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This study explains the role of brand equity mediates the effect of promotion mix on customer loyalty. This research was conducted in the city of Denpasar involving 100 respondents. The study used questionnaires, observation and interviews. Path analysis and sobel test were used. The results of the study are that Promotion mix has a positive and significant effect on brand equity, Promotion mix has a positive and significant effect on customer loyalty, Brand equity has a significant positive effect on customer loyalty, and Brand equity mediates the effect of promotion mix on customer loyalty. Acer management to pay more attention to individual sales and sales promotions on promotion mix. Increase sales promotion by giving discounts, presenting repeat prizes such as geratis laptop accessories in certain types, distributing promotional catalogs, and increasing individual sales by concentrating on training salespeople in various fields.
Keywords: promotion mix, customer loyalty, brand equity.
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Novia, Rozana Putri, Riza Rachman, Lutfiyatil Hamida, Putri Ayu Purnama Sari, Farukh Abdullah H.R.M, and Ervina Adita Rahman. "STRATEGI PEMASARAN MELALUI PENETAPAN PROMOSI PENJUALAN DAN KUALITAS PELAYANAN PADA KAFE FORTUNA DI SITUBONDO." Jurnal Mahasiswa Entrepreneurship (JME) 3, no. 1 (April 14, 2024): 134. http://dx.doi.org/10.36841/jme.v3i1.4231.
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Fortuna Cafe is one of the cafes in Situbondo Regency. IM Cafe carries out several sales promotions to increase its sales. Sales promotion is an activity implemented for the purpose of increasing sales and increasing consumer demand. And service quality can be defined as anything that focuses on efforts to fulfill consumer needs and desires accompanied by accuracy in conveying them so as to create a balanced conformity with consumer expectations. This research is research using qualitative methods. Data collection was carried out through observation and interviews. Data analysis methods include data condensation, data presentation, and drawing conclusions. The conclusion of this research is that Baliwa Kafe Fortuna carries out various ways of promoting sales and service quality as its marketing strategy. These sales promotion strategies include sales promotions using products and using discounts and service quality indicators, namely real reliability, responsiveness, guarantee and empathy are all indicators of high quality service. The study shows that sales promotion marketing strategies and high quality service will have a significant impact on consumer satisfaction.
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Asdinur, Arlan, J. Pandey ., A. Makalew ,, and E. S. Tangkere. "PERANAN PROMOSI TERHADAP VOLUME PENJUALAN TELUR AYAM RAS PADA PASAR SWALAYAN DI KOTA MANADO." ZOOTEC 37, no. 2 (July 19, 2017): 436. http://dx.doi.org/10.35792/zot.37.2.2017.16661.
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THE ROLE OF PROMOTION ON THE SALE OF CHICKEN RACE EGGS IN THE SUPERMARKETS OF MANADO CITY.This research has been conducted in the supermarkets of Manado City. The res of this research is to what extent promotion plays a role in the sales volume of chicken race eggs in the Supermarkets of Manado. The purposes of this research are to know which promotional tools are used in Supermarkets of Manado and to know the role of promotion to the sales volume of chicken race eggs in Supermarkets of Manado. Sample determination is done by Purposive Sampling. The sampling criteria of this research are : The supermarkets that sell chicken race eggs and the Supermarkets that have sold chicken race eggs for one year. The random sampling to 21 Supermarkets as the respondent from 121 supermarket total in Manado City. The data of research will be tabulated and analyzed. Data analysis model using descriptive analysis approach to study the role of promotions to the sales volume of chicken race eggs.From the research result obtained that the tools of promotions that used on sales proccess of chicken race eggs in Supermarkets of Manado spesifically is packaging with the price and discount. From the data of research shows that the Supermarkets which not used sales promotion precisely the price is higher and the sales volume is very low. While the supermarkets that used the promotions, the price is lower and the sales volume is extremelly high. The sale of Chicken race eggs in Supermarkets of Manado, promotion tools become one of marketing strategy that increasing the sales volume. From the researh result conducted shows that more eggs sold when using the promotional tools. This is because the suppliers and supermarkets want to maintain their name, so that the quality must be maintained and the supermarkets already using the brand or mark, such as Telur Segar and Cap Manguni.Keywords : Promotion, Supermarket, Sales volume, Chicken egg race
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Hunt, Kenneth A., and Susan M. Keaveney. "Sales Promotion Wars." Journal of Promotion Management 1, no. 3 (October 19, 1992): 3–20. http://dx.doi.org/10.1300/j057v01n03_02.
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S Nair, Sujith, Muhammed Rafid V P, Munawara, Muhammed Safwan, Nida Marwa N, and K. Abdulla Zainul Abid. "The impact of sales promotion techniques on consumer purchase decisions within community pharmacies." Journal of Innovations in Pharmaceutical and Biological Sciences 11, no. 02 (2024): 25–28. http://dx.doi.org/10.56511/jipbs.2024.11204.
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The study analyzeshow sales promotions affect customer behaviourin community pharmacies by looking at psychological factors, economic incentives, and ethical issues. The goal of the study is to offer practical insights and evidence-based suggestions to make sales promotion strategies more effective and ethical in community pharmacies. The objective is to study is to examine the influence of sales promotions on consumer behaviour in community pharmacies, with a specific focus on whether sales promotions effectively improve drug sales to customers. The findings suggest that a combination of product availability, brand trust, cost savings, and professional advice drives consumer decisions. Convenience-related services are particularly attractive to consumers, with 43.8% valuing extended hours and 21.5% appreciating delivery services. This influence of sales promotion highlights the need for pharmacies to consider various promotional strategies to cater to different consumer preferences. The study concludes that while sales promotions do impact consumer buying decisions at local pharmacies, their influence varies widely among individuals. Factors such as product availability, brand loyalty, price discounts, and pharmacist recommendations also play significant roles. Most of the time customers aren't influenced by sale promotions because they might be confused about whether the products are expired or if there's something wrong with the stock. The study concludes that effective promotional and service strategies should take into account these diverse consumer preferences to boost customer satisfaction and increase sales.
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Meo, Adeel, Muhammad Daniyal Abbas, Muhammad Nadeem Sajjad, Muhammad Rizwan, Sayed shahbaz hussain Bukhari, and Muhammad Saad Hameed. "The Impact of Promotional Tools on Sales Promotion." Journal of Public Administration and Governance 4, no. 2 (July 2, 2014): 202. http://dx.doi.org/10.5296/jpag.v4i2.5845.
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The main reason of conducting this research was to explore the influence of social surrounding, discount level and buying behavior on sales promotion. The research results found that there was no significant relationship of social surrounding, discount level with sales promotion. But on the other hand buying behavior, free sample, price reduction has a significant relationship with sales promotion. The results of this research paper will help the marketers to understand best promotional techniques to increase significantly in their sales as well as revenues. This research paper also plays a vital role in helping businessmen to develop their business planes more effectively so that they can get the competitive advantage over their competitors and make them able to maximize their profits.In total 180 Questionnaires were distributed by hand in different department of Islamia University of Bahawalpur. Data was feed in SPSS. This research was done on different sales promotional techniques.Findings shows that different sales promotional techniques have impact on consumer buying behavior and purchase intention for all type of products on the other hand there is no significant effect of discount level and social surrounding on sales promotion.
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Ridwan, Mohammad, and Gita Yolanda. "Marketing Sales Promotion Girl Perspektif Etika Bisnis Islam." JIOSE: Journal of Indonesian Sharia Economics 2, no. 1 (March 31, 2023): 47–64. http://dx.doi.org/10.35878/jiose.v2i1.693.
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Sales Promotion Girl (SPG) is the spearhead of the company to introduce a product that will be offered to the public. SPG is used as the hand of a company engaged in consumer services. In carrying out promotional activities at the Skechers Grage City Mall Cirebon store, the store requires the right promotional strategy in order to attract the attention of consumers and this strategy is carried out by SPG. This study was conducted to determine the marketing strategy undertaken by sales promotion girl at the store skechers grage City mall Cirebon. This study uses descriptive qualitative methods with data collection using observation, interviews and documentation. The results found in this study are that the marketing sales promotion girl strategy at the Skechers Grage City Mall Cirebon Shoe Store viewed from an Islamic perspective is applied in various ways including advertising promotion mix tools using electronic media such as (Instagram, Facebook and Whatsapp), Personal selling (personal selling) and Sales Promotion. In addition, the promotions carried out are in accordance with Islamic business ethics. Where in applying Islamic values as the implementation of business ethics, there are four things that can be used as guidelines in promotion, namely sincerity, honesty, meaningful, and accountability (responsibility / trustworthiness)
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Lubis, Nurhayani, and ZULIA KHAIRANI. "Efektivitas Straegi Bauran Promosi Oleh_Oleh Makanan Khas Riau (Studi Kasus Pada Wisatawan Di Kota Pekanbaru)." Jurnal Daya Saing 3, no. 3 (October 15, 2017): 315–19. http://dx.doi.org/10.35446/dayasaing.v3i3.122.
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For the sake of promoting and inviting tourist to tourist resort, there are some factors that should be considered as value added. One of them is spesific foods as part of local culture characteristic. Promotional activities is an important role to introduce and cultivate the interest of tourists in a souvenir typical regional foods. The aims of the study were to analyze the level of promotion mix consists of advertising, sales promotion, direct marketing, personal selling, and public relations, and to find out the level of consumer buying interest, and finally investigate the influence of promotional mix on consumer purchase intention of the tourists. The sample in this study were 100 tourists. The method used were combination of quantitative and qualitative analysis. The data was purposively taken using quantitative analysis. Quantitative analysis, that is, descriptive analysis was performed with the interpretation of the data obtained in the study and the results of data processing that had been carried out by providing information and explanations. The results showed that advertising, personal selling, and public relations are in good criteria. While sales promotion and direct marketing are in medium criteria.
Keywords: advertising, sales promotion, direct marketing, personal selling, and public relations, promotions mix
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Sinha, Somesh Kumar, and Priyanka Verma. "Impact of Sales Promotion’s Benefits on Brand Equity: An Empirical Investigation." Global Business Review 19, no. 6 (September 20, 2018): 1663–80. http://dx.doi.org/10.1177/0972150918794977.
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Sales promotion is known for providing additional benefits to the consumers and these benefits may have an impact on the development of consumer-based brand equity. Although previous studies have reported a positive influence of sales promotion on brand equity, but the impact of sales promotion’s benefits (i.e., hedonic and utilitarian benefits) on brand equity is less understood. This study examined the possible influence of sales promotion’s hedonic and utilitarian benefits on four components of brand equity (i.e., brand awareness, brand association, perceived quality and brand loyalty). A model is proposed to show the relations between sales promotion’s benefits and component of brand equity. This study includes a sample of 265 consumers of fast-moving consumer goods from Madhya Pradesh state in India. A covariance based structure equation modelling technique was used for data analysis and interpretation. Research findings revealed that the utilitarian benefit of sales promotion has maximum impact on brand loyalty, while the hedonic benefit of sales promotion has maximum impact on brand association. It provides a way of utilizing the benefits of sales promotion to create and support brand equity. Hedonic benefits of sales promotion can be utilized to make consumers associated with the brand, while utilitarian benefits of sales promotion can be utilized to enhance a repeat purchase of the brand.
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Hermanses, Bintang, and Widyarso Roswinanto. "Optimalisasi Strategi Promosi Digital di Era Digitalisasi: Sebuah Kajian Komprehensif pada PT Glamourix AFA Indonesia Skincare 2022-2023." Journal of Emerging Business Management and Entrepreneurship Studies 3, no. 2 (October 31, 2023): 119–34. http://dx.doi.org/10.34149/jebmes.v3i2.137.
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In the digitalization era, digital promotions are crucial for companies, including the skincare industry, such as designing digital promotion programs at PT. Glamourix AFA Indonesia Skincare 2022-2023. The method used in this research is descriptive-qualitative and field research by conducting literature studies, interviews, and observations. The research results show that PT. Glamourix AFA Indonesia needs to develop a digital promotional program design to achieve product sales targets. Promotion of skincare products is carried out by creating blog content, videos, and social media activities by providing special discounts—a digital promotion process for Emre PT products. GAI carries out four types of promotions: advertising on social media and Instagram, public relations by utilizing content via Instagram, direct marketing via instant messages on WhatsApp, and sales promotions by creating discount programs. Emre's digital promotion strategy for the 2022-2023 period that Emre can carry out is digital advertising by working with digital TV stations to market products by developing a digital promotional program design for PT. Glamourix AFA Indonesia Skincare is expected to be able to increase sales to a broader target consumer and be able to compete with competing companies in the increasingly tight skincare industry in Indonesia.
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Gómez, Miguel I., Vithala R. Rao, and Edward W. Mclaughlin. "Empirical Analysis of Budget and Allocation of Trade Promotions in the U.S. Supermarket Industry." Journal of Marketing Research 44, no. 3 (August 2007): 410–24. http://dx.doi.org/10.1509/jmkr.44.3.410.
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Using a unique data set, the authors examine the role of manufacturer and retailer characteristics in the joint determination of trade promotion budgets for supermarket brands and their allocation across trade promotion types. They find that manufacturer variables, such as brand position in retailer product category and brand price premium, and annual retailer sales determine trade promotion budgets. Furthermore, retail companies with larger shares of private labels in product category sales, larger annual sales, and stronger brand positioning are able to increase the allocation of promotional funds to off-invoices and decrease allocation to performance-based trade promotions, such as scanbacks/ accruals and billbacks. Manufacturers with formal trade promotion policies tend to decrease allocation to off-invoices. The authors discuss marketing policy implications of this study and provide research directions.
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Sivaramakrishnan, Sreeram, and Mandar Bhide. "Aileron lighting: the sales promotion question." Emerald Emerging Markets Case Studies 7, no. 2 (June 22, 2017): 1–18. http://dx.doi.org/10.1108/eemcs-06-2016-0146.
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Subject area Marketing. Study level/applicability MBA/Postgraduate. Case overview The case describes the situation faced by a sales manager of a commoditized product in a tough and competitive market. Aileron Consumer and Lighting Group (ACLG) was among the top ten fast moving consumer goods (FMCG) companies in the country while also being among the fastest growing companies in India and had a diverse portfolio ranging from trade lighting to commercial and institutional lighting. Sunil, the sales manager, after his training found himself in the Budhwar Peth market in Pune, Western India where he was expected to find a way to increase sales of compact fluorescent lamps (CFLs). The product was undifferentiated and the competition was extremely strong with large allocations to advertising and dealer support. Sunil realized that his only hope for achieving his sales targets was to organize a sales promotion. His team and he came up with three options for sales promotions – two trade promotions and one consumer promotion. Sunil had to make the right choice of sales promotion for his market and the situation he found himself in. Expected learning outcomes This case is well-suited for courses in sales and distribution management, marketing channels, sales promotions or promotion management. It can also be used in courses dealing with marketing strategy or integrated marketing communications. This case allows the instructor to discuss sales channel and sales promotion issues faced by sales managers in an Indian context. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 8: Marketing.
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Villaba Merlo, Francisco Javier, and Iñaki Periáñez Cañadillas. "The promotion of sales on the consumer markets: Offer of a new approach of promotional management." Cuadernos de Gestión 2, no. 2 (2002): 11–24. http://dx.doi.org/10.5295/cdg.19223fv.
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Nowadays, there are many factors that have provoked a greater use of promotion by some manufacturers in the consumption markets. Traditionally, firms have used promotion as the last resource for the achievement of the goals of selling. When we analyse promotional management, this kind of performance represents an orientation to sales. In our field work we justify the breaking-off with this management philosophy, starting with a new definition for "sales promotion", that includes the internal consequences for the companies that perform it. After we have defined the subject of our study, we analyse the role of the Promotion Actions when creating steady relationships with the consumers, in order to finish proposing a New Instructor Model to the Promotions Management that helps to the achievement of some commercial goals, other than to the raising of short-term sales, due to the Promotion Actions developed by the manufacturers.
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Moon, Sangkil, Wagner A. Kamakura, and Johannes Ledolter. "Estimating Promotion Response When Competitive Promotions Are Unobservable." Journal of Marketing Research 44, no. 3 (August 2007): 503–15. http://dx.doi.org/10.1509/jmkr.44.3.503.
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This study addresses a problem commonly encountered by marketers who attempt to assess the impact of their sales promotions—namely, the lack of data on competitive marketing activity. In most industries, competing firms may have competitive sales data from syndicated services or trade organizations, but they seldom have access to data on competitive promotions at the customer level. Promotion response models in the literature either have ignored competitive promotions, focusing instead on the focal firm's promotions and sales response, or have considered the ideal situation in which the analyst has access to full information about each firm's sales and promotion activity. The authors propose a random coefficients hidden Markov promotion response model, which takes the competitor's unobserved promotion level as a latent variable driven by a Markov process to be estimated simultaneously with the promotion response model. This enables the authors to estimate cross-promotion effects by imputing the level of competitive promotions. The authors test the proposed model on synthetic data through a Monte Carlo experiment. Then, they apply and test the model to actual prescription and sampling data from two main competing pharmaceutical firms in the same therapeutic category. The two tests show that compared with several benchmark models, the proposed random coefficients hidden Markov model successfully imputes unobserved competitive promotions and, accordingly, reduces biases in the own- and cross-promotion parameters. Furthermore, the proposed model provides better predictive validity than the benchmark models.
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Vigna, Joselita Pancine, and Emerson Wagner Mainardes. "Sales promotion and the purchasing behavior of food consumers." Revista Brasileira de Marketing 18, no. 3 (December 27, 2019): 101–26. http://dx.doi.org/10.5585/remark.v18i3.16368.
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Purpose: This study aims to identify the types of sales promotion that affect the consumer’s purchasing behavior.Design/Methodology/Approach: We conducted a survey with a sample of 235 people who reported having made food purchases due to promotional stimulus. Relationships between variables were analyzed using descriptive statistics and a multiple linear regression model.Originality/Value: This study seeks to understand the influence of sales promotions on consumer purchasing behavior in an emerging market. Past research has explored such behavior in mature markets. We opted to broaden discussions on sales promotion by studying the effect of usual types of promotions in the Brazilian market.Outcomes: The results showed that discounts motivate the acceleration of purchases, stocking and experimentation. Free samples encourage consumers to try a product they do not know about. This suggests that discounts, free samples, and prize draws all influence consumer purchasing behavior, encouraging their preference for foods that are on sale and motivating the frequency of purchased foods that use these types of promotion.Theoretical/Methodological Contributions: The study contributed theoretically by investigating different promotional types from those already investigated, observing: the promotional types that can influence, generate preference and motivate the frequency of purchase of products promoted by Brazilian consumers; stocking, purchase acceleration, product choice and brand loyalty behaviors, which can change the choice of a promotional type in a promotional campaign.
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Huynh, Kim T. "Sales Promotion Effectiveness: The Impact of Culture on Demographic Level." International Business Research 9, no. 4 (March 7, 2016): 123. http://dx.doi.org/10.5539/ibr.v9n4p123.
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<p>Sales promotion is an essential tool which leads to real increase in sales and profit. According to previous studies, sales promotions are effective at a cross cultural level when they provide benefits that go hand in hand with those of the promoted product. However, there is no literature state about the different sales promotion consumer benefits influences on its effectiveness at the demographic level (urban verses rural). To address this concern, this paper seeks to explore the congruence framework by analyzing how culture at a demographic group level impacts sales promotion. The objective is to investigate whether cultural differences at this level will have an impact at the effectiveness of sales promotion. This conceptual paper sheds light on the influence of culture in demographic group level in determining the response of consumers to sales promotions. The findings will contribute to the understanding of products and promotion types in the Vietnam retailers. It will also allow manufacturing companies to focus better on their strategies for marketing their products towards the Vietnamese consumer.</p>
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Memon, Dr Sharif. "Impact of Sales Promotion on Sales figures of Select International FMCG Brands." Indian Journal of Applied Research 1, no. 9 (October 1, 2011): 190–93. http://dx.doi.org/10.15373/2249555x/jun2012/68.
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Mukherjee, Jaydeep. "Sales Promotion Planning @ TML." Vision: The Journal of Business Perspective 24, no. 2 (June 2020): 228–32. http://dx.doi.org/10.1177/0972262920927529.
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Balarabe, Yahaya. "Marketing and Sales Promotion." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 05 (May 22, 2024): 1–5. http://dx.doi.org/10.55041/ijsrem34481.
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Marketing and sales promotion plans should begin with an overview of the campaign's background, goals, and methodology. It establishes the framework for the other parts of the marketing strategy and is thus crucial to them. Potentially addressed in the introduction are the following significant points: Good or Service Provide a high-level summary of the advertised item or service to kick things off. The marketing strategies discussed later in the article are supported by this background knowledge. Be very explicit about what you want to achieve with the sales and marketing campaign. Whether the objective is to introduce a new product, increase sales, or enhance brand awareness among consumers, it must be clearly articulated. For any advertising effort to be effective, you need to identify your target audience. This section may contain demographic information such as age, gender, location, socioeconomic status, etc. Knowing one's target audience inside and out is critical for crafting effective marketing messages. Goals for Marketing: Outline the specific outcomes you desire from your marketing and sales initiatives. Goals should be SMART (specific, measurable, attainable, relevant, and time-bound) and align with the overall objectives of the organisation. Outline the marketing objectives and the strategies that will be implemented to achieve them. This includes things like sales, influencer partnerships, social media promotions, advertising, etc. Financial Resources: Provide a brief overview of the financial resources that will be utilised for the marketing and sales promotion drives. So now we're all on the same page, and we have all the tools we need to put the plan into action. The desired result is a discussion of the expected outcomes of the sales promotion and advertising campaign. Revenue projections, increases in brand awareness, targets for new client acquisition, etc. are all instances of such measures. Appropriately acknowledge and appreciate those who have contributed to developing the plan for marketing and sales promotion. Taking everything into account, the introduction does a fantastic job of setting the stage for the sales promotion and marketing materials and providing readers with an idea of what to expect in terms of tone and substance. Being both brief and informative, it should stimulate interest in the next marketing activities.
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Akhter, Sameen, Muhammad Rizwan, Shufa Shujaat, and Zarmina Durrani. "The impact of retail shoes sales promotional activities on ladies’ purchase intentions." Journal of Public Administration and Governance 4, no. 2 (July 2, 2014): 166. http://dx.doi.org/10.5296/jpag.v4i2.5843.
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In this study we examine how different variables impact sales promotions that ultimately influence purchase intentions of customer. The main purpose of this study is to examine how attitude towards discount affects sales promotional activities to influence customers’ purchase intention along with the impact of customer loyalty and in store displays on them. To collect information, the survey method was conducted through questionnaires to take response from the customers of Stylo shoes in Bahawalpur. For this purpose, a sample of 164 customers was selected through the simple random sampling technique and then the data was entered in SPSS software for descriptive and inferential statistical analysis. The results of the study indicate that there is no relationship between customer loyalty and sales promotion whereas attitude towards discount has a positive relation with sales promotion. Likewise, sales promotion, customer loyalty and in-store display has a significant relationship with purchase intention. The results of this study will assist retailers to select the best promotional tool that will influence purchase intentions of customer. These plans help businessmen and marketers to gain competitive advantage over their competitors and enable the businesses to earn maximum profit.
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Apriliandini, Venny, and Annaria Magdalena M. "Analisa Efisiensi Biaya promosi Dalam Meningkatkan Volume Penjualan Pada PT . PDAM Tirta Pakuan Bogor." Jurnal Ilmiah Akuntansi Kesatuan 4, no. 2 (July 27, 2018): 106–11. http://dx.doi.org/10.37641/jiakes.v4i2.94.
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Promotion is an activity conducted by the company with the aim to inform, persuade, and affect consumers in choosing or buying a product offered by the company. With cost efficiency promotion budgeted by several companies proved in significant sales volume reduced or in other words, sales volumes remained stable. Thus, the expected income will be optimal. Therefore, it is important to support the cost of promotional sales, and at the same time keep the efficiency of budgetary expenditures or budget these costs to keep sales and income increased. The purpose of this study was to analyze the cost efficiency of the campaign carried out by the PDAM to improve or stabilize sales volume. So that management can have a view of realization and evaluation costs promotion sales volume. The research results showed that PDAM Tirta Pakuan are to improve efficiency in its promotional activities. This is indicated in the year 2013, PDAM realization promotional costs lower than its promotional budget. But volume sales in 2013 PDAM did not experience a significant decrease in sales volume, thus can be said sales volume in 2013 remained stable as in previous years. Evaluation results from these studies show that the efficiency of the cost of promotion does not significantly affect the sales volume into decreasing. By applying the cost efficiency of volume sales promotion, we can conclude that PDAM remain stable, and PDAM is spending lower costs for promotional activities. Therefor, profits or advantages from the company will increase compared to the previous year.
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Wittock, Nathalie. "Sales Promotion Techniques and VAT." EC Tax Review 27, Issue 3 (May 1, 2018): 127–38. http://dx.doi.org/10.54648/ecta2018014.
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Sales promotion is often a key component within a company’s promotional campaign. Sales promotion consists of the use of a number of sales promotion techniques (SPTs). Although the use of SPTs is common practice, the VAT treatment and consequences of the use of SPTs are uncertain, wherefore this often gives rise to a VAT cost. The article contents how the use of SPTs can be brought (more) in accordance with the principle of neutrality, based on which the VAT should in principle not bear on businesses, but on final consumers only. The article thereby mainly focusses on SPTs whereby a sales promoter himself offers a benefit to a customer as a SPT.
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Anggreini, Mutia Erda, Fifi Hasmawati, and Anita Trisiah. "Strategi Komunikasi Pemasaran Anggrek Souvenir dalam Mempromosikan Produk." Pubmedia Social Sciences and Humanities 1, no. 3 (January 14, 2024): 18. http://dx.doi.org/10.47134/pssh.v1i3.176.
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This research is entitled "Orchid Souvenir Marketing Communication Strategy in Promoting Products". The aim of this research is to find out what marketing communication strategies Anggrek Souvenir uses in promoting products. This research uses descriptive qualitative methods, collecting data through observation, interviews and documentation. This research uses the concept of marketing mix theory and promotion mix. The results of this research, Orchid Souvenir, apply the concept of marketing mix theory which consists of product, price, place and promotion. and the concept of promotional mix theory, namely advertising, sales promotion, personal/face-to-face selling, public relations and direct marketing to promote products to buyers. Of all the promotional mixes implemented by Anggrek Souvenir, the advertising strategy carried out by posting product photos on social media is not very active and utilized, even though nowadays other business people use social media to promote their products. However, sales promotion is the most effective strategy used by Anggrek Souvenir in promoting its products.
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Umar, M. J., and U. B. Abdulmutallib. "Sales Promotion as a Tool for Improving Customer-Based Brand Equity in Kano Metropolis." Kashere Journal of Education 3, no. 1 (June 16, 2022): 182–86. http://dx.doi.org/10.4314/kje.v3i1.22.
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Managing and building strong brand is seen today as the main goal of every organization. Having a strong brand is significant important to every organization as it result in having greater customers, achieving competitive advantage and brand extension. However, marketing researchers have not address how strong brand (brand equity) may be managed, built and improved through sales promotions. The study investigated sales promotion as a tool for improving customer-based brand equity by business organizations within Kano metropolis. The paper is conceptual. Therefore, it concludes that sales promotion as a promotional tool has a significant improvement on customer-based brand equity in Kano metropolis. Therefore, to have strength in terms of market leadership and market share, organizations must pay higher attention to their marketing activities such as sales promotion and this can be achieved by improving on the quality and awareness of the brand product and services. It is therefore, recommended that sales promotion should be strengthened and used by the organizations to create and manage strong brand as it have a positive impact on the attribute of brand knowledge which are believed to have an improvement on customer-based brand equity.
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Gong, Yanping, Wei Hou, Qin Zhang, and Shuang Tian. "Discounts or gifts? Not just to save money." Journal of Contemporary Marketing Science 1, no. 1 (September 3, 2018): 53–75. http://dx.doi.org/10.1108/jcmars-08-2018-0009.
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Purpose Decision theory holds that the ambiguity of decision information affects the choices of decision makers, who have the emotion of “ambiguity aversion” when making fuzzy decisions. The purpose of this paper is to explore the neural mechanism how the information ambiguity of different sales promotion strategies influences consumers’ purchasing decision. Design/methodology/approach The paper uses the event-related potential (ERP) technique and experiment. Findings Results indicate that the information ambiguity of sales promotion strategies did influence the purchasing decision of consumers, and there were significant differences in the amplitudes of brain wave P2, N2 and P3 when consumers encountered the sales promotions of different types (discounts and gift-giving). This reflects the difference in perceived risk, decision-making conflict and decision-making attitude. It means that compared with discounts, the perceived risk and difficulty increased while the decision-making confidence plunged when consumers were faced with gift-giving promotions. This finding gives an explanation on the neural level why consumers prefer discounts, rather gift-giving sales promotions. Practical implications For the merchants to promote commodities online, it is suggested that the actual benefit from the sales promotion should be specified to reduce the ambiguity of sales promotion information. As the neuromarketing develops, merchants have obtained more effective approaches to study marketing strategies. Originality/value One of the theoretical contributions this paper made is that the authors innovatively explored the consumer’s preference to online sales promotion strategies from the perspective of fuzzy decision. Second, the authors adopted the ERP technique to study the influence of the ambiguity of sales promotion information on the consumer’s purchasing behaviors. Third, this study provides an explanation for why consumers prefer the sales promotion type of discounts according to the neural mechanism of decision making.
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Srivastava, Shweta, and Anand Sharma. "A Study Of Attitude And Perceptions Of Pharmaceutical Value Chain Members Towards Consumer Promotions." Paradigm 14, no. 2 (July 2010): 45–55. http://dx.doi.org/10.1177/0971890720100206.
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This study is an attempt to analyze the attitude of pharmaceutical value chain members towards sales promotion schemes. The researchers have studied the factors that managers/sales staff believe are important for the company to offer trade/consumer promotions. It has been observed that consumer promotions are focused on long term as well as short term goals. The study also revealed that there is a close relationship between sales promotion and the structural variables of the company. So it is recommended that companies should critically analyze its structural variables before formulating and implementing its sales promotion strategies. Collected data have been analyzed to extract as much as the underlying factors.
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Prakasa Restuputra, Made Dio, and Gede Bayu Rahanatha. "PROMOSI PENJUALAN, STORE ATMOSPHERE, DAN BRAND IMAGE BERPENGARUH TERHADAP REPURCHASE INTENTION." E-Jurnal Manajemen Universitas Udayana 9, no. 8 (August 3, 2020): 3019. http://dx.doi.org/10.24843/ejmunud.2020.v09.i08.p07.
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Drinking coffee habit in Denpasar, creates an opportunity to attract consumers to repurchase intention. Factors that influence the occurrence of repurchase intention include sales promotions, store atmosphere, and brand image. Purpose of this study are to determine the effect of sales promotion, store atmosphere, and brand image on repurchase intention. This research is conducted on consumers Excelso Cafe products. Sample are 112 respondents with purposive sampling. Data collection is carried out by questionnaire, analyzed by multiple linear regression. Based on the results, sales promotions have a significant positive effect on repurchase intention, store atmosphere has a significant positive effect on repurchase intention, brand image has a positive and significant effect on repurchase intention. Sales promotion, store atmosphere, and a good brand image greatly affect repurchase intention. Excelso should pay more attention to sales promotions, store atmosphere, and brand image felt by consumers in order to increase repurchase intention from consumers.
Keywords: sales promotion, store atmosphere, brand image, repurchase intention
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Novalinda, Rina. "Strategi Dan Pengaruh Promosi Dalam Meningkatkan Penjualan Kacamata Di Optik Jaya Padang." Jurnal Penelitian Dan Pengkajian Ilmiah Sosial Budaya 1, no. 1 (August 24, 2022): 196–205. http://dx.doi.org/10.47233/jppisb.v1i2.611.
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This scientific paper discusses the strategy and influence of promotion in increasing sales of glasses at Optical Jaya Padang. The aim is to find out the promotion strategy and how much influence the promotion has on sales made by Optical Jaya Padang. The type of research that the author uses is descriptive qualitative, where the methods used are observation and interviews. The author conducted interviews with respondents, the respondents who the authors mean are employees of Optical Jaya. After conducting interviews, the authors make observations or observations that aim to make the data that the author can be more complete and real. From the results of the study, it was found that the promotion carried out by Optical Jaya Padang was very important in increasing sales. The author suggests that Optical Jaya is always consistent in carrying out promotional activities so that the promotions carried out are more effective and can benefit Super Optical.
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Cahya, Agus Dwi, Fadhilla Ajeng Aqdella, Asfarina Zahrotul Jannah, and Hesthi Setyawati. "MEMANFAATKAN MARKETPLACE SEBAGAI MEDIA PROMOSI UNTUK MENINGKATKAN PENJUALAN DI TENGAH PANDEMI COVID-19." SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business 4, no. 3 (July 1, 2021): 503–10. http://dx.doi.org/10.37481/sjr.v4i3.329.
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This research examines the company's strategy to survive the product by using promotional media to increase sales in the midst of a pandemic by using the marketplace as a promotional medium. With the development of internet technology, the way of transacting and promoting changes. Transaction and promotion processes are carried out by utilizing internet media, one of which is using E-commerce E-commerce is a process of buying and selling through internet media that is able to streamline time, one of which is to improve the promotion process. The role of e-commerce has a positive impact, one of which is to increase the promotion process. Some of the e-commerce platforms that support are Lazada, Shopee. and Tokopedia. The method in this research is using descriptive qualitative method with the object of research is UMKM Jaka. On the other hand, the massive use of digital marketing has been made to increase sales in the marketplace. Marketplace as a manifestation of e-commerce is used as an innovation or change in sales methods. This research reveals that during the pandemic, consumers almost forgot about the brand, so the most appropriate communication promotion media to increase sales is through the marketplace. Digital behavior is driving the expansion of online consumers to increase sales amid the pandemic.
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Keller, Wiebke I. Y., Barbara Deleersnyder, and Karen Gedenk. "Price Promotions and Popular Events." Journal of Marketing 83, no. 1 (November 19, 2018): 73–88. http://dx.doi.org/10.1177/0022242918812055.
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Managers often use popular events, such as the Olympics, to advertise their brands more heavily. Can manufacturers and retailers capitalize on these events to enhance the response to their price promotions? This study empirically examines whether the sales response to price promotions is stronger or weaker around events than at nonevent times, and what factors drive this relative promotion response. Studying 242 brands from 30 consumer packaged goods categories in the Netherlands over more than four years, the authors find that a price promotion offered around a popular event often generates a stronger sales response than the same promotion at nonevent times, with a price promotion elasticity that is 9.3% larger, on average, during events. Still, the variance in relative promotion response across brands and events is high, and the authors identify several drivers that managers should consider before shifting promotions toward event times. Currently, managers often do not take these drivers into account. This study provides guidelines to improve promotional timing decisions in relation to popular events.
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Kim, Yongbum, and Jayoung Choi. "Boomerang Effects of Sales Promotion: Focused on Sales Promotion Type and Brand Reputation." korean management review 48, no. 4 (August 31, 2019): 913–33. http://dx.doi.org/10.17287/kmr.2019.48.4.913.
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Al Riyami, Moosa. "Effect of Sales Promotion on Consumers Towards Fast-Moving Consumer Goods in Al-Dakhliyah Governorate." Archives of Business Research 9, no. 1 (January 17, 2021): 24–35. http://dx.doi.org/10.14738/abr.91.9558.
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The importance of consumer sales promotion in the marketing mix of the fast moving consumer goods (FMCG) category throughout the world has increased. Companies spend considerable time in planning such activities. However, there are few studies conducted in the Middle East to find out effectiveness of promotions. This aims to investigate consumer’s perceptions regarding sales promotion. Results indicate that there is a moderate correlation between consumers’ expectations and sales promotion in Al-Dakhliyah Governorate.
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Tedsungnon, Panya. "Clothing Sales Promotion Activities: Social Media Marketing Aspects." Journal La Bisecoman 1, no. 2 (May 20, 2020): 15–19. http://dx.doi.org/10.37899/journallabisecoman.v1i2.95.
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This article aims to increase clothes sales promotion activities on aspects of social media marketing. Marketing activities are aimed at making the product acceptable and then the product is liked by the market. With this sales promotion costs are generally lighter and the results achieved can be done in the short term. Clothing sales promotion using social media Facebook will be available with advertising facilities such as sponsored stories, CPC, Facebook page post ads, pages like Ads. Use status and tweet which is the simplest way of promotion. Instagram is this media used by teenagers who have smartphones. Use status and tweet which is the simplest way of promotion. Tendency of clothing sales promotions expect after buying, consumers will have the brand loyalty they bought
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Segun Ogunmuyiwa, Michael. "The Influence of Publicity and Sales Promotion on Marketing Performance in Nigeria." Athens Journal of Business & Economics 8, no. 1 (September 20, 2022): 451–64. http://dx.doi.org/10.30958/ajbe.8-1-4.
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Sales promotion and publicity are key promotional marketing tools which have assisted organizations to wax stronger in a global competitive environment. This study investigates the significance of publicity and sales promotion in Nigeria. The research design adopted for this study is survey research design while the sampling technique adopted is simple random sampling technique The Chi-square method is used to test the hypothesis based on the responses from the five-point Likert rating scale of the structured questionnaire. The findings reveal that publicity and sales promotion are veritable tools for achieving organizational marketing goals in a competitive marketing environment. It is recommended that publicity and sales promotion should be well utilized to stimulate customers demand, boost organizational reputation without detriment to product quality and performance. JEL Codes: M31, M37 Keywords: publicity, sales promotion, digital marketing era, promotion mix, marketing tools, marketing performance
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Susilowati, Isnurrini Hidayat. "Bauran Promosi Sebagai Media Komunikasi Pasca Pandemi Covid 19 pada Syuger Café." Jurnal Perspektif 21, no. 1 (March 16, 2023): 69–78. http://dx.doi.org/10.31294/jp.v21i1.15496.
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The pandemic of Covid 19 occurred since 2020 has caused many sectors affected, such as the culinary sector, its market not only in beverage products but also foods which are currently mostly vintage. The concept chosen by millennials whose hobby of looking for aesthetic photo locations. To be able to maintain and develop a culinary business, a marketing strategy is needed, especially proper promotion after the pandemic of Covid 19. Syuger Café is able to compete in carrying out the promotion mix. The purpose of this study is to determine the marketing mix strategies of Syuger Café. This study uses a qualitative descriptive method and quantitative by analyzing the promotion mix strategies. With the promotion mix strategy, the sales will increase in the next period. The results of the study found that Syuger Café has carried out all promotional strategies based on the promotion mix as a medium of communication to the public. . Sales promotions about discount programs uploaded via Instagram have become an important component of the promotional mix at Syuger Café after the Covid 19 Pandemic by informing them of competitive prices and the existence of discount promos. Promotions from indiviuals can be more effective because marketers can touch consumers' emotions so that it is expected to expand the market and form the loyal consumer. After the marketing mix strategy is carried out, sales forecasting is carried out for the February 2023 period with results using the 3 monthly Moving Average method better than the Exponential Smoothing method. Keywords : The Promotion Mix, Communication Media, Semi Average and Exponential Smoothing.
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Kuncoro, Amin, Agus AJi Samekto, and Widji Astuti. "The Impact of Positive Emotions of Purchasing Mediated Sales Promotion for Lifestyle and Hedonic Shopping Motivation." Equilibrium: Jurnal Ekonomi Syariah 11, no. 1 (June 9, 2023): 199. http://dx.doi.org/10.21043/equilibrium.v11i1.21583.
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<p>The aim of this research is to examine and analyze sales mediation promotions on the effect of lifestyle and hedonic shopping motivation on positive emotions. The research design uses a quantitative descriptive research with causality. The population and sample are students who use online purchasing applications in the City of Kudus, totaling 248 respondents. The results of the study explain that promotion mediates sales on the influence of lifestyle and hedonic shopping motivation. Because the role of sales promotion thereby increasing positive emotions. This proves that in essence sales promotion, especially sales using online applications, is able to foster hedonic shopping motivation.</p>
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Nurhayati, Nurhayati, Derita Silitonga, and Budiman Purba. "THE EFFECT OF ADVERTISING AND SALES PROMOTION ON CONSUMER PURCHASE DECISIONS ON TIKTOK SHOP." Dharmawangsa: International Journal of the Social Sciences, Education and Humanitis 4, no. 3 (November 1, 2023): 98–103. http://dx.doi.org/10.46576/ijsseh.v4i3.3732.
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ABSTRACTThis research aims to identify Sales promotions are a form of direct promotion that offers customers additional incentives or value for a product. Sales promotions encompass a wide range of tools, primarily those designed to encourage a faster or stronger market response. One of the best ways to communicate with customers is through promotions. And one of the ways most often used by marketing to introduce goods to customers is advertising. Researchers used Slovin's idea as a sampling technique. Current advertising is positive but not significant to purchasing decisions. This may be due to too much ineffective promotion or a lack of it. Interesting advertisement. Today, sales promotions through discounts and contests and events strongly influence purchasing decisions; this must be maintained and improved. Consumers today are more motivated to buy goods on Tiktok stores through discounts rather than contests or events held.Keywords: Advertising, Sales Promotion, Purchase Decisions
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Fikriando, Eko, Ramadhi Ramadhi, and Relifra Relifra. "Pengaruh Promosi Penjualan, Kualitas Produk, Harga dan Daya Saing Perusahaan Terhadap Penjualan Produk PT. Gudang Garam, Tbk pada Area Penjualan Kota Padang." Miftah : Jurnal Ekonomi dan Bisnis Islam 1, no. 2 (October 25, 2023): 132–42. http://dx.doi.org/10.61231/miftah.v1i2.162.
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This research aims to determine the extent of the analysis regarding the influence of sales promotions, product quality and price on company competitiveness and its impact on product sales (case study analysis at PT. Gudang Garam, Tbk). This research consists of four independent variables, namely sales promotion, product quality, price and competitiveness and one product sales variable as the dependent variable. Sampling in this research used purposive sampling in which a sample of 100 respondents was obtained. Multiple linear regression analysis method, t-test, F-test and determination test. Based on the research results, it was found that: a) there is a positive and significant influence of sales promotion on product sales, b) there is a positive and significant influence of product quality on product sales, c) there is no significant influence of price on product sales, d) there is a positive and significant influence of competitiveness on product sales, e) there is an influence of sales promotion, product quality, price and competitiveness on product sales
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Kurniawan, Moh Zaki. "Peran Literasi Keuangan, Harga, Dan Promosi Penjualan Pada Perilaku Konsumtif Generasi Z." Ekonika : Jurnal Ekonomi Universitas Kadiri 8, no. 1 (April 30, 2023): 151–62. http://dx.doi.org/10.30737/ekonika.v8i1.3636.
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This research intends to determine the influence of financial literacy, price, and sales promotion on the consumptive behavior of Generation Z. Purpose sampling technique is used to take samples from Generation Z in Blitar Regency. This study uses ordinary least squares to determine the effect of financial literacy, price, and sales promotion on the consumptive behavior of Generation Z. The research shows that financial literacy does not have an influence on the consumptive behavior of Generation Z. Prices and sales promotions influence the consumptive behavior of Generation Z. For financial literacy, price, and sales promotion simultaneously influence the consumptive behavior of generation Z.
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Peattie, Sue. "The Use of Sales Promotion Competitions in Social Marketing." Social Marketing Quarterly 5, no. 1 (March 1999): 22–33. http://dx.doi.org/10.1080/15245004.1999.9961034.
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It has been suggested that many social marketing campaigns fail because they assign advertising the primary role and fail to develop and use all of the available marketing mix tools. In addition, social advertising has to compete for the public's attention with increasingly costly and sophisticated commercial marketing campaigns. This has led to a growing interest in sates promotion techniques for social marketing. Despite the increasing use of sales promotion techniques in the commercial sector, they have never received the academic scrutiny given to advertising. These techniques have traditionally been “bundled” together, with the research conducted being dominated by value-increasing promotions (those which alter the product/price “deal”) involving money-off, coupons or “x % extra for free.” These promotional techniques are the least appropriate for social marketing campaigns, which rarely involve either a tangible product or an economic price. Value adding campaigns (those which introduce benefits not directly connected to the core product or its price) such as promotional competitions (also known as contests and sweepstakes) or give-aways, are the most suitable for social campaigns but the least well understood in terms of research. This paper discusses alternative “below-the-line” promotional tools and demonstrates how promotional competitions - in particular - can help with the distinctive communication challenges faring social marketers. Experience and research from the commercial sector is used to suggest guidelines for planning competitions.
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Chandra, Ariyanto, and Meita Pragiwani. "Analysis Of The Effect Of Promotion Mix Implementation On Consumer Decisions In Using Flight Services Pt. Sriwijaya Air Rute Tanjung Karang – Jakarta." Indonesian Journal of Business, Accounting and Management 2, no. 02 (December 10, 2019): 69–77. http://dx.doi.org/10.36406/ijbam.v2i02.590.
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This study is directed to determine the effect of the promotion mix, namely advertising, personal selling, sales promotion, public relations and publication and direct marketing of the decision to use Sriwijaya Air flight services.
To answer the objectives set in this study, questionnaires were used as a tool to collect data relating to advertising variables, individual sales, sales promotions, public relations and publications, direct marketing and the decision to use Sriwijaya Air flight services distributed to 155 respondents of Sriwijaya Air passengers. . The collected questionnaire data is then processed using multiple linear regression inferential statistics with SPSS 17.
The results of multiple linear regression analysis can be seen that the independent variables include advertising, private sales, sales promotion, public relations and publication, and direct marketing simultaneously have a significant effect on the decision to use Sriwijaya Air flight services. Partially advertising, sales promotion, public relations and publications, direct marketing has a positive and real effect on the decision to use Sriwijaya Air flight services. While personal selling do not have a significant effect on the decision to use Sriwijaya Air flight services.
The results of this study can provide input to Sriwijaya Air airlines to improve and make adjustments to the formulation and implementation of the promotional mix strategy to improve the decision to use Sriwijaya Air air transport services which currently can only explain the variation in the dependent variable changes by 29.2%.
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Venkatesh, Gummadi, Mr G. Subbareddy, and Dr Venkata Rangaiah. "Promotional Activities At Dobro Toyota." Think India 22, no. 2 (May 16, 2019): 47–54. http://dx.doi.org/10.26643/think-india.v22i2.7954.
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This particular topic is chosen because every organization required promotion to promote their product and services. Sales promotions re playing a vital role in today's market. So it is important to know how far these promotional activities are creating brand awareness in the minds of the customer and influencing them to go for the products and services and also the need to increase the quality, creativity and utilization of technology in the distribution and sales promotions.
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Dubey, Manish, Siddharth Saini, and Srishti Umekar. "STUDY AND ANALYSIS OF CONSUMER BUYING BEHAVIOR IN RETAIL MARKET." International Journal of Engineering Technologies and Management Research 3, no. 11 (January 30, 2020): 1–6. http://dx.doi.org/10.29121/ijetmr.v3.i11.2016.66.
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The aim of this study are determining the impact of the most used tools of sales promotion in retail sector such as coupons, sample, price discount and buy one get one free on consumer buying behavior from two aspects are brand switching and customer loyalty. Consumer promotions should stimulate purchases, sustain brand-name recognition, and gain audience participation. Themes are underlying messages. Media should be selected. In this way include direct mail, newspapers, magazines, television, the personal sales force, and group meetings. The duration of a sales promotion is set. The feasibility of shared sales promotions is weighed.
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Kurniawan, Teuku Reza. "PENGARUH PROMOSI PENJUALAN TERHADAP KEPUTUSAN KONSUMEN MENGINAP DI HOTEL THE PREMIERE PEKANBARU." Eko dan Bisnis: Riau Economic and Business Review 11, no. 1 (March 30, 2020): 20–28. http://dx.doi.org/10.36975/jeb.v11i1.254.
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The purpose of this study is to determine the effect of Sales Promotion on Consumer Decisions to Stay at The Premiere Hotel Pekanbaru. Because sales promotion is one of the main factors supporting the success of a company to market its products, in addition to being seen from how consumers' decisions in determining their choices. The population in this study was 64,738 consumers who stayed at The Premiere Hotel Pekanbaru. Thus the number of samples is 100 consumers. From the results of the analysis formulated a simple linear regression equation with the equation Y = 12.050 + 0.733X. Where, the constant is 12,050, meaning that if the independent variable X (sales promotion) value is 0, then the dependent variable Y (consumer's decision) is 12,050. The variable regression coefficient X (sales promotion) of 0.733 means that if the sales promotion has increased by 1 point, then the consumer's decision will also increase by 0.733. Positive coefficient means that there is a positive relationship between sales promotions with consumer decisions. The higher the sales promotion, the consumer's decision will increase. The test results of the significant test (t), obtained tcount of 8.885 is greater than t table with a ttable value of 1.984, with a significance level of 0.000 <0.05. Thus it means that the sales promotion variable (X) significantly influences the purchase decision variable (Y). So it can be concluded that the sales promotion has a significant effect on consumer decisions to stay at The Premiere Hotel Pekanbaru. R square values (R2) of 0.446 or 44.6% were obtained. This shows that changes in the value of consumer decisions are influenced by changes in the value of the free variable sales promotion by 44.6% while 55.4% is determined by other variables that are not in this research model.