Effect of Sales Promotions on Consumer Buying Behavior in Branded Apparels in India.
Effect of Sales Promotions on Consumer Buying Behavior in Branded Apparels in India.
Abstract
INTRODUCTION
Basically, promotion is first introduced in the 4Ps of marketing. The four Ps represents the marketing mix (Product, Price, Place & Promotion) and the promotional mix is the important term used to explain the set of tools of the business. This is applied to achieve benefit of its products and services from its consumer and the followings are (Advertising, Public relation, Direct marketing, Personal selling and Sales promotion). Basically sales promotions strategies used as a short-term technique tool which principal objective is to influence the ultimate buyers to try a brand or change their mind to another brand. Does consumption respond to promotion? Many studies have focused on the effects of promotion on brand switching, purchase quantity, and stockpiling and have documented that promotion makes consumers switch brands and purchase earlier or more. The consumers‘ consumption decision has long been ignored, and it remains unclear how promotion affects consumption (Blattberg et al. 1995) Wansink and Deshpande (1994) show that when the product is perceived as widely substitutable, consumers will consume more of it in place of its close substitutes. They also show that higher perishability increases consumption rates. Throughout the world, consumer sales promotions are an integral part of the marketing mix for many consumer products. Marketing managers use price-oriented promotions such as coupons, rebates, and price discounts to increase sales and market share, entice trial, and encourage brand switching. Non-price promotions such as sweepstakes, frequent user clubs, and premiums add excitement and value to brands and may encourage brand loyalty (e.g., Aaker 1991; Shea, 1996). A large body of literature has examined consumer response to sales promotions, most notably coupons (e.g.. Sawyer and Dickson, 1984; Bawa and Shoemaker, 1987 and 1989; Gupta, 1988;
Abstract
INTRODUCTION
Basically, promotion is first introduced in the 4Ps of marketing. The four Ps represents the marketing mix (Product, Price, Place & Promotion) and the promotional mix is the important term used to explain the set of tools of the business. This is applied to achieve benefit of its products and services from its consumer and the followings are (Advertising, Public relation, Direct marketing, Personal selling and Sales promotion). Basically sales promotions strategies used as a short-term technique tool which principal objective is to influence the ultimate buyers to try a brand or change their mind to another brand. Does consumption respond to promotion? Many studies have focused on the effects of promotion on brand switching, purchase quantity, and stockpiling and have documented that promotion makes consumers switch brands and purchase earlier or more. The consumers‘ consumption decision has long been ignored, and it remains unclear how promotion affects consumption (Blattberg et al. 1995) Wansink and Deshpande (1994) show that when the product is perceived as widely substitutable, consumers will consume more of it in place of its close substitutes. They also show that higher perishability increases consumption rates. Throughout the world, consumer sales promotions are an integral part of the marketing mix for many consumer products. Marketing managers use price-oriented promotions such as coupons, rebates, and price discounts to increase sales and market share, entice trial, and encourage brand switching. Non-price promotions such as sweepstakes, frequent user clubs, and premiums add excitement and value to brands and may encourage brand loyalty (e.g., Aaker 1991; Shea, 1996). A large body of literature has examined consumer response to sales promotions, most notably coupons (e.g.. Sawyer and Dickson, 1984; Bawa and Shoemaker, 1987 and 1989; Gupta, 1988;