A Benefit Congruency Framework of Sales Promotion Effectiveness Are monetary savings the only explanation for consumer response to a sales promotion? If not‚ how do the different consumer benefits of a sales promotion influence its effectiveness? To address the first question‚ this research builds a framework of the multiple consumer benefits of a sales promotion. Through a series of measurement studies‚ the authors find that monetary and nonmonetary promotions provide consumers with different levels
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An Empirical View of the Different Types of Consumer Promotions in India Authors: Priya Jha-Dang and Abraham Koshy Abstract The paper provides an empirical view of the range of promotions launched in the Indian market place from 1996 to 2003. The different promotions include free gift offers‚ price offs‚ extra product offers‚ exchange offers‚ buy-more-and-save offers‚ contests and sweepstakes. The most frequently launched promotion is the free gift offer followed by the sweepstake offer and
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Chapter 3 Literature Review of Sales Promotion schemes and Consumer Preference. 3.0 Promotion and Consumption 3.1 Sales promotion Schemes and Consumer Preference 3.2 Brand Equity Measurement 3.3 Sales Promotion Types and Preferences 3.4 Valence of a promotion 3.5 When Promotion is Informative 3.6 Perceived discount 3.7 Store Image 3.8 Name Brand Vs Store Brand 3.9 Change in Purchase intention due to Sales promotions 3.10 Promotion threshold 3.11 Consumer Price Formation : Reference Prices 3.12 Price
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Comparison study of sales promotional strategies of Maruti & Honda cars customers with special reference to Kollam District INTRODUCTION The automobile products occupy an important role in fulfilling the basic needs of human beings. In India‚ there are tremendous changes in the automobile industry. The industry has observed higher rate of growth economically‚ industrially &technologically. This has led to good market for automobile products particularly in four wheelers segments
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Definition of sales promotion * An early def. of sales promotion :’Includes all those activities ‚which enhance and support mass selling and which compete and or coordinate the entire promotional mix and make the marketing mix more effective”. (John F Luick and Wiliam L Zeigher‚Sales Promotion & Modern merchandising‚TMH‚1968) * In a specific sense ‚sales promotion includes those sales activities that supplement both personal selling and advertising and coordinate them and help to make
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Marketing Sales Promotion Sales promotion is one of the five aspects or elements of promotional mix. Promotional elements are advertising‚ personal selling‚ public relations‚ sales promotion and direct marketing. Sales and promotion is the fourth one. Sales promotion is a fast process that makes the people to be aware of some kind of good and services and increases their interests in buying those good or service‚ sales promotion is for all kind of customers. Sales promotion is one of the main
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MARKETING AND PROMOTION Promotion is part of marketing which can be considered as one of the youngest disciplines in the business world and is driven by innovation (Sutheralnd and Canwell‚ 2004). Within it‚ marketing communications‚ or promotion‚ is a management process through which an organization engages with its various audiences. Through understanding and audience’s communications environment‚ organizations seek to develop and present messages for their identified stakeholder groups‚ before
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Sales Promotion Sales promotion is any initiative undertaken by an organisation to promote an increase in sales‚ usage or trial of a product or service Sales promotions are varied. Often they are original and creative. Buy-One-Get-One-Free (BOGOF) - which is an example of a self-liquidating promotion. For example if a loaf of bread is priced at $1‚ and cost 10 cents to manufacture‚ if you sell two for $1‚ you are still in profit - especially if there is a corresponding increase in sales.
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A) SALES PROMOTION -Stimulation of sales achieved through contests‚ demonstrations‚ discounts‚ exhibitions or trade shows‚ games‚ giveaways‚ point-of-sale displays and merchandising‚ special offers‚ and similar activities. -Sales promotions are the set of marketing activities undertaken to boost sales of the product or service. -The media and nonmedia marketing pressure applied for a predetermined‚ limited period of time at the level of consumer‚ retailer‚ or wholesaler in order to stimulate
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A REPORT ON STREAMILING OF HUB AND SPOKE DISTRBUTION THROUGH TRADE PROMOTION By MOHAMMED SAROSH MOHIYUDDIN PEPSI FOODS PRIVATE LTD. A REPORT ON STREAMILING OF HUB AND SPOKE DISTRBUTION THROUGH TRADE PROMOTION By MOHAMMED SAROSH MOHIYUDDIN 06BS1827 A report submitted in partial fulfillment of the requirements of MBA Program of ICFAI Business School Distribution List: 1. Pepsi Foods Pvt Ltd. 2. ICFAI Business School TABLE OF CONTENTS Particulars
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