Sales Promotion as an Effective Tool in Achieving Organizational Objective.
TABLE OF CONTENT
TITLE PAGE i
CERTIFICATION ii
DEDICATION iii
ACKNOWLEDGEMENT iv
ABSTRACT v
CHAPTER ONE
1.0 INTRODUCTION 1
1.1 BACKGROUND OF THE STUDY 1
1.2 STATEMENT OF THE PROBLEMS 2
1.3 OBJECTIVE OF THE STUDY 3
1.4 RESEARCH QUESTIONS 3
1.5 HYPOTHESIS OF THE STUDY 3
1.6 SIGNIFICANCE OF THE STUDY 4
1.7 SCOPE OF THE STUDY 4
1.8 LIMITATION OF THE STUDY 4
1.8 DEFINITION OF TERMS 4
1.9 HISTORICAL BACKGROUND OF THE CASE STUDY 5
CHAPTER TWO
2.0 LITERATURE REVIEW 7
2.1 CONCEPTUAL FRAMEWORK 7
2.1.2 SALES PROMOTION TOOL 7
2.1.3 SALES PROMOTION STRATECGIES 10
2.1.4 FACTORS INFLUENCING SALES PROMOTION 11
2.1.5 CONSUMER BUYING BEHAVIOUR 13
2.2 THEORETICAL FRAMEWORK 14
2.2.1 SALES PROMOTION THEORY 14
2.3 EMPIRICAL FRAMEWORK 16
2.4 SUMMARY 16
2.5 RESEARCH GAPS 17
CHAPTER THREE
3.0 RESEARCH METHODOLOGY 18
3.1 METHOD AND SOURCES OF DATA COLLECTION 18
3.2 POPULATION SIZE 19
3.3 RESEARCH DESIGN 19
3.4 SAMPLE SIZE 19
3.5 METHOD OF DATA ANALYSIS 20
3.6 DATA COLLECTION INSTRUMENT 20
CHAPTER FOUR
4.0 DATA ANALYSIS AND PRESENTATION OF RESULT 21
4.1 INTRODUCTION 22
4.2 PRESENTATION OF DATA 24
4.3 ANALYSIS OF RESPONSE 25
4.4 HYPOTHESIS TESTING 27
CHAPTER FIVE
5.0 SUMMARY, CONCLUSION AND RECOMMENDATION 28
5.1 SUMMARY 28
5.2 CONCLUSION 29
5.3 RECOMMENDATION 29
REFERENCES 31
QUESTIONNAIRE 32
INTRODUCTION
Background of the Study
Promotion is a tool that is used by the retailers or manufacturer to invite consumers to purchase more. The results which we get by the sales promotion is the use of high amount of reserve, inviting a lot of new customers and additional increase in sales.
Although all the marketing activities are linked with sales promotions that gives outcome in growing consumer purchases and improving intermediaries or retailer’s efficiency and co-operation.
According to Withier & Moore (2007) many purchase situations are so usual that shoppers conduct a very minor cognitive activity.
Actually, it is hard to stimulate behavior such as brand switching or increasing in the number of units purchased. The rising interest in the use of sales promotion as a marketing strategy has resulted in a surprising growth of research in this area.
For instance, there is a huge body of literature on consumer response due to sales promotions. The increasing interest in the use of sales promotion as a marketing tactic has resulted in an unusual growth of research in this area.
Sales promotions consist of a huge variety of temporary planned promotion tools which plan is generating a preferred response from the consumer (Gilbert and Jackaria, 2002). One of sales promotion tools benefit is that it can encourage the consumers to think and evaluate brand and purchase opportunities.
Hence, different types of promotion tools and promotion strategies are utilized by the marketers so that they can know consumer first choice and boost their sales.
This reality indicates that many consumers are easily temped when they recognize the term Sale Promotion.
According to Gilbert (1999), other than price lessening, coupons or refund given by the retailers as well as other marketing tools such as free sample and buy-one-get-one-free were found to be inducing consumer buy more then they expect.
REFERENCES
Abdallat, M. and El-Emam, M. (2001): Consumer Behaviour Models in Tourism, King Saud. University, Saudi Arabia
Adcock, D., Halborg, A. and Ross, G. (2001): Marketing Principles and Practice. 4th Pearsons Education, Harlow, England.
Aderemi, S.A. (2003): Marketing Principles and Practice. Mushin: Concept Publication Limited.
Alvarez, B.A and Casielles, R.V. (2005): Consumer Evaluation of sales Promotion: The Effect on Brand choice. Eur. J. Mark., Vol. 39, pp 54-70.
Belch G.E and Belch, M.A (1998): Advertising and Promotion: An Integrated Marketing Communication Perspective.4th Edition.Irwin/ McGraw- Hill, Boston, Mass.
Berkowitz, K., Harley, R., Kerin, R.A. and Rudelius, W. (1994): Marketing, 4th Ed Irwin, Boston.
Cravens, D.W. (2000): Strategic Marketing, 6th Edition, McGraw- Hill, Irwin.
Davidson, W.R., Sweeney, D.J. and Stampfi, R.W. (1984): Retailing Management. 5th Edition, John Wiley and Sons, New York
Doyle, P. and Saunders, J. (1985): The Lead Effect of Marketing Decisions. Journal of Marketing Research, Vol. 22, pp54-56.
Be the first to comment