… The Editors shall not be responsible for any error, omission and plagiarism. To offer buyers additional value as an inducement to generate an immediate sale. This work also highlights the importance of integrating the advertising with different promotional activities to improve the growth of sales of a product. 5. Some companies distribute coupons among its shareholders. Attractive prizes are given to the winners of the contest. A rebate is an amount paid by way of reduction, return, or refund on what has already been … Disclaimer 9. Five important sales promotion techniques namely, Rebate & Discount offer, Coupon, Loyalty Programs, Price Packs and Contests are considered in this research. A. In this case, different self-reported appraisals, which we can associate with different utility functions, would imply different demand curves. However, they are not always capable of achieving their goal, since, although they may reach their objective in the short term, when the longer term is considered there are undesirable consumer actions. This study found out that sales promotion is most effective on the consumers who travel through the peripheral route and it can leads the consumer's mind to brand switching. The outcomes suggest that marked price has a significant impact on consumer's behavior. This type of sales promotion is targeted at the end consumers. Originality/value The research related to green consumption behavior in developing nations such as India is few and far between. Sales Promotion is a very important promotion technique that can be used efficiently to increase the sales and eventually profits of the company (Weerathunga and Pathmini, 2015). The present study uses Structural Equation Modeling to analyze this impact. Image Courtesy : hscommunication.in/wp-content/uploads/2013/09/17050577.jpg. Defending current customers, iv. Analysing the Effects of Sales. On the basis of this number alone the buyer claims to have won the gift. 11. Under this method, some part of the price of an article is refunded to the customer on showing proof of purchase. Under this method, along with the main product some other product is offered to the customer as a gift. Chakrabortty, R., Hossain, M., Azad, M., & Islam, M. (2013). The basic task of needs and wants satisfaction is performed by marketing management of all the companies. Although, marketers are using it since decades, but rising competition and freely available market information makes it very important to plan & execute Sales Promotion carefully. a. v. Enhancing advertising and marketing efforts. For example, giving a rebate by a car manufacturer to the tune of 12,000/- for a limited period of time. These promotions are designed to make your customers respond in the way that you want. Join ResearchGate to find the people and research you need to help your work. © 2008-2021 ResearchGate GmbH. As per the mean scores calculated, Behavioral responses. For instance, in bars, there are “happy hours”, during which the liquor is sold at a discount rate to the customers. This suggestion is quite similar to the observations made by Sinha & Batra (1999). Blattberg, R., &Briesch, R. (2012). Enhancing Integrated Marketing Communications and Building Brand Equity: A final objective for consumer-oriented promotions is to enhance or support the integrated marketing communications effort for a brand or company. Image Guidelines 5. The study is based on primary data collected through Mall Intercept Method with a sample size of 415. This study also suggests to the marketers to be aware of the new or unknown product, as sales promotion could have strong negative effects on consumers' internal price reference and perceived quality. Salman Shamsi, All content in this area was uploaded by Mohd. Araştırmadan elde edilen sonuçlara göre satış geliştirme çabalarının tüketicilerin satın alma davranışları üzerinde önemli etkileri vardır. The present study is therefore aimed at knowing about the different Sales Promotion techniques implemented in “Readymade Garment” industry and how effective they are with respect to Consumer Behavior. Privacy Policy 8. Similarly, a free gift of one RICH LOOK shirt on the purchase of two shirts. Promotion is a tool that can help manufacturers and/or retailers in the achievement of their objectives (try the brand, help to decide what brand to buy, etc.). While purchasing the product, the customers are given a coupon with a specific number printed on it. Which of the following does this promotion represent? Some traditional promotions (fashion shows and product displays) are shown to be poor performers in generating either response, whilst school/community displays appear to be encouraging non-customer visits. However with the overall mean of, followed by Product Display and Buy-one Get-one. Consumer promotions are tactics or techniques designed to help a business find new customers or reward current customers. Popular definitions of Sales, definition by Kotler (2002), “Sales promotion consists of a, tools through Friedman t-test. However the marketer may have a number of different objectives for example: i. IV. Sales Promotion is one such strategy which is used by marketers to attract new & prospective customers towards their products and retain the existing ones. As expected, moreover, prices have a different influence depending on individuals' self-reported tastes and specific market policies for each consumer group could therefore be designed. Under this method, coupons are distributed among the consumers on behalf of the producer. Factors that influence purchase decisionof local products include consumer ethnocentrism and perceived value. The purpose of Dealers-Oriented Sales Promotion (or trade sales promotion) is to Develop in-store merchandising support, as strong support at the retail store level is the key to closing the loop between the customer and the sale. If it satisfies them, they buy it and in this way sales are increased. We have used a latent class, Companies in Indonesia are currently facing fierce competition as more com-petitors enter Indonesia. Consumer … The American edition of Marketing Management is the world's leading marketing text because its content and organization consistently reflect changes in marketing theory and practice . Whilst mall-wide sales are the preferred promotion, a combination of general entertainment and price-based promotions are found to be a strong alternative way to encourage visits and spending. The discounts, however, vary across store type and time and are based on product features. Consumer Oriented Sales Promotion includes Sampling, Couponing, Premiums, Contest, Refunds, Rebates, Bonus Pack’s, Price-off, Event marketing etc. This empirical study contributes towards identifying the effect of both fake and real discounts in the Indian marketing environment. constructs, peer influence, and electronic Word-of-Mouth in the context of SNS on online consumer purchase intention are proposed and subsequently tested statistically. Marketing, Sales Promotion, Consumer Behavior, Readymade Garments, India. Inclusion of additional constructs was supported in the TPB as it has improved the predicted power of the TPB framework in predicting consumer green purchase intention and behavior. 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