Classification of Empirical Work on Sales Promotion: A Synthesis for Managerial Decision Making

Sales Promotion activities have gained strategic focus as markets are getting complex and competitive. Key managerial concerns in this area are budget allocation across elements of promotions as well as trade vis. consumer promotion, how to design individual sales promotion techniques and a calendar in face of competitive promotions, how to manage them and evaluate the short-term and long-term impact of the same. The objective of this paper is to present, through Meta-analysis, an overview of recent contributions appearing in scholastic journals relevant to the field of Sales Promotion, to classify them into different classificatory framework, report key findings, highlight the managerial implications and raise issues. The database used is the EBSCO host available on VSLLAN (Library)- Indian Institute of Management Ahmedabad). The selection procedure consisted of peer-reviewed scholarly contributions for recent five year period. Out of more than 700 articles 64 article were selected which were analyzed for classifying them into • Perspective addressed: Manufacturer, retailer or consumer. • Market [country where the research was undertaken] • Type of promotion activity addressed - coupon, contest, price cut etc. • Management function addressed: planning, implementation, control [evaluation] • It was found that majority of the articles addressed manufacturers perspectives ; almost all studies were done in developed countries ; coupon as a consumer promotion tool was widely researched; and more than half of the articles were addressing planning related issues. Finally attempt has been made to synthesize managerial implications of the studies under broad topic areas for guidelines for managers.

A Social Networking-based Advertising to Enhance Customer Reach Target

A traditional advertising is a method to deliver commercial messages to mass audiences through newspaper, outdoors billboards, radio and television. This method is quite expensive for small and medium company. The new concept of advertising such as social media, website and application provide an inexpensive way to promote businesses. The proposed idea is to create a new platform of advertising and promotional tools which is called Tagme. This system is developed based on web environment on Windows and Android. Tagme allows marketers to promote their event, business or store and give promotions including vouchers to customers. Tagme also will notify customers instantly with any events or promotions such as free voucher give-away that will be managed by the marketers themselves. Tagme provides a form of solution for marketers to promote their business efficiently as it provide web analytics and users preferences functions. This will allows marketers to promote their business to specific and focused customers

The relationship between sales promotion techniques and consumer off-take and attitude within the SA non-alcoholic ready to drink market

Over the past decade there has been a shift in marketing spend from above the line advertising, to below the line advertising commonly referred to as promotions. This has been brought about by recessionary economic conditions, increased competition, rising media costs and long term profitability prospects. Many fast moving consumer goods’ (FMCG) companies are shifting a large portion of their marketing spend from advertising to sales promotion. This has occurred because of consumers becoming more prone to deals, declining brand loyalty and the growing power of major retail chains. Sales promotion spend can comprise of as much as 50% of the marketing budget in certain industries and the majority of the marketing budget for most FMCG companies. This has been heightened further by the global financial recession which has both direct and indirect effects on South Africa. Approximately 70% of purchasing decisions are made in store by understanding how these decisions are made and how to influence them is essential in developing an effective marketing strategy. Besides product characteristics, promotional techniques are among the most popular instruments used by marketers to influence this process. Global trends show that 83% of all senior marketers increase or maintain spend on promotional merchandise year on year. However, they had limited insight into how to best spend the funds or if they even achieved their intended purpose. Despite the rise in promotional activity, especially in the FMCG sector, limited research has been conducted on the influence and effectiveness in South Africa. The purpose of this treatise, then, is to examine addresses the paucity in research with regard to consumer sales promotions in the non-alcoholic ready to drink (NARTD) market, particularly within South Africa. By developing a relationship model to measure the influence and effectiveness of selected sales promotion techniques on consumer off-take and attitude. That can be used by organisations to retain consumers, grow market share, improve brand equity and achieve higher profitability. Equipping marketers with an improved understanding of the impact of sales promotion techniques and consumer buying patterns within the South African NARTD market and delivering value to consumers through targeted promotions. In order to achieve this goal a thorough literature review was performed which drew on both academic- and industry-based research. This led to the development of a conceptual relationship model which was tested using rigorous measures incorporating questionnaire-style, quantitative data collection and statistical analysis. The research revealed that sales promotion techniques are an important element of a successful marketing strategy and when correctly executed deliver positive business results. FMCG companies operating within the NARTD market need to ensure that they incorporate sampling and premiums into their marketing mix even if this requires them to reduce their spend on above the line marketing activities. Ultimately, sampling and premiums were found to be effective sales promotion techniques within the South African NARTD market and have the ability to positively influence consumer off-take, brand love and buying behaviour

Factors influencing coupon redemption rates among shoppers in the Durban area.

Master of Commerce in Management. University of KwaZulu-Natal, Durban, 2017.There are a number of different sales promotion strategies that marketers employ in an attempt to appeal to consumers and encourage them to buy. In recent years, couponing has emerged as a pop culture phenomenon in some parts of the world. However, many questions remain unanswered concerning the factors that influence coupon redemption rates among shoppers. Research shows a significant amount of low coupon redemption in South Africa, but no substantial research has thus far revealed an in-depth understanding of why this might be so. This study seeks to explore the reasons for low FMCG coupon redemption, as well as potential strategies to address this problem, with specific focus on consumers in the Durban area. Most existing research on the use of coupons explores sales promotion, with coupons investigated only briefly and superficially; such research has tended to focus on the advantages and disadvantages of coupon use. This study aimed to determine the extent to which shoppers in Durban use coupons when purchasing FMCG goods. It also sought to explore what factors encourage and discourage FMCG coupon redemption among the Durban shoppers. Lastly, it aimed to understand how FMCG coupon redemption rates among this group can be increased. In terms of the research methodology, taking an angle of qualitative exploratory study was relevant in order to gain initial insights into an area about which not much is already known. The study was conducted in Durban and the target population comprised both males and females aged 20 years to 50 years. Purposive sampling was used to select participants. A sample of 36 Durban residents participated in one of four focus group discussions. Guba’s model of trustworthiness was used to assess the rigour of the study. Data (audio recordings/transcripts) was analysed via qualitative content analysis. The main findings of the study include that the monetary value of coupons is a key factor influencing coupon redemption. Convenience (in terms of the types of coupons offered, the method of distribution and ease of redemption) is another important factor; participants indicated that in-store instant coupons are attractive for these reasons. Participants also prefer coupons for products that they purchase often, and not on brands that they do not already purchase. In particular, many are not willing to try other brands of personal care products, even with the added incentive of a coupon

Consumers\u27 Motivations and Daily Deal Promotions

In the last years daily deal (dd) sites have become a substantial part of e-commerce scenario. Every day, for a limited time, such sites offer their subscribers, at very discounted prices, deals for products or services. Despite the worldwide success of daily deal sites, testified by articles in newspapers and magazines, there is an almost complete absence of academic research on this topic. The aim of this paper is to understand the consumers\u27 drivers in online coupon buying. The study is exploratory in nature and authors have collected data by carrying out four synchronous online focus groups involving 21 participants and investigating five areas: level of awareness, perception area, social dimension, consumer behavior, and relationship with e-commerce. Respondents show a high level of awareness of daily deal sites. In the perceptive area, convenience emerges as the driving factor in coupon buying. As to the self-perception area, some ambivalences emerge between smartness and compulsive buying, highlighting also some dissatisfaction. The ‘social dimension’ is almost irrelevant, and as to consumer behavior, daily deal buying seems to be a kind of fashion. Consumers perceive the bargain side of the offer, behaving like “cherry pickers.

Consumer Behaviour towards Own Label: monitoring the Greek experience

In Greece, the traditional perceptions of private label were once of low quality, unbranded alternatives, attracting the most cost-conscious consumers. In today’s private label market, however, a different level of products has emerged – the premium “branded†private label product. Based on a consumer survey conducted in Greece, the current study discusses consumer’s attitude and satisfaction with respect to private label products. Frequency of purchase and consumer characteristics are also discussed in light of empirical evidence.Private label, consumer attitude, Greece, food retailing, Consumer/Household Economics,

Persona based marketing strategies:creation of personas through data analytics

Abstract. In this study, we purposed a novel approach of using data analytics for persona generation. We design a process which can be adoptable for companies to enhance their marketing efforts, specifically, enabled them to focus real potential audience. To carry out our research we use company’s sales data and digital analytics to generate consumer personas. These personas can be used in various actions like content creation, UX designing and creation of marketing strategies. The research focuses on the development of marketing strategies and analyzes the impact of those marketing strategies on conversion rate. Previously researchers worked on customer segmentation by using customer data from Google Analyticsand data originated from social media analytics, however, this research focuses on giving the action-based approach to companies in order to find out their real customers and enhance their conversion rate by using all means of analytical data i.e. companies own sales data, social media analytics, and Google Analytics. This study adopts persona development to recognize and define potential customers. Personas are fictional but with the help of data, we can develop them more closely to a real audience. The rapidly evolving digital marketing landscape required more and more technicalities to drive result-oriented marketing strategies. In this study, we employed a qualitative methodology, which includes designing a process (framework) from digital data analytics. Some of the features of personas were extracted from data analytics obtained from Facebook insights, Google Analytics, and company’s sales database while some of the qualitative feature like Bio, motivation and taglines of personas were extracted from specially designed workshop with people from company’s sales and marketing department. This research is conducted in a company named “Quieton Oy” and the results of this research depicts the effectiveness of the process, its validity and the reliability of the process. The main objective of this thesis is to enable the creation of consumers personas based on data analytics and the efficient utilization of those personas for defining the marketing strategies

Investigating shopping experience and fulfilment in omnichannel retailing : a proposed comparative study in Romania and UK of Generation Y consumers

Paper delivered at the 21st Logistics Research Network annual conference 2016, 7th-9th September 2016, Hull. Abstract Purpose: This paper presents a literature review and proposed research agenda to examine whether Romanian retailers are more inclined than UK retailers to reach out to young consumers, i.e. Generation Y through omnichannel retailing to improve their shopping experiences and also determine the impact of this strategy on logistical and fulfilment activities. Research approach: This paper is based on a literature review in three key areas: omnichannel retailing, young consumers’ attitudes and fulfilment and the propensity of online buying behaviour in an emerging market (Romania) versus a more developed economy (UK). As there are few studies related to these aspects, the paper attempts to highlight the best options retailers have for both marketing and online fulfilment when addressing/entering new markets that are very attractive but where cultural background are more different than their traditional markets. Findings and Originality: The literature review suggests there is an opportunity to explore two main relationships: i) marketing and fulfilment for online consumers and omnichannel retailing efforts, and ii) consumers’ propensity to purchase online in an emerging market versus a developed economy. Research impact: This paper suggests some research concepts and ideas to investigate the online fulfilment and buying behaviour of younger generations of consumers in both Romania and the UK. The scope of the proposed agenda will include young consumers’ purchase behaviours’ as regards omnichannel retailing, and logistical fulfilment in an emerging market versus a developed economy including different cultural backgrounds. Practical impact: The paper provides some direction for practitioners on assessing proper market development strategies on an emerging international context, taking into consideration different cultural implications and patterns, as well as focussing on buying propensity of different generations when active in omnichannel retailing. However, the suggested research concepts and ideas would provide a more holistic approach towards a better overall performance of retailers

How Technology and mobile devices are changing the way we shop

Los dispositivos móviles son una realidad en las relaciones entre consumidores y empresas. El artículo profundiza en las utilidades de los dispositivos móviles y qué significan en la manera de entender la comercialización de producto y la interacción entre clientes y organizaciones. Estos dispositivos de última generación cambian los comportamientos de compra de los consumidores y las empresas pueden aprovechar este nuevo canal, o por lo menos comprender su funcionamiento, para no quedarse rezagados en sus relaciones con sus clientes actuales o potenciales. Geolocalización, un nuevo concepto ampliado de socialización, nuevas oportunidades de personalización, los códigos QR, los pagos a través del móvil, el m-commerce, entre otras, suponen un puente entre la realidad online y la offline que modifican los comportamientos de compra y relación de forma radical y que hay que tenerlos en cuenta