Assessing Consumer Promotion and its Influence on Durable Purchase
Keywords:
Consumer, Consumer promotion, Purchase decision, Retailer & Durable.
Abstract
Retailers in recent business scenario perform various marketing and non-marketing activities for stimulating consumer decision related to purchase of goods (Durable). Among the marketing activities the highly preferred is promotional strategies. Consumer promotion is one of the significant factor, as it includes various schemes like discount, rebate, and coupon, point of purchase (display), contest, bonus pack and premium for making purchase decision. An effort is made in this research to find the significance of consumer promotion for making purchase decision for durables. The data has been collected through convenience sampling from 107 respondents which, further analyzed through ANOVA technique using SPSS technique. The test result reveals that discount scheme is most significant in influencing purchase decision. The study can assists retailers in designing strategies for the consumers which can help in stimulating sales. Further research can be conducted with extended factors with same or different demographic thus generating better outcome in future.References
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Luick, F.J. & Ziegler., W.L. (1968) . Sales Promotion and Modern Merchandising. New York: Mc-Graw Hill Book Company.
Raju, K.V. & Kumar., D.P. (2015) .Effectiveness of Promotional Offer Strategies and Customer Satisfaction at Bigbazaar.Parikalpana - KIIT Journal of Management, 11 (2) , 27-41 .
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Schiffmann, L. G. & Kanuk., L. L. (2000) . Consumer Behavior, London: Pearson Prentice Hall.
Srivastava, A.K., & Praveer, S.R. (2012). Individual Factors as the Decision variables of purchase intention: Finding out commonness of the uniqueness via Personal care products. Arash a journal of ISMDR, 2(2): 37-44
Tat, Peter. & Charles., Schwepker. (1998). An Empirical Investigation of the Relationship Between Rebate Redemption Motives: Understanding How Price Consciousness, Time and Effort, and Satisfaction Affect Consumer Rebate Redemptions. Journal of Marketing Theory and Practice,6 (Spring) , 61–71.
Totten, J. C. &Block., M. P. (1994) . Analyzing Sales Promotion: Text & Cases: How to Profit from the New Power of Promotion Marketing, (2nd ed.) . Chicago: Dartnell Corp.
Vyas, P.H. (2005). Measuring consumer preference for sales promotion schemes through conjoint design in FMCG sector, available at http://www.iimahd.ernet.in/ publications/data/2005-09-08preeta.pdfworking paper
Banerjee, S. (2009) . Effect of product category on promotional choice: comparative study of discounts and freebies‖. Management Research News, 32 (2) , 120-131 .
Bettman. J.R., Luce, M.F., & Payne, J.W. (1998). Constructive Consumer Choice Processes. Journal of Consumer Research, 25:187-217
Blackwell, R.D. Miniard, W. & Engel, J.E. (2002). Consumer Behavior, Chapter 3, Singapore: Thomson Asia Pvt. Ltd. Singapore, 9th Ed.
Blattberg, Robert. C. and Scott, A. Neslin. (1990) . Sales Promotion Concepts, Methods and Strategies, Englewood Cliffs, New Jersey: Prentice Hall .
Chandon, Pierre, Wansink, Brian, & Laurent, Gilles. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64, 65-81.
D’Astous, A. &Landerville., V. (2003) .An experimental investigation of factors affecting consumers’ perceptions of sales promotions.European Journal of Marketing , 37, 11-12 .
Huff, L.C. & Alden, D.L. (1998), An investigation of consumer response to sales promotions in developing markets: A three-country analysis, Journal of Advertising Research, 38(3), 47-57.
Koshy, A. & Dang, J.P. (2003). An empirical view of the different types of consumer promotions in India. Available at http://www.iimahd.ernet.in/assets/ snippets/workingpaperpdf/2004-03-03priyajha.pdf
Kotler, P. & Armstrong, G. (2008). Principles of Marketing, Chapter 16, Prentice Hall Inc,New York, 12th Ed
India Brand Equity Foundation March (2013). Consumer Durables, available at: www.ibef.org/download/Consumer-Durables-March-220313.pdf
Lanctot, Roger. (2002) . Rebates Rule in the Retail Computer Software Market .Business Wire, Nov12 .
Mishra, U.S., Das, J.R., Mishra., B.B., & Mishra., P. (2012).Perceived Benefit Analysis of Sales Promotion: A Case of Consumer Durable. International Research Journal of Finance & Economics, (98):14-18
Ndubisi. (2005) .Gender Differences in Customer Behavioural Responses to Sales Promotion.Asia Pacific Management Review, 10 (3) , 175-185 .
Nema, G., Nagar, D., and Shah., M. (2012) Impact of Sales Promotion Techniques on Consumer Buying Decision with Respect to Personal Care Products Among College Teachers of Indore. Arash a journal of ISMDR, l2 (1): 29-35
Neslin, Scott. A., & Robert, W. Shoemaker. (1983) .A Model for Evaluating the Profitability of Coupon Promotions.Marketing Science,2 (Fall) , 361-388 .
Joseph. J. and Sivakumaran, B., (2011), Consumer Promotions in the Indian Market, Journal of International Consumer Marketing, 23(2), 51–165.
Luick, F.J. & Ziegler., W.L. (1968) . Sales Promotion and Modern Merchandising. New York: Mc-Graw Hill Book Company.
Raju, K.V. & Kumar., D.P. (2015) .Effectiveness of Promotional Offer Strategies and Customer Satisfaction at Bigbazaar.Parikalpana - KIIT Journal of Management, 11 (2) , 27-41 .
Salvi, P. (2013) . Effectiveness Of Sales Promotional Tools: A Study On Discount, Price Off And Buy One Get One Free Offers In Branded Apparel Retail Industry In Gujarat. ELK Asia Pacific Journal of Marketing and Retail Management, 4 (4) .
Schiffmann, L. G. & Kanuk., L. L. (2000) . Consumer Behavior, London: Pearson Prentice Hall.
Srivastava, A.K., & Praveer, S.R. (2012). Individual Factors as the Decision variables of purchase intention: Finding out commonness of the uniqueness via Personal care products. Arash a journal of ISMDR, 2(2): 37-44
Tat, Peter. & Charles., Schwepker. (1998). An Empirical Investigation of the Relationship Between Rebate Redemption Motives: Understanding How Price Consciousness, Time and Effort, and Satisfaction Affect Consumer Rebate Redemptions. Journal of Marketing Theory and Practice,6 (Spring) , 61–71.
Totten, J. C. &Block., M. P. (1994) . Analyzing Sales Promotion: Text & Cases: How to Profit from the New Power of Promotion Marketing, (2nd ed.) . Chicago: Dartnell Corp.
Vyas, P.H. (2005). Measuring consumer preference for sales promotion schemes through conjoint design in FMCG sector, available at http://www.iimahd.ernet.in/ publications/data/2005-09-08preeta.pdfworking paper
Published
2018-08-22
Section
Articles
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