Promotion is defined by Merriam Webster as “the furtherance of the acceptance and sale of merchandise through advertising, publicity, or discounting”.
Consumer Buying Behaviour is defined as “the result of the attitudes, preferences, intentions and decisions made by the consumer s in a market place before buying a product”. There are four types of consumer buying behaviour. They are: complex buying behaviour, variety seeking buying behaviour, Promotional Activities, makes consumers communicate with producers, such as media advertising, direct mail, personal selling, sales promotion, business promotion, trade promotion, public relations, packaging, store displays, website design, and direct personnel.
The promotional strategy has become an …show more content…
Researchers in marketing have studied about consumer behaviour what they like, what they purchase, what makes them happy, how they behave and how they consume products. Promotional activities will give clear and accurate picture to consumers about the goods and services of the organisation. Promotions include three purchase dimensions which describe purchase strategy of consumers’ which was described by Blattberg, Peacock, and Sen (1976, 1978) i.e. Brand equity, Brand Loyalty and price sensitivity. Different companies use different promotion activities based on consumer’s behaviour.
As most of the literature explains consumers prefers sales promotions most primarily coupons as consumers always try to find discount coupons or cashback coupons for any purchase. As coupons provide immediate discount on price and also they can be reimbursed for future purchases. Even consumers are willing to try sample process. A free sample allows to trail a product which they want to purchase. It is one of the most used promotional activity to know the consumer behaviour on a
Click here to unlock this and over one million essaysGet Access
Promotions, marketing, and advertisements are typically created to acquire and retain consumers and to sell large quantities of a product. Every consumer may have a different perception of the same marketing tactic. This paper will discuss a promotion that was experiences personally, to what extent it changed or influenced my behavior, if the decision to purchase or not purchase would have been made either way, if it would have been different in some way, and what the seller could have done differently so that I would have done what they wanted.
Promotion is the major component of the company’s total marketing mix, its intent is to inform, persuade and influence people. Promotional activity is marketing in basically an exercise in communication. It is basic ingredient in non – price competition and it is an essential element in modern marketing. It is an exercise in information, persuasion and influence.
Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With
The sales of the product is to be promoted through a number of influences where prospecting. Buyer and sales meet face to face, it means that all prospective buyers of the product must be attractive buyers of the product must be attracted urged and persuaded to buy the products. This is done by sales promotion while has been taken as providing the link between product knowledge and market. The role of sales promotion is to stimulate consumer purchasing at the point of sales and dealers effectiveness at the retail channel
Sales promotion consists of all promotional activities other than advertising, personal selling and publicity that help to increase sales through non repetitive and one time communication. In other words, it includes marketing activities other than personal selling, advertising, and publicity, that stimulate consumer purchasing and dealer effectiveness, such as point of purchase displays, shows and exhibitions, demonstrations and various non-recurring selling efforts not in the ordinary routine. Purpose: The ultimate aim or purpose of sales promotion is that of increasing the volume of sales and profits but it differs from advertising and personal
This chapter will be describing the consumer decision making in regard the consumer buying behavior. The purchase is the only visible part of the consumer behavior; the processes that lead the consumer to the final decision of purchase are munificent in this study. The consumer buying behavior as a part of the marketing strategy lead the main objective to learn the way how the individuals, groups or organizations choose, by using and disposing the goods and the factors: for example the previous buying experience, taste, price and branding on which the consumers base their purchasing decisions (Kotler and Keller, 2012).
Consumer purchasing process is the stages which a buyer passes through a decision making pathway to buy a products and services (Kotler & Armstrong, 2012). It is defined as the activities that occur when decisions are made in a schematic format and reveals how different internal and external forces interact to affect how consumers think, evaluate, and act. The consumer purchasing process consists of five major stages. The five stages of consumer purchasing process are problem recognition, acquisition of information, evaluation of alternatives, purchase decision and post-purchase behaviour. Generally, consumers go through these stages when making purchasing decision. According to Blackwell, Miniard, and Engel (2012), the consumer
Promotion activities include publicity, public relations, exhibitions, demonstrations, etc., it is the marketing manager who decided to promote level of marketing spending. Promotional activities are mainly aim to supplement personal sales, publicity and advertising. Promotion helps traders and sales people to represent the product in an effective way, and induce them to buy. Promotion is made up of different blends of its components which are used to achieve the company’s marketing targets (Singh, 2012). There are several tools entailed in the marketing strategy as
The last element to be discussed is promotion. The primary purpose of the promotion element is to affect the customer behavior in order to close the sale. Promotion includes mainly three topics: advertisement, public relations, and sales promotions. Advertisements come in many forms, such as commercials on television or radio, ads on the internet or in the newspaper, and pop-up ads on the internet. Public relations depend a lot on one 's individual personality and developing relationships with customers. Many sales promotions come in the forms of coupons, discounts, or discounts that are linked to the sales strategy.
Consumers promotion are based on any different kind of processes used to convince the consumers to purchase goods or services, usually these are based on promotion such as reduced prices, free samples, rebates, or even or other bonuses for a limited time to push demand for the particular product being promoted(Ogden & Ogden 2014). Consumer account for at least 20% of the value of the average shopping. Promotion are very popular because of demands of powerful retailers, because they help with brand management, the strength of the retailer emphasis is based on trade mostly consumer promotions (Planning promotions. 2011).
Promotions means to aware customers about the product by advertising on radio, TV and on social media like Facebook, twitter
ConsumerPsychologist.com, part of the University of Southern California, define consumer behaviour as "the study of individuals, groups or organizations and the processes they use to select, secure, use and dispose of products, services, experiences or ideas to satisfy needs." Essentially, consumer behavior deals with how frequently a person or organization may purchase an item from a company. It closely relates to elements of customer service--such as problem resolution and overall satisfaction--and to marketing strategies such as pricing, promotion and product placement.
Promotion is an aspect of the marketing mix that has great importance. In order for our product to be successful, the promotion we use will be very vital. This is because of the fact that the method of promotion we use for the product can help to differentiate our product from other products which makes it unique and outstanding amongst other brands. Moreover, using the right promotion can be used as a way to persuade consumers of our product that they made the right choice.