The Review of How Sales Promotion Change the Consumers Perception and Their Purchasing Behavior of a Product

Wong Ai Jean; Dr. Rashad Yazdanifard

Authors

Wong Ai Jean
Dr. Rashad Yazdanifard

Keywords:

sales, promotion, consumers, perception, purchasing, behavior, implication

Abstract

As the world market becomes increasingly competitive, a variety of sales promotion techniques need to be implemented by marketers in order to stand out among their competitors. Overtime, as consumers become increasingly sensitive towards the sales promotion strategies, marketers need to identify the most suitable sales promotion strategy to be implemented in their products (i.e.: monetary or non-monetary sales promotion strategies) in order to increase the number of consumers; purchasing behaviors and avoid any potential negative perception. This article has revealed that besides serving as a short-term profit marketing strategy, sales promotion has the potential in helping the marketers to achieve long-term profits through influencing the consumer's self-perception and self-satisfaction and in the development of loyal customers.

Downloads

How to Cite

The Review of How Sales Promotion Change the Consumers Perception and Their Purchasing Behavior of a Product. (2015). Global Journal of Management and Business Research, 15(19), 33-37. https://journalofbusiness.org/index.php/GJMBR/article/view/

Download Citation

References

Abdalnaser Ahmad, Salem Jaradat, M. Jaradat, Fatima Lahcen, Ait Yassine (2011) Promotion objectives, strategies and tools. 3(2), 1682.

B. Alvarez, R. Casielles (2005) Consumer evaluations of sales promotion: The effect on brand choice. 39(1), 54.

R. Blattberg, S. Neslin (1990) Sales Promotion: Concepts, Methods, and Strategies.

Robert Blattberg, Richard Briesch, Edward Fox (1995) How Promotions Work. 14(3_supplement), G122-G132. https://doi.org/10.1287/mksc.14.3.g122

R. Buzzell, J. Quelch, W. Salmon (1990) The Costly Bargain of Trade Promotion. 68(2), 141-149.

P. Chandon, B. Wansink, G. Laurent (2000) A benefit congruency framework of sales promotion effectiveness. 64(4), 65-81. https://doi.org/10.1509/jmkg.64.4.65.18071

Peter Darke, Jonathan Freedman (1995) Nonfinancial Motives and Bargain Hunting1. 25(18), 1597-1610. https://doi.org/10.1111/j.1559-1816.1995.tb02635.x

Pauline de Pechpeyrou, Philippe Odou (2012) Consumer Skepticism and Promotion Effectiveness. 27(2), 45-69. https://doi.org/10.1177/205157071202700203

T. Gherasim (2012) Sales Promotion. 15(2), 186.

Steven Hartley, James Cross (1988) HOW SALES PROMOTION CAN WORK FOR AND AGAINST YOU. 5(3), 35-42. https://doi.org/10.1108/eb008230

Igal Hendel, Aviv Nevo (2006) Measuring the Implications of Sales and Consumer Inventory Behavior. 74(6), 1637-1673. https://doi.org/10.1111/j.1468-0262.2006.00721.x

Lenard Huff, Dana Alden (1998) An Investigation of Consumer Response to Sales Promotions in Developing Markets: A Three-Country Analysis. 38(3), 47-56. https://doi.org/10.1080/00218499.1998.12466556

Sirrka Jarvenpaa, Peter Todd (1996) Consumer Reactions to Electronic Shopping on the World Wide Web. 1(2), 59-88. https://doi.org/10.1080/10864415.1996.11518283

Michael Jones, Jaebeom Suh (2000) Transaction‐specific satisfaction and overall satisfaction: an empirical analysis. 14(2), 147‐59. https://doi.org/10.1108/08876040010371555

V. Kalaiselvan (2013) The impact of consumer oriented sales promotion techniques on customer purchase. 2(1), 313.

Astrid Keel, Daniel Padgett (2015) The effects of adjacent competitors and promotion on brand sales. 32(1), 43-50. https://doi.org/10.1108/jcm-02-2014-0860

P. Kotler (1988) Marketing Management: Analysis, Planning, Implementation and Control.

S. Liao, Y. Shen, C. Chu (2009) The effects of sales promotion strategy, product appeal and consumer traits on reminder impulse buying behaviour. 33(3), 274-284. https://doi.org/10.1111/j.1470-6431.2009.00770

Donald Lichtenstein, Nancy Ridgway, Richard Netemeyer (1993) Price Perceptions and Consumer Shopping Behavior: A Field Study. 30(2), 234-245. https://doi.org/10.1177/002224379303000208

Carl Mela, Sunil Gupta, Donald Lehmann (1997) The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice. 34(2), 248. https://doi.org/10.2307/3151862

Carl Mela, Kamel Jedidi, Douglas Bowman (1998) The Long-Term Impact of Promotions on Consumer Stockpiling Behavior. 35(2), 250-262. https://doi.org/10.1177/002224379803500210

T. Montaner, L. Chernatony, I. Buil (2011) Consumer response to gift promotions. 20(2), 101-110. https://doi.org/10.1108/10610421111121099

N. Ndubisi, T. Chiew (2005) Customer behavioral responses to sales promotion: the role of fear of losing face. 17(1).

O. Omotayo, J. Abolaji, O. Adewale (2011) Sales promotion and consumer loyalty: A study of nigerian tecommunication industry. (4).

J. Quelch (1989) Sales Promotion Management.

P. Raghubir, K. Corfman (1995) When do price promotions signal quality?. 22, 58-58.

R. Schindler (1992) A coupon is more than a low price: Evidence from a shopping‐simulation study. 9(6), 431-451.

Don Schultz, James Peltier (2013) Social media's slippery slope: challenges, opportunities and future research directions. 7(2), 86-99. https://doi.org/10.1108/jrim-12-2012-0054

D. Schultz, M. Block (2014) Sales promotion influencing consumer brand preferences/purchases. 31(3), 212-217.

T. Shimp (2003) Advertising, Promotion, and Supplemental Aspects of Intergrated Marketing Communications (6th ed).

Itamar Simonson, Ziv Carmon, Suzanne O'curry (1994) Experimental Evidence on the Negative Effect of Product Features and Sales Promotions on Brand Choice. 13(1), 23-40. https://doi.org/10.1287/mksc.13.1.23

Harald van Heerde, Peter Leeflang, Dick Wittink (2004) Decomposing the Sales Promotion Bump with Store Data. 23(3), 317-334. https://doi.org/10.1287/mksc.1040.0061

Valarie Zeithaml (1988) Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. 52(3), 2-22. https://doi.org/10.1177/002224298805200302