6th International Virtual Congress (IVC-2019) And Workshop.  International E-publication: Publish Projects, Dissertation, Theses, Books, Souvenir, Conference Proceeding with ISBN.  International E-Bulletin: Information/News regarding: Academics and Research

Impact of Sales Promotion Tools on Consumer's Purchase Decision towards White Good (Refrigerator) at Durg and Bhilai Region of CG, India

Author Affiliations

  • 1Department of Management, GD Rungta College of Science and Technology, Bhilai C.G.,INDIA
  • 2 Department of Management, R.C.E.T, Bhilai C.G., INDIA

Res. J. Management Sci., Volume 2, Issue (7), Pages 10-14, July,6 (2013)

Abstract

In the emerging business scenario various promotional techniques are used by the marketer for influencing the purchase decision of their consumers. Sales promotion, a key element of promotional mix has been widely used to sustain competitive advantage, increase sales and stimulate consumer purchase decision, is becoming a valuable tool for marketers to influence purchase decision. Through this study, an effort has been made to find out the various sales promotion tools and its impact on purchase decision towards white good (refrigerator). For conducting the research, data was collected through convenience sampling of 109 respondents through descriptive research design technique. Later the data was analysed and the hypothesis was tested by using multiple regression technique. The result shows that among the various sales promotion tools: offer, premium and contest are the most influencing variables for consumer purchase decision.

References

  1. Dotson M. J. Hyatt, Eva, Sales Promotion Preferences : A Demographic Analysis, Society for Marketing Advances, 1(4), 123-131 (2012)
  2. Luick F.J. and Ziegler W.L., Sales Promotion and Modern Merchandising New York, Mc-Graw Hill Book Company (1968)
  3. Brassington F. and Pettitt S., Sales Promotion In: Principles of Marketing, 2nd ed., FT Prentice Hall, Harlow, 642-685 (2000)
  4. Chandon Pierre, Wansink Brian andLaurent Gilles, A benefit congruency framework of sales promotion effectiveness, Journal of Marketing, 64, 65-81 (2000)
  5. Nema G., Nagar D. and Shah M., 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 (2012)
  6. Blattberg Robert C. and Scott A. Neslin, Sales Promotion: Concepts, Methods and Strategies, Englewood Cliffs, New Jersey: Prentice Hall (1990)
  7. Pithadia Vijay and Sharma Ashish, Role of Advertising and Sales Promotion in procure option of customer, The Economic Challenger– Ajmer, India, 8(29), 53-56 (2005)
  8. Bettman J.R., Luce M.F. and Payne J.W., Constructive consumer choice processes, Journal of Consumer Research, 25(3), 187–217 (1998)
  9. Erasmus A., Boshoff C.E and Rousseau G.G., Consumer decision making models within the discipline of consumer science: A critical approach, Journal of Family Ecology and Consumer Sciences, 29, 82–90 (2001)
  10. Joseph Joshy and Sivakumaran Bharadhwaj, Consumer Promotions in the Indian Market, Journal of International Consumer Marketing, 23(2), 51–165 (2011)
  11. Dasar P. and Maradi Mallikarjun, Consumer Behavior on Consumer Durables with reference to Bijapur District, Global Journal of commerce and management perspective, 2(1), 36-46 (2013)
  12. Vyas H.D., Consumer purchase of Consumer Durables: A Factorial Study, International journal of management and strategy, 1(1), (2010)
  13. Vyas P.H., 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.pdf working paper (2005)
  14. Chandon P. and Laurent G., Hedonic and utilitarian consumer benefits of sales promotions, Marketing Science Institute Working Paper No. 99– 109 Cambridge, MA: Marketing Science Institute(2000)
  15. Tendai M. and Crispen C., In-store shopping environment and impulsive buying, African Journal of Marketing Management, 1(4), 102-108 (2009)
  16. Adebisi Sunday A. and Babatundi Bayode O., Strategic Influence of Promotional mix on Organization sale turnover in the face of strong competitors, Business intelligence journal 4(2), (2011)
  17. Koshy Abraham and Dang Jha Priya, An empirical view of the different types of consumer promotions in India, available at http://www.iimahd.ernet.in/assets/ snippets/ working paper pdf/2004-03-03priyajha.pdf (2013)
  18. Neeraja B., Know your customers, Research journal of social science and management, 01(12), (2012)
  19. Srivastava A.K. and Praveer S.R., 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 (2012)
  20. Kokli M .K. and Vida I., A Strategic Household Purchase: Consumer House Buying Behavior, Managing Global Transition, 7(1), (2009)
  21. Oyedapo Williams O., Akinlabi Babatunde H. and Sufian Jeleel B., The impact of sales promotion on organization effectiveness in Nigerian manufacturing industry, Universal Journal of marketing and business research, 1(4), 123-131 (2012)
  22. Chaharsoughi S.A.,Hamdard J.,The effect of sales promotion on consumer interest to purchase in IKCO automative company, Journal of Knowledge Management, Economics andInformation Technology 1(4),(2011)
  23. George S., Occasion based promotional strategies of consumer durable segment in Kerala, International Journal of Academic Research in Business and Social Sciences, 2(6), 2222-6990 (2012)
  24. Paramanand D., Hundekar S.G. and Mallikarjun M., Consumer Behaviour on consumer durables with reference to Bijapur district, Global journal of commerce and management perspective, 2(1) 36-46 (2013)
  25. Chaharsoughi S.A. and Yasory T.H., Effect of sales promotion as a tool on customer attention to purchase: A case study of auto maker company, African journal of Business Management, 6(5), 007-2014 (2012)
  26. Chaharsoughi S.A. and Yasory T.H., Effect of sales promotion on consumer behavior based on culture, African Journal of Business Management, 6(1), 98-102,11 (2012)