Effect of Sales Promotion Activities on Consumer Buying Behaviour. A Case Study of Watanmal Group
-
- Taschenbuch
- eBook ausgewählt
-
Form:Einzelkauf Download
-
Sprache:Deutsch
18,99 €
inkl. gesetzl. MwSt.Beschreibung
Produktdetails
Format
Kopierschutz
Nein
Family Sharing
Nein
Text-to-Speech
Nein
Erscheinungsdatum
25.09.2017
Verlag
GRINSeitenzahl
50 (Printausgabe)
Dateigröße
707 KB
Auflage
1. Auflage
Sprache
Deutsch
EAN
9783668532915
Fallstudie aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, , Sprache: Deutsch, Abstract: The study sought to assess the effect of sales promotion activities on consumer buying behaviour by using Watanmal Group as a case study. The study used both quantitative and qualitative research techniques. In achieving the research objectives both primary and secondary data was used. The primary data was collected through questionnaires. Using a simple random technique 20 employees and 80 customers of Watanmal Group were interviewed. The findings of the study showed that all respondents (100%) are aware of the sales promotion strategy of Watanmal Group. Majority of respondents (48%) are more aware of Buy-one-get-one free promotional strategy and 24% are also aware of free sample promotional strategy.
Results from the study showed that, the most effective promotional strategy is the use of Buy-one-get-one free strategy (58%), followed by free sample (22%) and price discounts (15%). Using a 5 point likert scale technique anchored on 1 - Strongly Disagree, 2- Disagree, 3- Uncertain, 4- Agree, and 5- Strongly Agree, the study found that, sales promotion strategy influence consumer behaviour. The study recommend strongly that Watanmal Group should increase their sales promotion strategies in order to increase their sales and market share since it was found that sales promotion influence the purchase pattern of consumers.
Results from the study showed that, the most effective promotional strategy is the use of Buy-one-get-one free strategy (58%), followed by free sample (22%) and price discounts (15%). Using a 5 point likert scale technique anchored on 1 - Strongly Disagree, 2- Disagree, 3- Uncertain, 4- Agree, and 5- Strongly Agree, the study found that, sales promotion strategy influence consumer behaviour. The study recommend strongly that Watanmal Group should increase their sales promotion strategies in order to increase their sales and market share since it was found that sales promotion influence the purchase pattern of consumers.
Noch keine Bewertungen vorhanden
Verfassen Sie die erste Bewertung zu diesem Artikel
Helfen Sie anderen Kundinnen und Kunden durch Ihre Meinung.
Kurze Frage zu unserer Seite
Vielen Dank für Ihr Feedback
Wir nutzen Ihr Feedback, um unsere Produktseiten zu verbessern. Bitte haben Sie Verständnis, dass wir Ihnen keine Rückmeldung geben können. Falls Sie Kontakt mit uns aufnehmen möchten, können Sie sich aber gerne an unseren Kund*innenservice wenden.
zum Kundenservice