The impact of sales promotion tools on consumer's behavioral intentions for convenience products
| العنوان المترجم: |
The impact of sales promotion tools on consumer's behavioral intentions for convenience products |
|---|---|
| المصدر: | مجلة التجارة والتمويل |
| الناشر: | جامعة طنطا - كلية التجارة |
| المؤلف الرئيسي: | Farrag, Dalia Abd Alrahman (Author) |
| مؤلفين آخرين: | Hassan, Mohammed Ahmad (Co-Author) |
| المجلد/العدد: | ع 2 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2010
|
| الشهر: | أغسطس |
| الصفحات: | 69 - 92 |
| ISSN: |
1110-4716 |
| رقم MD: | 478719 |
| نوع المحتوى: | بحوث ومقالات |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| رابط المحتوى: |
عدد مرات التحميل
48
| المستخلص: |
This research evaluates the impact of different sales promotion tools, namely - price discount, Product demonstration/sampling, buy one get one free (bonus pack) and sweepstakes, on five consumers' behavioral responses (product trial, brand switching, stockpiling, purchase acceleration and spending more) for buying convenience products from supermarkets in Alexandria and Cairo. A total of 300 selected customers/ shoppers were surveyed using a structured questionnaire. Findings: the results showed that price discounts and buy-one-get-one-free offers and were found to be the most effective for encouraging stockpiling, purchase acceleration and spending more. In-store demonstrations/sampling came third place in specifically encouraging product trial. On the other hand, sweepstakes and games were found to be not effective at all in inducing the four behaviors investigated in this study. |
|---|---|
| ISSN: |
1110-4716 |
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