Sales Promotion Research Papers

Sales Promotion Research Papers-59
Received date February 02, 2015; Accepted date April 07, 2015; Published date April 17, 2015 Citation: Familmaleki M, Aghighi A, Hamidi K (2015) Analyzing the Influence of Sales Promotion on Customer Purchasing Behavior. doi: 10.4172/2162-6359.1000243 Copyright: © 2015 Familmaleki M, et al.This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

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Promotion mix; Sales promotion; Buyer decision making Modern marketing is more than just producing good products, suitable pricing and easy access to them [1].

Today, attracting new customers has become so important in modern retailing in addition to loyal to them and efforts have been paying in that perspective as known, the cost of keeping consumers present is less than the cost of gaining new customers. Firms have to rethink the relationship between attitude and behavior of their consumers.

The purpose of this study is to investigate the effects of sales promotion on buyer decision making process.

In other words, the general objective of this study was to find out the effectiveness of some elements on the buying behaviors of customers.

In other words, a sales promotion provides the incentive for consumers to purchase some specific products, and this incentive is different from the incentive provided by advertising with respect to the reasons to purchase those specific products.

The purpose of a sales promotion is to attract new customers, maintain existing customers who are contemplating switching brands and give incentives to customers who are about to use competing products.

The promotion mix includes the tools like Advertising, Public Relations, Sales Promotion, Direct marketing and Personal Selling [6].

These elements are included in the integrated marketing communications mix (Figure 1).

Promotion is referred to as “any communication used to inform, persuade, and/or remind people about an organization’s or individual’s goods, Services, image, ideas, community involvement, or impact on society” [3].

Promotion (also referred to as Integrated Marketing Communication (IMC)) mainly consists of messages and related media that are used to communicate with the market.


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