scholarly journals Two Wing Models of Sales Promotion: Theorization and Examination

2012 ◽  
Vol 4 (1) ◽  
pp. 12-25 ◽  
Author(s):  
Imran Anwar Mir
Keyword(s):  
Research Study ◽  
Purchase Intentions ◽  
Consumer Perceptions ◽  
Sales Promotion ◽  
Price Discounts ◽  
Wing Model ◽  
Different Types ◽  
Marketing Tool ◽  
Asian Context ◽  
The Impact

Sales promotion is an important and frequently used marketing tool to influence the consumers’ purchase intentions directly. This research study introduces a two-wing model of sales promotion to show the comparative impact of different formats and benefit levels of instant price discounts and next off purchase promotions on the consumer perceptions and purchase intentions of the promoted products. The uniqueness of this model is that it separately tests the impact of different types and formats of instant price discounts and next off purchase promotions on the consumers’ overall perceptions and purchase intentions of the products under sale. The empirical testing of this model reveals some important findings that can help marketers to develop result oriented sales promotion techniques in Asian markets. Since, this model has been tested in an Asian context only. To know its multi-cultural application it needs to be tested in diverse cultural contexts.

scholarly journals Study of Various Sales Promotion Tools Implemented by “Big Bazaar” and Its Impact on Consumer Satisfaction

2019 ◽  
pp. 23-29
Author(s):  
Dr. Samir Dubey
Keyword(s):  
Consumer Satisfaction ◽  
Demographic Variables ◽  
Purchase Intentions ◽  
Sales Promotion ◽  
Primary Research ◽  
Descriptive Research ◽  
Tools And Techniques ◽  
The Impact ◽  
Mobile Telecom ◽  
Structured Questionnaire

Consumer Satisfaction is the measure of the degree that companies tend to match and surpass with relation to their expectations. Retail Industry is a consumer centric Industry with a direct connect with the consumers round the year in various segments like food, apparel, pharmacy, mobile telecom, jewellery and many more verticals. Big Bazaar was the first to turn the picture of Hypermarket India, which introduced and serviced all these segments under one roof. Innovations and Initiatives have been their differentiators. The paper attempts to assess and reveal the sales promotion tools and techniques of Big Bazaar. The study is based on descriptive research design with a structured questionnaire furnishing information regarding behavioural characteristic and demographic variables. A Primary research was conducted with 400 consumers visiting Big Bazaar, through specifically designed personal interview process and analyses the impact of these promotional tools on purchase intentions.

INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION

2021 ◽  
Vol 14 (8) ◽  
pp. 145-158
Author(s):  
Raj Kumar Singh ◽  
Bijay Prasad Kushwaha ◽  
Tushita Chadha ◽  
Vivek Anand Singh
Keyword(s):  
Digital Media ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Purchase Intent ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Consumer Purchase Intention ◽  
Marketing Tool ◽  
The Impact

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.

scholarly journals Moral identity centrality and cause-related marketing

2016 ◽  
Vol 50 (1/2) ◽  
pp. 236-259 ◽  
Author(s):  
Hongwei He ◽  
Weichun Zhu ◽  
Dennis Gouran ◽  
Olivia Kolo
Keyword(s):  
Field Experiments ◽  
Moral Identity ◽  
Behavioural Response ◽  
Sales Promotion ◽  
Brand Attachment ◽  
Content Type ◽  
Cause Related Marketing ◽  
Identity Centrality ◽  
Marketing Tool ◽  
The Impact

Purpose – This paper aims to examine how consumer moral identity (MI) affects the impact of cause-related marketing (CRM). CRM is a popular hybrid marketing tool that incorporates charitable initiatives and sales promotion. CRM has strength in simultaneously encouraging consumer purchases and doing something good for the society. Drawing on the moral identity (MI)-based motivation model, this research examines how consumer MI influences consumer behavioural response to CRM. Design/methodology/approach – Two field experiments were conducted to test a series of hypotheses relating to the conditional effect of MI on behavioural response to CRM. Findings – Brand social responsibility image and emotional brand attachment positively moderated the relationship between consumer MI centrality and intention to purchase CRM sponsor brand. Originality/value – Findings contribute to the literature on CRM, MI-based motivation of consumer behaviour and emotional brand attachment.

What’s done in the dark will be brought to the light: effects of influencer transparency on product efficacy and purchase intentions

2020 ◽  
Vol 29 (5) ◽  
pp. 675-688
Author(s):  
Parker J. Woodroof ◽  
Katharine M. Howie ◽  
Holly A. Syrdal ◽  
Rebecca VanMeter
Keyword(s):  
Social Media ◽  
Purchase Intentions ◽  
Persuasion Knowledge ◽  
Performance Expectations ◽  
Consumer Evaluations ◽  
Content Type ◽  
Light Effects ◽  
Marketing Tool ◽  
Financial Relationship ◽  
The Impact

Purpose The purpose of this paper is to examine the impact of the type of disclosure used by social media influencers on consumer evaluations of influencer transparency, product performance expectations and how those factors ultimately influence purchase intentions. Design/methodology/approach An experiment was conducted with 321 participants recruited from MTurk to test a moderated serial-mediation model. Findings The results indicate that when consumers become cognizant that an influencer’s branded promotional post may have been motivated by an underlying financial relationship, they evaluate the influencer as significantly less transparent if a more ambiguous disclosure is used relative to a clearer disclosure. Transparency perceptions of the influencer impact consumers’ perceptions of product efficacy as well as purchase intentions. Originality/value Social media influencers are rapidly emerging as a popular marketing tool for brand managers, but consumer response to this form of promotion is not well understood. To the best of the authors’ knowledge, this is the first study to investigate how the type of endorsement disclosure used by a social media influencer impacts consumer perception of influencer transparency, product efficacy and purchase intentions. Further, this research demonstrates the applicability of the persuasion knowledge model in the domain of influencer marketing.

Practical Considerations for Conducting Job Analysis Linkage Exercises

2018 ◽  
Vol 17 (1) ◽  
pp. 12-21
Author(s):  
Erika J. Robinson-Morral ◽  
Cheryl Hendrickson ◽  
Sarah Gilbert ◽  
Tara Myers ◽  
Kaila Simpson ◽  
...  
Keyword(s):  
Best Practices ◽  
Research Study ◽  
Training Session ◽  
Job Analysis ◽  
Interrater Agreement ◽  
High Quality ◽  
Job Tasks ◽  
Different Types ◽  
Agreement Study ◽  
The Impact

Abstract. To follow best practices in creating selection tools, an important phase in job analysis is gathering linkage ratings between knowledge, skills, abilities, and other characteristics (KSAOs) and job tasks. However, the literature provides little guidance on best practices for collecting linkage ratings. Two studies were conducted to contribute to the limited research. Study 1 examined the interrater agreement of different types of raters: job incumbents, managers, or job analysts. Results revealed that job analysts have the highest interrater agreement. Study 2 examined the impact of a frame-of-reference (FOR) training for raters. Results suggested that a brief consensus training session vastly improved agreement among raters. These studies provide more guidance on best practices for obtaining high-quality linkage ratings.

scholarly journals Impact of Sales Promotion Offers on Product Trials and Subsequent Repurchase Behaviour: With Special Reference to FMCG

2019 ◽  
Vol 13 (01) ◽  
Author(s):  
Shamae Z. Khan ◽  
K. K. Shukla ◽  
Noor Us Saba
Keyword(s):  
Special Reference ◽  
Sales Promotion ◽  
Price Discounts ◽  
Product Trial ◽  
The Impact ◽  
Structured Questionnaire

The researcher examined the impact of sales promotion offers viz a viz coupons, price discounts, free samples, bonus packs on product trial in FMCG products. The samples point was super markets in Lucknow. A structured questionnaire was administered to collect the responses. In all 171 responses were collected non-randomly, out of which 150 usable responses were acknowledged. The study aims to provide insights and usefulness of sales promotion offers in product trial and repurchase.

scholarly journals The impact of retail shoes sales promotional activities on ladies’ purchase intentions

2014 ◽  
Vol 4 (2) ◽  
pp. 166 ◽  
Author(s):  
Sameen Akhter ◽  
Muhammad Rizwan ◽  
Shufa Shujaat ◽  
Zarmina Durrani
Keyword(s):  
Customer Loyalty ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Simple Random Sampling ◽  
Purchase Intentions ◽  
Sales Promotion ◽  
Survey Method ◽  
Sales Promotions ◽  
Spss Software ◽  
The Impact

In this study we examine how different variables impact sales promotions that ultimately influence purchase intentions of customer. The main purpose of this study is to examine how attitude towards discount affects sales promotional activities to influence customers’ purchase intention along with the impact of customer loyalty and in store displays on them. To collect information, the survey method was conducted through questionnaires to take response from the customers of Stylo shoes in Bahawalpur. For this purpose, a sample of 164 customers was selected through the simple random sampling technique and then the data was entered in SPSS software for descriptive and inferential statistical analysis. The results of the study indicate that there is no relationship between customer loyalty and sales promotion whereas attitude towards discount has a positive relation with sales promotion. Likewise, sales promotion, customer loyalty and in-store display has a significant relationship with purchase intention. The results of this study will assist retailers to select the best promotional tool that will influence purchase intentions of customer. These plans help businessmen and marketers to gain competitive advantage over their competitors and enable the businesses to earn maximum profit.

scholarly journals The Impact of Movies on Tourism among Egyptian Youth

2021 ◽  
Vol 12 (5) ◽  
pp. 90
Author(s):  
Dina Farouk Abou Zeid
Keyword(s):  
University Students ◽  
Public Universities ◽  
Research Study ◽  
Different Types ◽  
Stratified Sample ◽  
Private And Public ◽  
Males And Females ◽  
Travel Abroad ◽  
The Impact

The research study aims to examine the impact of movies on tourism  among Egyptian youth by studying the different genres of movies and the different types and forms of tourism besides applying infotainment to discover the elements of information and entertainment in movies which encourage the youth to travel. A survey is conducted of a disproportionate stratified  sample of 500 Egyptian university students divided equally between private and public universities and between males and females who have passion for traveling, travel at least once a year and are members of travel Facebook groups. The results show that Egyptian and non-Egyptian movies encourage Egyptian university students to travel abroad. The most popular types of movie-induced tourism among the youth are traveling to destinations portrayed in movies, organized tour of portrayed locations, tour of studio sets and movie-themed park. The findings indicate that movie- induced tourism is affected by movies' infotainment.   Received: 22 July 2021 / Accepted: 28 September 2021 / Published: 5 September 2021

Quota Women Are Threatening to Men

2017 ◽  
Vol 76 (3) ◽  
pp. 107-116 ◽  
Author(s):  
Klea Faniko ◽  
Till Burckhardt ◽  
Oriane Sarrasin ◽  
Fabio Lorenzi-Cioldi ◽  
Siri Øyslebø Sørensen ◽  
...  
Keyword(s):  
Decision Making ◽  
Organizational Performance ◽  
Gender Stereotypes ◽  
Perceived Threat ◽  
Preferential Treatment ◽  
Public Sector Employees ◽  
Different Types ◽  
Low Levels ◽  
Women In Decision Making ◽  
The Impact

Abstract. Two studies carried out among Albanian public-sector employees examined the impact of different types of affirmative action policies (AAPs) on (counter)stereotypical perceptions of women in decision-making positions. Study 1 (N = 178) revealed that participants – especially women – perceived women in decision-making positions as more masculine (i.e., agentic) than feminine (i.e., communal). Study 2 (N = 239) showed that different types of AA had different effects on the attribution of gender stereotypes to AAP beneficiaries: Women benefiting from a quota policy were perceived as being more communal than agentic, while those benefiting from weak preferential treatment were perceived as being more agentic than communal. Furthermore, we examined how the belief that AAPs threaten men’s access to decision-making positions influenced the attribution of these traits to AAP beneficiaries. The results showed that men who reported high levels of perceived threat, as compared to men who reported low levels of perceived threat, attributed more communal than agentic traits to the beneficiaries of quotas. These findings suggest that AAPs may have created a backlash against its beneficiaries by emphasizing gender-stereotypical or counterstereotypical traits. Thus, the framing of AAPs, for instance, as a matter of enhancing organizational performance, in the process of policy making and implementation, may be a crucial tool to countering potential backlash.

Sign in / Sign up

Export Citation Format

Share Document