INFLUENCE OF SALES PROMOTION METHODS ON CONSUMER PURCHASING DECISIONS IN PHARMACY ORGANIZATIONS

2021 ◽  
pp. 66-70
Author(s):  
А.К. Кайтбек ◽  
Г.А. Дюсембинова
Keyword(s):  
Sales Promotion ◽  
Common Method ◽  
Pharmaceutical Companies ◽  
Purchasing Decisions ◽  
Consumer Decision ◽  
Trade Promotion

Данное исследование направлено на выявление наиболее распространенных и эффективных инструментов стимулирования продаж, которые используются аптеками и фармацевтическими компаниями для того чтобы потребитель принял решение о покупке продукции. Результаты исследования показали, что, по мнению всех респондентов, техника стимулирования торговли оказывала самое сильное влияние на решения потребителей о покупке, в то время как мерчандайзинг был наиболее распространенным методом стимулирования продаж в местных аптеках. Респонденты определили стимулирование торговли как наиболее эффективный и распространенный метод. Кроме того, результаты исследования показали, что, по мнению всех респондентов, наиболее сильное влияние на покупательские решения потребителей оказали следующие инструменты стимулирования сбыта: организация и дизайн витрин среди изученных инструментов мерчендайзинга; купите 1 и получите 2 бесплатно; и подарки. Одни и те же инструменты были определены всеми респондентами как наиболее распространенные. Бесплатные образцы продвигаемой продукции оказались наиболее распространенным инструментом, но в то же время наименее эффективным. В заключение следует отметить, что результаты настоящего исследования позволяют понять, какие инструменты стимулирования продаж обычно используются в местных аптеках и какие из них оказывают наиболее сильное влияние на решения потребителей о покупке. This study aims to identify the most common and effective sales promotion tools that are used by pharmacies and pharmaceutical companies to make a consumer decision about buying products. The results of the study showed that, according to all respondents, the technique of stimulating trade had the strongest influence on consumer purchasing decisions, while merchandising was the most common method of stimulating sales in local pharmacies. Respondents identified trade promotion as the most effective and common method. In addition, the results of the study showed that, according to all respondents, the following sales promotion tools had the strongest impact on consumer purchasing decisions: organization and design of storefronts among the studied merchandising tools; buy 1 and get 2 for free; and gifts. The same tools were identified by all respondents as the most common. Free samples of promoted products turned out to be the most common tool, but at the same time the least effective. In conclusion, the results of this study allow us to understand which sales promotion tools are commonly used in local pharmacies and which of them have the strongest influence on consumer purchasing decisions.

scholarly journals Influence of Sales Promotion Techniques on Consumers’ Purchasing Decisions at Community Pharmacies

Pharmacy ◽  
2019 ◽  
Vol 7 (4) ◽  
pp. 150 ◽  
Author(s):  
Younes Ben Said ◽  
Nicola Luigi Bragazzi ◽  
Natalia Valeryevna Pyatigorskaya
Keyword(s):  
Community Pharmacists ◽  
Sampling Technique ◽  
Cross Sectional Study ◽  
Sales Promotion ◽  
Community Pharmacies ◽  
Purchasing Decisions ◽  
Cross Sectional ◽  
Pharmaceutical Sales ◽  
Research Findings ◽  
Trade Promotion

This research aims to identify the most prevalent and impactful sales promotion tools used by pharmaceutical companies on consumers’ purchasing decisions at community pharmacies. A cross-sectional study design was carried out using the non-repeated random sampling technique. Standardized questionnaires were administered by means of face-to-face interviews or via emails. The relative importance of prevalence (RIP) and the mean evaluation of effectiveness (MEE) were determined for all studied marketing tools for the different groups of respondents (pharmaceutical sales representatives (PSRs), community pharmacists, consumers, and the entire sample). Inter-individual differences in RIP and MEE were assessed by computing the coefficient of variation, whereas inter-group differences were determined by one-way analysis of variance (ANOVA) with the Scheffé test as a post-hoc test. Research findings showed that, according to all respondents, the consumer promotion technique had the strongest impact on consumers’ purchasing decisions while merchandising was the most common sales promotion technique at community pharmacies. PSRs and pharmacists identified trade promotion as the most effective and prevalent technique. Furthermore, research findings showed that, according to all respondents, the following sales promotion tools had the strongest impact on consumers’ purchasing decisions: arrangement and design of showcases among the studied tools for merchandising; buy 1 and get 2 among the studied tools for consumer promotion; and gifts among the trade promotion studied tools. The same tools were identified as the most prevalent by all respondents. Free samples of promoted products appeared to be the most prevalent tool, but at the same time was the least effective. In conclusion, the results of the present research enable an understanding of which sales promotion tools are commonly used at community pharmacies and which ones have the strongest impact on consumers’ purchasing decisions.

scholarly journals Effect of Perfectionistic and Brand Conscious on Consumer Decision-making Style of Young Adult in Batam in Mobile Phone Purchase

2019 ◽  
Vol 8 (6S3) ◽  
pp. 309-312
Keyword(s):  
Decision Making ◽  
Mobile Phone ◽  
Quantitative Research ◽  
Sampling Technique ◽  
Consumer Decision Making ◽  
Purchasing Decisions ◽  
Consumer Decision ◽  
Quality Product ◽  
Marketing Activities ◽  
Independent Variable

Mobile phone business competition moves faster and more complex. This situation forces mobile phone manufacturers to be more creative and innovative in creating new products. Perfectionistic difference is one of the reasons consumers are willing to pay more for a brand of mobile phone products that are considered quality product. Marketing activities play a role in consumer purchasing decisions in addition to customer confidence in a product so that confidence arises in the purchasing actions taken. This research is quantitative research, a type of research with the characteristics of the problem in the form of influence relations. This study uses perfectionistic, and brand conscious as an independent variable and consumer decision-making style as a dependent variable. This study is aimed to look at the regression relationship between perfectionistic and brand conscious variable and the consumer decision making style of the young adults in Batam in purchasing mobile phone products. 393 private college students in Batam were taken as respondents by using proporsive sampling technique. The results of data analysis and hypothesis testing showed that Perfectionistic significantly influenced Consumer Decision-making Style, Brand Conscious had an influence on Consumer Decision-making Style and Perfectionistic and Brand Conscious simultaneously influenced Consumer Decision-making Style.

scholarly journals Quality of Service and Brand Trust Against Decisions Using Indihome in Ciputat Area of South Tangerang

2021 ◽  
Vol 5 (1) ◽  
Author(s):  
Senen Santoso ◽  
Siswi Wulandari
Keyword(s):  
Quality Of Service ◽  
Random Sampling ◽  
Sales Promotion ◽  
Sampling Techniques ◽  
Analysis Tool ◽  
Purchase Decisions ◽  
Brand Trust ◽  
Analysis Method ◽  
Purchasing Decisions

The purpose of this study is to know the influence between sales promotion to purchase decisions, to know the influence between the quality of service to purchasing decisions, to know the influence between brand trusts on purchasing decisions. The analysis method used is multiple linear regression using SPSS 25 analysis tool. The object of the research in this study was indihome customers of Ciputat region as many as 100 people with random sampling techniques (probability sampling). The results of the analysis stated that partially sales promotion affects purchasing decisions, partially the quality of service services affects purchasing decisions and partially brand trusts affect purchasing decisions, simultaneously (sales promotion, service quality and brand trust) affect purchasing decisions. Concluded in this study is sales promotion influences the decision to use Indihome, the quality of service influences the decision to use Indihome, brand trust influences the decision to use Indihome, simultaneously the promotion of sales of services and brand trust influences the decision to use Indihome.

scholarly journals Analysis toward purchase decision determinant factors

2021 ◽  
Vol 1 (2) ◽  
pp. 155-164
Author(s):  
Aprih Santoso ◽  
Audi Sispradana
Keyword(s):  
Brand Image ◽  
Sampling Technique ◽  
Analytical Tool ◽  
Sales Promotion ◽  
Consumer Confidence ◽  
Purchase Decision ◽  
Consumer Experience ◽  
Purchasing Decisions ◽  
Cooking Oil ◽  
Decision Variables

The problem with this research is that there is a tendency to decrease demand for Hemart brand cooking oil in 2018-2019. This makes it a challenge for the Hemart cooking oil product distributor company to find out the factors that influence the decline in purchases. This study aims to analyze brand image, product quality, promotion and knowledge of sales promotion on the purchasing decisions of PT. Transfarma Semarang Branch. The population in this study were all consumers of PT. Transfarma Semarang Branch, which amounted to 566 consumers, while the sampling technique used was a non-probability sampling technique with purposive sampling and the analytical tool used in this study was multiple linear regression. The results showed that the variables of consumer confidence, consumer experience and sales promotion had a positive and significant effect on purchasing decisions of PT. Transfarma Semarang Branch and the results of the adjusted R square value in the regression model were obtained at 0.584, which means that 58.4 percent of the purchasing decision variables can be explained by the variables of consumer confidence, consumer experience and sales promotion while the remaining 41.6 percent is explained by other variables outside of this study.

scholarly journals The Effect of Sales Promotion on Purchasing Decisions

2021 ◽  
Vol 2 (2) ◽  
pp. 122-133
Author(s):  
Indri Suryani ◽  
Afriapollo Syafarudin
Keyword(s):  
Health Workers ◽  
Continuous Process ◽  
Personal Selling ◽  
Partial Least Square ◽  
Sales Promotion ◽  
Least Square ◽  
Purchasing Decisions ◽  
Partial Least Square Analysis ◽  
A Company ◽  
Positive Effect

To trigger consumer transactions in order to buy a certain product and encourage aggressive purchasing decisions. One trick is that promotion is able to stimulate demand for a product. With the promotion, it is expected that consumers will want to try these products and encourage existing consumers to buy products more often so that re-purchases will occur and the sales volume of a company's products will increase. Promotion is an important factor in realizing the sales goals of a company. In order for consumers to be willing to subscribe, they must first be able to try or research the goods produced by the company, so that buyers can be sure of these goods. Targeted promotion is expected to have a positive effect on increasing sales. Promotion is an important aspect of marketing management and is often said to be a continuous process. With promotion, people who are not interested in buying a product will be interested and try the product so that consumers make a purchase. The type of promotional mix is ​​the combination of the best strategies from the variables of advertising, personal selling, and other promotional tools, all of which are planned to achieve the goals of the sales program. This study aims to examine the effect of promotion on glove purchasing decisions. Respondents of this study used 150 research samples at various hospitals, namely doctors and health workers, the tools used in this study used the PLS (Partial Least Square) analysis method. The results of this research are the effect of promotion on purchasing decisions accepted.   Keywords: Sales Promotion, Purchasing Decision

Pengaruh Sales Promotion, Personal Selling, dan Direct Marketing terhadap Keputusan Pembelian Makanan dan Minuman di Padma Resort Legian

Widya Amrita ◽  
2021 ◽  
Vol 1 (1) ◽  
pp. 86-93
Author(s):  
Ni Putu Diana Monica Dewi ◽  
I Gusti Ayu Wimba ◽  
I.A. Sasmita Dewi
Keyword(s):  
Data Analysis ◽  
Linear Regression Analysis ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Coefficient Of Determination ◽  
Purchasing Decisions ◽  
Validity And Reliability ◽  
Literature Study ◽  
Survey Interviews

The purchase decision is the stage where consumers have evaluated the product and can form an intention to buy the most preferred product for personal consumption. The purpose of this study was to determine the effect of sales promotion, personal selling, and direct marketing on food and beverage purchasing decisions at Padma Resort Legian. This research was conducted at Padma Resort Legian. The number of samples taken was 90 consumers with the nonprobability sampling method, and with the proportional random sampling technique. Data collection was carried out through observation (survey), interviews, literature study, documentation, and questionnaires. Testing research instruments using validity and reliability tests. The data analysis technique used is multiple linear regression analysis, analysis of the coefficient of determination, t-test (partial), and F-test (simultaneous). From the results of data analysis, it was found that sales promotion had a positive and significant effect on purchasing decisions, personal selling had a positive and significant effect on purchasing decisions, and direct marketing had a positive and significant effect on purchasing decisions, while simultaneously it was found that sales promoters, personal selling, and direct marketing have a positive and significant effect on purchasing decisions.

Integration With Marketing

2020 ◽  
pp. 120-148
Keyword(s):  
Sales Management ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Sales Team ◽  
Consumer Durable ◽  
Trade Promotions ◽  
Trade Promotion ◽  
Selling Process

Sales promotion is an integral part of sales and marketing today. They are of two types – consumer promotion and trade promotion. Consumer promotion is run to entice consumers to the retail outlets and purchase the product. It also helps in building awareness and is normally run for a short period of time. Trade promotions are run to motivate the trade and the intermediaries to sell more of the product. It is a push strategy where the intermediaries try to sell more to the consumers. The downside of sales promotion is that when run repeatedly, or for a very long period of time, the brand image of the product is harmed. Sales promotions has to be run in synchronization with the integrated marketing communications plan of the brand or the product. These are normally high-profile events with lot of consumer attention through the media. More often than not, sales promotion is supported by media exposure and other communication methods, and hence, they have to be in sync with each other. The processes of buying and selling runs parallel and hence the integrated marketing communications along with sales promotion plans must take cognizance of the stage at which the product and the market is operating. While doing all these, the marketer as well as the sales team must keep in mind that there is a lot of difference between FMCG and consumer durable sales. The depth and width of distribution are completely different. The nature of intermediaries is completely different and hence the selling process also has to be quite different. International sales management is also a different cup of tea and this expertise comes over years of experience. One thing that has gained in importance in sales management and operations is ethics. This needs to be inculcated in the DNA of the sales team – right from the top to the bottom of the hierarchy.

E-Shoppers' Perception of Web-Based Decision Aid

2011 ◽  
pp. 451-456
Author(s):  
Fen Wang
Keyword(s):  
Product Information ◽  
Sales Promotion ◽  
Internet Technology ◽  
Online Support ◽  
Purchasing Decisions ◽  
Web Based ◽  
Support Tools ◽  
Key Issues ◽  
Key Features

The WWW, for better or worse, has forever changed the way retailers do business nowadays. E-shoppers, who become more sophisticated and mature nowadays, are demanding increased flexibility and intelligent aids in accessing product information, making purchasing decisions, and obtaining e-services (Anupam, Hull, & Kumar, 2001; Chen, Gillenson, & Sherrell, 2004). The Internet facilitates interactive selling approaches, whereby product offerings can be tailored to individual preferences. It allows e-shoppers to easily gather, retrieve, and analyze product information. Ultimately, the Web offers the ideal vehicle for delivering intelligent online support tools directly to customers (Grenci & Todd, 2002). Unfortunately, most e-commerce sites are rarely aware of taking advantage of such Internet-driven customer aid. Rapid advancements in Internet technology have offered a solution of Web-based customer decision support system (WCDSS) that can improve transactional efficiency by providing tailored merchandising information, offering sales support and consultation, facilitating sales promotion and advertising, and enhancing the consistency, availability and quality of online support to e-shoppers (O’Keefe & Mceachern, 1998). As the WCDSS aims to empower e-shoppers by enabling them to make informed decisions online, the question of how they would perceive such support arises. In this article, we aim to establish a theory-founded framework to understand and explain e-shoppers’ perceptions of the proposed WCDSS functions. We look at the key features of WCDSS functions that may have impact on e-shopper’s perceptions, and how to scale and analyze e-shoppers’ perceptions regarding specific functions. The specific objectives are threefold. We aim (a) to verify the role WCDSS can play in facilitating e-shoppers, (b) to identify the key issues that impact e-shoppers’ perceptions of WCDSS, and (c) to suggest ways in designing and improving WCDSS functions and interfaces.

scholarly journals Effect of digital payments and sales promotion on beverage franchise product purchase decisions :case study of Haus consumers in Binus branch

2021 ◽  
Vol 6 (1) ◽  
pp. 71
Author(s):  
Muhammad Yusuf ◽  
Pitri Yandri
Keyword(s):  
Structural Equation ◽  
Sampling Technique ◽  
Equation Model ◽  
Sales Promotion ◽  
Purchasing Decisions ◽  
Sales Promotions ◽  
Simultaneous Effect ◽  
Analysis Technique ◽  
Digital Payments

Abstract: In the era of globalization, the progress of science and technology is growing very rapidly. In the field of marketing, one of them is by increasingly advanced payment methods and sales promotions. Promotions and digital payments are also strategies to attract consumers to make purchasing decisions. This study aims to determine the partial and simultaneous effect of digital payments and sales promotions on purchasing decisions for thirsty drinks. The population of this research is the consumers of the Haus drinks,  Binus branch in West Jakarta, and have made a purchase of Haus. The sampling technique used was non-probability sampling, namely the purposive sampling technique with 80 respondents. The data analysis technique used is the Structural Equation model with SmartPLS. The results of this study indicate that digital payments and sales promotions have a simultaneous effect on purchasing decisions. Partially digital payments and sales promotions have a significant effect on purchasing decisions at the Binus branch of Haus drinks.

scholarly journals A STUDY OF CUSTOMER PREFERENCE, CUSTOMER PERCEIVED VALUE, SALES PROMOTION, AND SOCIAL MEDIA MARKETING TOWARDS PURCHASE DECISION OF SLEEPING PRODUCT IN GENERATION Z

2021 ◽  
Vol 3 (9) ◽  
pp. 265-276
Author(s):  
Hedwika Avila Diva Putri Kuncoro ◽  
Nurrani Kusumawati
Keyword(s):  
Social Media ◽  
Sleep Disturbances ◽  
Quantitative Methods ◽  
Consumer Preferences ◽  
Positive Impact ◽  
Sales Promotion ◽  
Social Media Marketing ◽  
Primary Data ◽  
Purchase Decision ◽  
Purchasing Decisions

Sleep is a major factor for human physical and mental health and abnormality in a person's sleep, this can cause sleep disturbances. The emergence of sleep disturbances makes sufferers try various sleep aids that might help sufferers to rest well. In Indonesia, many sleeping products have been created and sold in the market. The large variety of sleeping products with various functions and ways of use is a determining factor in adolescence buying sleeping products. They have several considerations before buying the sleeping products they need and want and it is because nowadays, customers have a lot of choices and considerations when they are choosing products and services. Therefore, it is necessary to understand consumer preferences because they play an important role in making purchasing decisions and in improving the marketing strategy to be implemented. For this research, researchers want to identify the important factors that influence the customers’ purchase decision towards sleeping products and find out the product attributes which become preferred by customers. The researcher uses quantitative methods by using questionnaires as primary data and a variety of literature as secondary data. This research uses non-probability sampling and requires a minimum of 200 respondents with criteria aged 17-26 years old and living in Jabodetabek and Bandung. Using Multiple Linear Regression methods, this research aims to identify the relationship between one dependent variable from five independent variables and answer the hypothesis. The overall evidence showed that product, social, personal value dimensions, sales promotion, and social media marketing have a significant positive impact on purchase decisions. Therefore, researchers suggest marketers in the sleeping product industry convey product advantages and personal values, use influencers to promote products or make price discounts and use social media to attract customers because these points influence purchasing decisions.

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