An investigation of effectiveness of sales promotions on consumer behaviour
Başlık çevirisi mevcut değil.
- Tez No: 403179
- Danışmanlar: Dr. HUI WANG
- Tez Türü: Yüksek Lisans
- Konular: Ekonomi, Reklamcılık, İşletme, Economics, Advertising, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2013
- Dil: İngilizce
- Üniversite: University of Sunderland
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 78
Özet
Özet yok.
Özet (Çeviri)
This study investigates efficiency of sales promotions on consumer behavior. Sales promotion is one side of the promotional mix. The importance of the sales promotions comes from the direct relationship between consumers and companies. Consumers are able to show the reaction towards the promotion quickly and as a result, companies move according to their actions. Consumer buying behavior is influenced by certain contexts such as becoming loyal to the market, sales promotions, and advertisements. The main aim of sales promotions to draw new customers to the market, keep the loyal customers at hand and having comparative advantage towards to other companies. For this reason, there is a strong relationship between sales promotion and consumer behavior, and both contexts affect each other. In order to achieve the goal of the company with sales promotions concept, which is profit maximization in most cases, sales promotions are not only inside activity but also it is outside activity. Sales promotions should be supported with outside activities such as PR activities or making unique events. Sales promotions can be varied. In some cases sales promotions can be standardized such as using the same method in specific areas. However, this can be changed in some cases and new strategies can be adopted. On the other hand, the key point of the study is the relationship and effectiveness of sales promotions on consumer behavior. Sample of this study is chosen with probability sampling and consists of 200 people. A questionnaire and an interview were used as a collection method. The result of the questionnaire shows that more than majority of the people think that the sales promotions are vital and customers demand more sales promotions. The information gathered from the interview has revealed that TFC will do more sales promotions in the future but more is needed for today. For this reason, the recommendations to the TFC heavily based on its sales promotions strategies.
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