Read the effects of lucky draw sales promotion on brand loyalty in mobile telecommunication industry, african journal of economic and management studies on deepdyve, the largest online rental service for scholarly research with thousands of academic publications available at your fingertips. This research assesses the relative impact of a long-term brand management instrument (brand personality) and a short-term marketing mix instrument (sales promotions) on brand equity formation. Measuring effect of sales promotion to buy and to take advantage of the lower price and, for many brands, most buyers were already familiar with the brand before the promotion the promotion. Null hypothesis: sales promotion has no effect on brand switching (µsales promotion has an effect on brand switching (µ3) a t-test was done on the likert-scale questions at 95% level of confidence (5% significance.
Sales promotions have been studied very extensively over the past decades and today have become one of the chief factors in the promotional domain the importance of sales promotions is. Non-price promotions such as sweepstakes, frequent user clubs, and premiums add excitement and value to brands and may encourage brand loyalty (eg, aaker 1991 shea, 1996) a large body of literature has examined consumer response to sales promotions, most notably coupons (eg. The impact of sales promotion on sales: a case of selected telecommunication firms in nigeria† the present paper investigates the influence of sales promotion as a marketing strategy of the telecommunication firms in nigeria on consumer buying and network switching.
While sales promotion is a powerful and effective method to produce immediate short term positive results, it is not a cure for a bad product or bad advertising in fact, a promotion is speed up the killing of a bad product. Sales promotions and the choice set composition have compensatory effects on brand switching selecting the effective instruments and identifying the target. Of sales promotion coupons, samples, premiums, package and price arbitrage in terms of promotional offers, consumers get coupons are entitled to expect products original price (ndubisi and chew, 2006.
Sales promotions is another key tool in communication plans of marketing that will have effect on brand equity sales promotions can be divided into two monetary and non-monetary sections many of the previous researchers have concentrated on monetary sales promotions such as types of discounts and coupons of purchase, but there are some doubts about the effect of this tool on quality of brand (nilson, 2006,150-167. Indicate the positive effect of brand equity dimensions on brand equity and strong effect of selected marketing mix components on these dimensions kim and hyun (2010) presented a model for evaluating the effects of marketing mix's. Get microsoft word doc 2003, 2007, 2010 or pdf effect of sales promotion on brand loyalty for coca cola soft drink abstract this project work was focus on the sale promotion and brand loyalty for coca cola soft drink in enugu state with a particular reference of nigeria bottling plc, the problem the researcher tackled were to find out if the cus.
The effects of sales promotions are taken under study to comprehend its effects on brand equity in two countries with two distinct environments the results indicate that a causal order in. Promotions of frequently promoted brands, for example, tend to have a positive short-term effect on both retailers' and manufacturers' revenues but a negative impact on retailers' profit. But what effect has sales promotion in the marketing of coca-cola brand of soft drink in enugu urban 13 objectives of the study in consonance with the macro objective to determine the effect of sales promotion on soft drink product in enugu urban, this research has some objectives and they are. The effects of sales promotion on consumer buying decision abstract this research was under taken to elicit the effect of sales promotion on consumer buying decision using coca-cola bottling company as a case study.
Purpose - the purpose of this paper is to empirically examine the relationship between lucky draw sales promotion (ldsp) and the four phases of brand loyalty in the telecommunication industry. Sales promotion is generally used to increase sales in the short term by businesses and especially used widely to influence consumers by businesses and agents of the consumer good markets to identify and select the appropriate sales promotion techniques for businesses is an important decision. The model incorporates three potential effects of free samples on sales: (1) an acceleration effect, whereby consumers begin repeat purchasing of the sampled brand earlier than they otherwise would (2) a cannibalization effect, which reduces the number of paid trial purchases of the brand and (3) an expansion effect, which induces purchasing by consumers who would not consider buying the brand without a free sample. As a result when a brand leader does frequent sales promotions, there is risk that this brand's sales will be decreased in the long run however, the advantages of sales promotion should be taken into consideration as well.