Multi-unit price promotions and their impact on purchase decisions and sales (original) (raw)
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The Effect of Promotion and Price on Purchase Decisions
Almana : Jurnal Manajemen dan Bisnis, 2020
The progress of a business is closely related to business management, while the rate of growth of a company is influenced by many things such as product development, sales concepts, and marketing concepts, therefore the sales concept and marketing concept are inseparable from promotional activities. Promotional activities are activities to promote goods directly to attract prospective buyers to the products being promoted Along with the advancing development of the era of the need for fashion has become a separate requirement for the community at large. And for products sold by PT. This study aims to determine the effect of promotion and price on purchasing decisions at PT. Total Creation. The method used was explanatory research with a sample of 96 consumers. The analysis technique uses statistical analysis with regression testing, correlation, determination, and hypothesis testing. The results of this study have a significant effect on the promotion of purchasing decisions by 41.1...
The Effect of Promotion and Price on Purchasing Decisions
2020
Indonesia with many people perfume lovers. Tiara Addict shop is a shop that sells perfume. The purpose of this research is to find out promotions, prices, purchasing decisions. In addition to determining the effect of promotion on purchasing decisions, the effect of prices on purchasing decisions and to determine the magnitude of the influence of promotions and prices on purchasing decisions perfume Tiara Addict shop. Quantitative research methods with data collection techniques through questionnaires. The results showed that promotion at Tiara Addict shop was said to be good but the promotion carried out only on one social media thus still needed to be improved even better. Prices at the Tiara Addict shop are good but there are still those that are valued according to the market price offered by consumers. The purchasing decision at the Tiara Addict shop can be said to be good but the purchasing of perfume which decreases every year results in losses. Promotion affects the purchasi...
A model of consumer response to two retail sales promotion techniques
Journal of Business Research, 2003
The occurrence and the choice of appropriate retail sales promotion techniques are important decisions for retailers. It is crucial for them to apprehend the mechanisms involved at the consumer level regarding these sales promotions. Therefore, in the context of consumers' use of retail sales promotions, a multidimensional model, which follows a cognitive -affective -behavior pattern, is proposed. This model is based on two different promotional tools -coupons and two-for-one promotions -supposed to trigger different promotional responses. Moreover, the potential influences on this pattern of consumers' traits are included. Variables such as busyness, variety seeking, perceived financial wellness, market maven, brand loyalty and store loyalty that were previously introduced in research on coupon promotions are posited to have specific influences on the three components of the pattern. Through contrasting two types of promotional tools, we highlight commonalities in the process of promotion use, but nonetheless significant and interesting differences, both in the whole process and in the influence of individual-difference variables. Results and implications for retailers as well as for researchers are discussed. D
Consumers use of price promotions: a model and its potential moderators
Journal of Retailing and Consumer Services, 2001
In the context of consumers' use of price-oriented promotions, a multidimensional model, which follows a cognitive}a!ectivebehavior pattern was proposed. This model integrates all the aspects of how and why consumers use sales promotions and speci"es the linkage between consumers' beliefs, attitude and behavior. The cognitive component of the pattern included two dimensions: (a) the overall evaluation of the bene"ts triggered by the use of the promotion and (b) the information search about the potential price promotions. It is posited to in#uence the degree of liking of speci"c price promotions as well as the liking of deals in general. This a!ective component is then posited to in#uence behavioral intentions towards price promotions and stockpiling. A structural equation modeling analysis (SEM) o!ers relatively strong support for the expected paths. Moreover, the potential in#uences on this pattern of consumers' traits are included. Busyness, variety seeking, perceived "nancial wellness, market maven and brand loyalty are posited to have speci"c in#uences on the three components of the pattern. Results are presented and discussed.
The 'Big Four' price promotions in predicting decision utility and efficacy
2018
One way that retailers help the consumer make choices is via promotions-price framing methods that explicitly offer a price reduction of value for money off the regular retail price (RRP). However, there is a growing body of research that has indicated that merely the word 'promotion' or 'deal' can increase purchase intentions despite the deal offering no savings. Despite these findings, almost no research has quantifiably considered which, how and to what extent different promotional methods can bias decisions. Furthermore, very little is known about how consumers go about making promotional decisions or which psychological factors impact the decision-making process. Considering a broad range of decision-making frameworks and psychological theories, this thesis aims to explore the extent that promotional practices influence decision-making outcomes. Furthermore, it will consider how psychological traits like financial literacy, experience and brand relationships moderate any found effects. To achieve these objectives the effect of the four most common promotional practices on decision utility will be tested in light of: the previous literature on decision-making and promotions (Chapter 1); expert interviews describing the traits or behaviours important in developing promotional strategies (Chapter 2); the effect of information processing on promotional decision making (Chapter 3); how prices are internalised (Chapter 4); and consumer relationships (Chapter 5). Finally, the results of each chapter will be used to create and test a framework of promotional decision-making. Creating and testing this framework in an experimental and more ecologically valid setting, i.e. a virtual supermarket will be the sole purpose of Chapter 6. The aim of creating and validating the framework will be to significantly contribute to: academia, by adding some novel research to the growing promotional literature; and practice, by considering how the practices specific effects to decision making can impact fair pricing practices and consumer education. CONTENTS CHAPTER 1: INTRODUCTION 1.1 Thesis Scope .
EFFECT OF SALES PROMOTION SCHEMES ON PURCHASE QUANTITY: A STUDY OF MALAYSIAN CONSUMERS
The research aims to study the effect of sales promotion on the purchase quantity and recommend sales promotional means and methods that could improve sales for retail sector in Malaysia. The impact of coupons, bonus packages, premiums, free samples and price discount is measured on purchase quantity of Malaysian retail consumers. Empirical data is gathered from 150 respondents using self-administered questionnaire and analyzed using correlation and regression analysis to examine the relationship between variables. The findings of the study reveal that all independent variables influences purchase quantity positively and significantly while free samples and price discounts are most influential factors for Malaysian market.
Journal of Product & Brand Management, 2001
This research examines the effects of bundling format (partially-bundled attributes vs. unbundled attributes) and framing of promotional discounts (rebate, discount and free-options) on perceived quality, price acceptability, perceived value and subsequent purchase intentions. The results indicate that price reductions that are framed as providing``free'' product options are perceived more favorably than conventional discounts which, in turn, are more favorable than rebates, holding the total amount of a price reduction constant. The results also suggest that unbundling of deals (or segregation of gains) enhances these perceptions.
The Effect of Promotions and Consumer Preferences on Purchase Decision
Advances in economics, business and management research, 2022
This study aims to explain the effect of promotion and consumer preferences on clothing purchase decisions at Zalora either partially or simultaneously with descriptive and quantitative approaches. The number of samples was 105 respondents using the purposive sampling technique. Furthermore, the data were analyzed by path analysis. The descriptive test results explain that the promotion, consumer preferences, and purchase decision patterns are considered good. There is a positive and significant correlation between promotion and consumer preferences. The influence partially explains the effect of promotion, which is explained by 22% on purchase decisions, and the influence of consumer preferences by 50% on purchase decisions. The simultaneous effect is explained by 71% if promotion and consumer preferences have a positive and significant effect on clothing purchase decisions at Zalora.
The Impact of Promotion and Price on Purchase Decision Consumers at Marketplace Shopee
2021
All aspects of human life today use the internet, for example in the trade aspect. Based on these needs, various websites/applications have emerged that provide consumer goods. One such website/application is Shopee. This study focuses on purchasing decisions on the Shopee application. Purchasing decisions have several influencing factors, but researchers only take two factors, namely Promotion and Price. The purpose of this study was to analyze the effect of promotions and prices on purchasing decisions on the Shopee application/website. The approach in this study uses a quantitative approach, with the data collection technique is a questionnaire. This study used 100 respondents based on purposive sampling theory (respondents based on predetermined criteria). The data that has been collected through the distribution of the questionnaire will then be processed using multiple linear regression analysis techniques with the help of the SPSS program. The results of this study indicate t...