STUDIES

According to a local study by Gutierrez (2008) that examines the efficacy of an in-store media promotion
in urban Philippines, it acquires consumer perceptions, attitude toward in-store media promotions and
its effect on purchase behavior. It explains the implication making about in-store media more effective.
Also, based on a study highlighting the factors affecting planned or impulsive purchases (Gutierrez,
2004), results revealed that product category, purchase frequency, and brand comparison are substantial
factors affecting planned and impulse purchases. The study suggests that promoting impulse buying
should produce a store environment that has less negative perception of impulse. Given that majority of
the purchases are planned, stores should consider having a clear environment implementing actions to
promote shopping effectiveness.

There are different types of sales promotion namely trade promotion, retailer promotion and consumer
promotion. Trade promotion is the promotion provided by the manufacturers to the retailers. Retail
promotion is the promotion provided directly by the retailers towards the consumers. It comprises
contest, free goods, feature advertising, displays, price cuts and retailer cupons (Blattberg and Neslin,
1990). Consumer promotion is the promotion provided by the manufacturers straight to the consumers.
It contains price packs, sampling, financing incentive advertising specialties and tie in, bonus or value
packs, special events, rebates and refunds, sweepstakes contest, and premium. (Blattberg & Neslin,
1990)

Promotional tools such as coupons, price discounts, point of sale display, premium, and free samples are
used to effectively persuade the target market as it creates interest, generate sales and increase
awareness.

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There are several studies conducted on the promotional strategies and consumer behavior. For example,
the study conducted by MarketingSherpa (2016) through an online survey fielded with a sample of
United States consumers showed that companies need to focus on the ways customers want to receive
promotions and regular updates. It was also revealed that there was strong preference of consumers to
receive updates in the email which was less popular with marketers. Customers also prefer visiting
websites which is less popular also among marketers instead marketers prefer attending local events
with less consumers’ preference.

According to Ahmad (2015), the primary benefit of promotions is consumers’ stimulation in comparing
brands and the ability to evaluate possibilities for purchase decisions. In his study, the firms in Pakistani
industries use varied promotional strategies based on preferences of consumers to boost company sales.
It was evident that attitude towards price discounts, coupons, free samples, and buy one get one free
are significantly related to buyer behavior.
 In another study by Familmaleki et al. (2015), the effects of sales promotion on the decision making
process of buyers was investigated. The increased profits and customer purchases were found to come
from marketing activities related to sales promotions. The strategy was proven to be a vital marketing
tool specifically in reaching targeted consumers and persuading them to buy. The strategy is used
primarily to elicit an impact directly from customers’ purchase behavior. Buying behavior is also
influenced directly by sales promotion. The various elements of sales promotion such as price discounts,
free samples, physical and social surroundings motivate buying behavior. Results of the study revealed
significant relationships between price cutting, customer value, customer satisfaction, behavioral
intentions, and value. It was also showed that attractive sales promotions enhance repurchases
intentions of customers.

A similar study of Shamout (2016) determined the impact of sales promotion in the retail industry that
involved price discount, coupons, sample, buy one get one free on the buying behavior of consumers.
Findings of the study revealed that promotional tools positively induce consumer’s behavior but coupons
were found to have no influence on the buying behavior of customers. Sales promotion was intended to
add extra product and service value within the framework of strategic marketing. It increased purchases
and was found to be more effective when used when the deal is going on. This is congruent to the study
of Anyadighibe et al. (2014) on the impact of personal selling in retail banks on productivity. It was found
also that customer retention, sales volume, and customer relationship have statistically significant
relationships.

https://ijair.iiari.org/media/publications/345657-promotional-strategy-preferen
RRL

Promotion is more important in changing the timing rather than the level ofpurchasing
because customers tend to buy earlier (Doyle and Saunders, 1985). Promotionis the marketing effort
designed to communicate to an organization’s target market.Promotion is, undoubtedly, the most
visible element of the marketing mix (Govoni, Engand Galper, 1986; Guiltinan and Paul, 1994; Lamb, Hair
and McDaniel, 1992; Pride and Ferrel, 1989). There is a growing emphasis on designing the best
marketing promotional strategies, sales promotion, public relations and personal selling in order to
communicate with their present and potential consumers (Kotler, 1994). Promotions is responsible
formoving the demand curve upward and to the right by utilizing some or all of the elements of the mix
– advertising, personal selling, and publicity along with sales promotions(Ward and Hill, 1991).

Promotion is essentially the

sales of efforts of a business
enterprise and includes
the function of informing,
persuading and influencing the
purchase decision of existing
the prospective consumers
with the object of
increasing sales volume and
profits.
Promotion is the efforts of the
seller to sell the product
effectively. Promotion is the
communication with the
customers to pursue them to
buy the product. It is the duty of
the
marketing manager to choose
the communication media and
blend them into an effective
programme.
Promotion is essentially the sales of efforts of a business enterprise and includes the function of
informing, persuading and influencing the purchase decision of existing the prospective consumers
with the object of increasing sales volume and profits. Promotion is the efforts of the seller to
sell the product effectively. Promotion is the communication with the customers to pursue them to buy
the product. It is the duty of the marketing manager to choose the communication media and blend
them into an effective program.

https://www.studocu.com/ph/document/central-luzon-state-university/managerial-accounting/
effectiveness-of-discounts-or-promotional-tools/14312076?
fbclid=IwAR2IHoWOQGavrpznUyalp5bYe4pX18PCS4me4W0HZcSObR3QQiTmlJQpF3U
strategies, sales promotion,
public relations and personal
selling in order to communicate
with their present and potential
consumers (Kotler, 1994).
Promotions is responsible for
moving the demand curve
upward and to the right by
utilizing some or all of the
elements
of the mix – advertising,
personal selling, and publicity
along with sales promotions
(Ward and Hill, 1991).
Promotion is essentially the
sales of efforts of a business
enterprise and includes
the function of informing,
persuading and influencing the
purchase decision of existing
the prospective consumers
with the object of
increasing sales volume and
profits.
Promotion is the efforts of the
seller to sell the product
effectively. Promotion is the
communication with the
customers to pursue them to
buy the product. It is the duty of
the
marketing manager to choose
the communication media and
blend them into an effective
programme.
2.4 Impact of Sales Promotion
on Consumer Buying Behavior
Balaghar, Majidazar, and Niromand (2012) described Sales promotion as mosteffective tool after
advertising. According to them, sales promotion increases salesvolume. Blattberg, Eppen and
Lieberman (1981) described that Sales promotion increasespurchase acceleration in terms of quantity
purchased. It also decreases timing betweentwo purchases. Ailawadi and Neslin (1998) argued that Sales
promotion induces purchaseof more quantity of product than without sales promotion. Even, it also
increases thequantity consumed by the customers. Sales promotion also leads to brand
switchingamong consumers. However, some of the authors have reported that sales promotion does not
have significant impact on consumer buying behavior. (Manalel, Jose and Zacharias(2007) found that
Consumers do not perceive sales promotion scheme favorably. According to Das and Kumar
(2009), Retail sales promotion plays limited role onconsumer buying behavior.

https://www.studocu.com/ph/document/central-luzon-state-university/managerial-accounting/
effectiveness-of-discounts-or-promotional-tools/14312076
https://www.scribd.com/document/527984534/LITERATURE-REVIEW-of-promotion?
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