Keyword

Sales promotion, benefits, types of promotion, intrinsic and extrinsic effects

Abstract

Sales promotion is a key ingredient in marketing campaigns, with designed short term incentive tools aimed at consumers to influence quicker or greater purchase of particular products or services [Kotler]. Several advantages have been identified as a result of sales promotional activities sides increased sales and revenue. The objective is to find out the reaction of customers of consumer goods to sales promotion using Unilever Uganda as case study. The result reveals that while sales revenue has increased customers perception about products due to sales promotions has not changed much and that loyal customers may not be affected by the price change


Full Text : PDF

References
  1. Alvarez, A.B. & Casielles R. V (2005). Consumer evaluations of sales promotion: the effect on brand choice, European Journal of Marketing, Vol.39 No. 1, pp. 54-70
  2. Behrer, Mattias & Larson, Asa. (1998) Event Marketing – att anvanda evenemang som strategisk resurs i marknadsforingen, Gotborg. IHM Forlag AB.
  3. Blattberg, R.C. & Neslin, S (1990), Sales Promotion: Concepts Methods, and Strategies, Englewood Cliffs, N.J, Prentice Hall.
  4. Bobby Anderson and Aman Hailemariam “Sales Promotion in B 2 B Setting” Bachelor thesis, Lulea University of Technology.
  5. Brown G. Robert (1974), “Sales Response to Promotion and Advertising, Journal of Advertising Research, August 1974 
  6. Buzzel Robert, Quelch John and Salmon Water (1990), “The Costly Bargain of Trade Promotion”, Harvard Business Review, 68 (2), 141-49
  7. Calf F. Mela, Sunil Gupta and Donald R. Lehman, “The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice,” Journal of Marketing Research (May1997): 248-61
  8. Close A.G., Finney, R.Z & Sneath, J.Z (2006). Engaging the consumer through event marketing, Journal of Advertising Research, Vol.46 Issue 4, pp. 420-433
  9. Faris W. Paul and Quelch A. John, “In Defence of Price Promotion”, Sloan Management Review (Fall 1987): 63-69
  10. Heerden, Van C. H. (2001). Factors Affecting Decision-Making in South African Sport Sponsorships, Unpublished Doctoral Dissertation, University of Pretoria
  11. Inman, J.J., McAlister, L & Hoyer, W.D. (1990). Promotion signal-proxy for a price cut?, Journal of Consumer Research, Vol. 17 No. 6, pp. 74-81
  12. Kempf, D. S., & Smith, R. E. (1998). Consumer Processing of Product Trial and the influence of Prior Advertising: A Journal of Marketing Research, Vol.35 No. 8, pp. 325-338
  13. Kotler Philip Marketing Management, 11th Edition, Pearson Education Inc Upper Saddle River, New Jersey.
  14. Kwok, S., & Uncles, M (2005) Sales Promotion Effectiveness: the impact of consumer differences at an ethnic-group level, Journal of product & brand management, vol.9 no.6, pp. 389-414
  15. Law, Rajiv and Ram Rao (1997), “Supermarket Competition: The Case of Every Day Low Pricing”, Marketing Science, 16 (1), 60-80
  16. Magid M Abraham and Leonard M. Lodish  (1990) “Getting the Most out of Advertising and Promotion”, Harvard Business Review, 68  (3) (May-June), 50-63 
  17. Nufer, G (2002) Wirkungen Von Event Marketing. Deutscher Univesitats – Verlag Wiesbaden
  18. Promotion Marketing Association of America Inc. (1994), Winning the Promotion: The Reggie Award Winners. Ravenswood, IL: Dartnell Corporation.
  19. Srinivasan, Shuba, Koen Pauwels, Dominique M Hanseens and Mnik Dekimpe (2004) “Do Promotions Benefit Retailers, Manufacturers or Both” Management Science 50 (5) 617-29.