Sales promotion effectiveness: the impact of consumer differences at an

ethnicgroup level
Purpose
Aims to examine the proposition that consumer sales promotions are more effective when they
provide benefits that are congruent with those of the promoted product. This proposition is
considered at the ethnicgroup level (i.e. do differences in cultural values at this level have an
impact on sales promotion effectiveness?).

Design/methodology/approach

A quasiexperimental design is used to test a series of hypotheses based on a sample of

AngloAustralians and ChineseAustralians. The main experiment is informed by the results of
two pretests.

Findings

First, there are significant differences in consumer cultural values at an ethnicgroup level.
Second, despite these differences, ethnicity does not have a significant impact on responses to
sales promotions. Third, the expected congruency effects between products and promotion types
are not found.

Research limitations/implications
Some of the detailed results match those reported in previous studies, but there are important
differences too.

Practical implications

There is a need to be aware of differing cultural values at an ethnicgroup level.

Notwithstanding this inference, the second finding suggests that there continues to be scope for
using standardised strategies when promoting to different ethnic groups. Finally, considerable
caution should be exercised when planning promotion strategies around hopedfor congruency
effects.

Originality/value

New light is cast on the relationship between consumer differences at an ethnicgroup level and
the effectiveness of various types of sales promotion for utilitarian and hedonic products.

Simon Kwok, Mark Uncles, (2005) "Sales promotion effectiveness: the impact of consumer
differences at an ethnicgroup level", Journal of Product & Brand Management, Vol. 14 Issue: 3,
pp.170 - 186
 The Effectiveness of Sales Promotion Tools among Indian Consumers: An
Empirical Study
Marketers use sales promotions to boost sales. Sales promotion tools vary in their effectiveness
to elicit different sales responses. Companies have a specific goal when they choose to use any
promotional tool. Many researchers believe that sales promotions are zero sum game. Unlike in
the West, in India brand loyalists outnumber price buyers by 200%. This paper investigates the
effectiveness of select sales promotional tools in generating different buying behaviors. The
study reveals that sales promotions, in India, do not help in category expansion. They are
effective measures for inducing brand switching, stock piling, and purchase acceleration.

International Journal of Research in Marketing - INT J RES MARK. 01/1991; 8(3):205-222.

EFFECTIVENESS OF SALES PROMOTION IN FMCG RETAIL STORES

IN COIMBATORE CITY
The study aims to analyze "Effectiveness of sales promotion in FMCG retail stores in
Coimbatore city. The objective of the study was to find out the effectiveness of the sales
promotion provided by FMCG retail stores. The type of research used for this study was
descriptive research design. A well structured questionnaire was designed and data was collected
from major FAMCG retail stores of Coimbatore. Customers were questioned about their
awareness level, frequency of shopping, attitude towards sales promotion and their preferred
scheme. Proportionate stratified random sampling technique was used to select the samples due
to the availability of number of stores in different retail formats. The sample size was 106. The
study reveals that price discounts and buy one and get one provided by these stores are most
effective. It was found that customers are highly loyal and they do not prefer to the switch stores
based on the promotion. This study will help the retailers to evaluate their promotion strategies to
give a better promotion which would attract the customers.

Global Management Review;2011, Vol. 5 Issue 4, p84

 The Effectiveness of Sales Promotion Tools

Supermarkets, as a retailer that often uses sales promotion devices, need to be

able to assess the effectiveness of these tools. This article investigates consumer

response (brand switching, purchase acceleration, stockpiling, product trial, spending

more) to five different sales promotion tools (price discounts, in-store demonstrations,

coupons, sweepstakes and games, and buy-one-get-one-free) commonly used in

Hong Kong supermarkets. The study of 206 supermarket shoppers found that price

discounts and buy-one-get-one-free are the most effective promotional tools to

induce purchase acceleration, stockpiling, and spending more. In-store

demonstrations are mainly effective in encouraging product trial. Coupons are mainly

effective in inducing stock piling and purchase acceleration. Sweepstakes and games,

in contrast, are relatively ineffective in terms of generating all types of consumer

response. Finally, the article makes recommendations for marketers and supermarket

managers.

Yi-Zheng Shi Department of Marketing Hong Kong Baptist University

The Effectiveness of Sales Promotion Tools among Indian Consumers: An

Empirical Study

Marketers use sales promotions to boost sales. Sales promotion tools vary in their effectiveness
to elicit different sales responses. Companies have a specific goal when they choose to use any
promotional tool. Many researchers believe that sales promotions are zero sum game. Unlike in
the West, in India brand loyalists outnumber price buyers by 200%. This paper investigates the
effectiveness of select sales promotional tools in generating different buying behaviors. The
study reveals that sales promotions, in India, do not help in category expansion. They are
effective measures for inducing brand switching, stock piling, and purchase acceleration.
Manish Mitta & Poojae Sethi, Journal of Promotion Management Volume 17, Issue 2, 2011

Effectiveness of Sales Promotional Tools in Malaysia: The Case of Low

Involvement Products
The thrust of this paper is to evaluate the effectiveness of sales promotional strategies namely,
coupon, price discount, free sample, bonus pack, and in-store display in the purchase of low
involvement products by Malaysian consumers. The paper also recognises that certain
demographic factors such as education and income of consumers could potentially confound the
observed relationships hence, these factors were controlled. A total of 312 consumers in Kota
Kinabalu, Malaysia were surveyed using structured questionnaire. The results show that price
discounts, free samples, bonus packs, and in-store display are associated with product trial.
Coupon does not have any significant effect on product trial. Details of the findings and their
implications are discussed. According to Shimp (2003), sales promotion refers to any incentive
used by a manufacturer to induce the trade (wholesalers, retailers, or other channel members)
and/or consumers to buy a brand and to encourage the sales force to aggressively sell it. Retailers
also use promotional incentives to encourage desired behaviours from consumers. Sales
promotion is more short-term oriented and capable of influencing behaviour.

Ndubisi, Nelson Oly Academy of Marketing Studies Journal , Vol. 10, No. 2

Management of Sales Promotion in Nepal: A Perspective on Construction-

Material Market
In view of the rising market for construction materials fuelled by spiral growth of urbanisation
and resumption of infrastructure development works in the country; it is desirable to inquire into
sales promotion strategies of the firms involved in manufacturing and marketing construction
materials in general and reinforcement bars in particular. By researching into 232 buyers
comprising construction contractors and individual builders, and another 150 retailers and
dealers for two years (2006-2008), the study has sought to investigate into the current state of
sales promotion programmes (SPPs) of construction material industries, which cater to the needs
of a 30-billion rupees business of construction sector. The study has inferred that there is a
noticeable influence of general SPPs, more specifically of money-based tools (cash rebates,
discounts and cash coupons), on sales of reinforcement bars in the capital Valley's thriving
market. The findings could prove instrumental to managers in formulating effective promotion
strategies.

Administration And Management Review Volume 21, No. 2, 2009 Page: 1-21
 The effectiveness of tobacco sales ban to minors: the case of Finland

The objective is to evaluate the effects of the 1977 and 1995 tobacco sales bans on tobacco
acquisition of minors.

Design: Biennial nationwide postal surveys (adolescent health and lifestyle survey, AHLS) in
19772003; annual classroom surveys (school health promotion survey, SHPS) in 19962003.

Setting and participants: Entire Finland12, 14, 16, and 18 year olds (AHLS, n = 80 282);
eighth and ninth graders (1416 year olds) (SHPS, n = 226 681).

Main outcome measures: Purchase of tobacco from commercial sources during the past month,
purchase from different commercial (shop, kiosk, other outlet) and social sources, ease of buying
tobacco, overall acquisition of tobacco products, daily smoking, tobacco experimenting.

Results: Decrease in tobacco purchase from commercial sources was small and short term after
1977 but large and permanent after 1995: purchase rate among 14 year old smokers diminished
from 90% to 67% in 2003, 16 year olds from 94% to 62%. Purchases in shops decreased most
(14 year olds: from 39% to 14%; 16 year olds: from 76% to 27%); purchases in kiosks less. An
increase was observed in obtaining tobacco from other outlets and friends (social sources). Only
23% of 1416 year old smokers used commercial sources exclusively when obtaining tobacco.
Daily smoking began to decrease after 2001, following an earlier decrease in those
experimenting. No changes were observed among age groups not targeted by the ban.

Conclusions: Legislation appears to have permanently changed tobacco sales practices and
decreased purchases from commercial sources. Social sources need to be taken into account
when controlling access to tobacco. Sales bans should be accompanied by other health promotion
measures.

A Rimpela and S Rainio Tob Control. Jun 2004; 13(2): 167174

 The impact of sales promotion on organization effectiveness in Nigerian
manufacturing industry
This study examines sales promotion and its effects on organizational effectiveness in Nigerian
manufacturing industry. The study focuses on how sales promotion is used to generate higher
sales, increased profitability and greater market share. The study focused on sales promotional
tools and how NESTLE Nigeria Plc has adopted sales promotion to generate its effectiveness.
Sales promotion is an important component of any organizations overall marketing strategies
along side advertising, public relations, and personal selling. The study is significant because, it
contributes to new knowledge by filling and reducing the gap that exist in the understanding of
sales promotion by management and other stakeholders in the manufacturing sector. It also
serves as source of references to other researchers in this field. A descriptive survey research
design was applied to describes sale promotion activities of the organization. The sample size
employed was 205 respondents from NESTLE Food Nigeria Plc. Questionnaires were
administered to the sampled respondents to collect primary data used for this study. However,
the study made use of survey design and purposive sampling technique in selecting the
respondents comprising management and staff of NESTLE Nigeria Plc. The result of the study
indicated that the beverage drink companies increasingly make use of sales promotions. Chi-
square independence test was used to test the hypotheses stated. The results show that adoption
of sales promotion strategies significantly influence the effectiveness of beverage drink industry.
It was concluded that management may engage regularly in more promotional mix strategies,
and also tend to be creative to consumers; this in turn would enhance and boost their sales
revenue.

Oyedapo Williams O, Akinlabi Babatunde H and Sufian Jeleel B

Universal Journal of Marketing and Business Research (UJMBR) Volume 1, Issue 4, pages 123-
131
 Effect Of Sales Promotion On The Volume Of Sales Of Agroproduct
(ROYCO)
Increase demand of agricultural products has been viewed as a means of inducing greater production in
the agricultural sector. Therefore, efficient marketing of Agro-products will result to increase in demand
of farm products and this will serve as a great incentive to increase production in the Agricultural sector.
The main objective of this study is to evaluate the effect of sales promotion on the volume of sales of
Royco in Onitsha Urban city of Anambra State for the years 1998 and 1999. Data for the study was
collected from 40 respondents (20 staff of UniLever Nig. Plc, producers of Royco and 20 Distributors of
Royco) who were selected based on purposive sample technique. Also data from the companys sales
record for the 1998 and 1999 sales promotion period was also used. These data were analyzed using
simple statistical tools such as, percentages, tables, charts/graphs. Chi-square was used to test the
hypothesis at 0.95 significant level. Results from the findings of this research established a positive
relationship between sales promotion and sales volume leading to rejection of null hypothesis. That is, it
was established that effective sales promotion of Royco induces greater sales of Royco, which in turn
results to greater demand of Agro-Products used in the production of Royco. Necessary policy
recommendations were made on how to improve the quality and effectiveness of sales promotion.

CC Ifeanyi-Obe, J Lemchi, B Isife Journal of Agriculture and Social Research (JASR) Vol 8, No
2 (2008)