Consumer Buying Behaviour
Effect of Sales Promotion Activities on Consumer
Buying Behavior
SUBMITTED TO: Prof. Sunil bhardwaj
Submitted by:
DR. AKSHAY TYAGI (08BSHYD0049)
AMIT SINGH BISHT (08BSHYD0077) ASHUTOSH KUMAR SHARMA (08BSHYD0160) LAVEENA GUPTA (08BSHYD0839) SUGANDHA CHAWLA (08BSHYD0375)
SECTION E
DATE 22 DEC 2008
INTRODUCTION
Consumer has been playing the key role in the business growth models of all sectors. The change from “Push” to “Pull” strategy has opened up doors for research on the buying patterns and thereby increasing the sales revenue. However, the pattern is distinct among the consumers in various segments. Again the business segments have been trying hit and trial methods to understand this change. All the studies carried in this aspect has attempted to categorize some of the common attributes of consumer buying which has been supported by extreme market research. Moreover these characteristics have provided fruitful results over a period of time. research question
What kind of consumer behavior (brand switching, stockpiling, purchase acceleration, product trial and spending larger amounts) follows as a result of various sales promotion activities (free gifts, personal demonstration, multi-brand promotional offers, sweepstakes or games, guarantees or warranties) in a super market?
RESEARCH OBJECTIVES
The basic objective underlying this project is to analyze the response of the consumer towards sales promotion activities. Previous research has shown that sales promotion can encourage behavioral responses such as brand switching, stockpiling, purchase acceleration, product trial and spending larger amounts. Through this research we intend to analyze what kind of behavior follows as a result of non monetary sales promotion. The data then collected would be used to answer two basic questions: 1. Which behavior is most likely to be exhibited for a given sales promotional tool? 2. Which kind of sales promotion is most effective in
Buying Behavior
SUBMITTED TO: Prof. Sunil bhardwaj
Submitted by:
DR. AKSHAY TYAGI (08BSHYD0049)
AMIT SINGH BISHT (08BSHYD0077) ASHUTOSH KUMAR SHARMA (08BSHYD0160) LAVEENA GUPTA (08BSHYD0839) SUGANDHA CHAWLA (08BSHYD0375)
SECTION E
DATE 22 DEC 2008
INTRODUCTION
Consumer has been playing the key role in the business growth models of all sectors. The change from “Push” to “Pull” strategy has opened up doors for research on the buying patterns and thereby increasing the sales revenue. However, the pattern is distinct among the consumers in various segments. Again the business segments have been trying hit and trial methods to understand this change. All the studies carried in this aspect has attempted to categorize some of the common attributes of consumer buying which has been supported by extreme market research. Moreover these characteristics have provided fruitful results over a period of time. research question
What kind of consumer behavior (brand switching, stockpiling, purchase acceleration, product trial and spending larger amounts) follows as a result of various sales promotion activities (free gifts, personal demonstration, multi-brand promotional offers, sweepstakes or games, guarantees or warranties) in a super market?
RESEARCH OBJECTIVES
The basic objective underlying this project is to analyze the response of the consumer towards sales promotion activities. Previous research has shown that sales promotion can encourage behavioral responses such as brand switching, stockpiling, purchase acceleration, product trial and spending larger amounts. Through this research we intend to analyze what kind of behavior follows as a result of non monetary sales promotion. The data then collected would be used to answer two basic questions: 1. Which behavior is most likely to be exhibited for a given sales promotional tool? 2. Which kind of sales promotion is most effective in