umu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
A Comparative Study between Price and Non-Price Sales Promotional Strategy in the Introduction Stage of Consumer Products
Umeå University, Faculty of Social Sciences, Umeå School of Business.
Umeå University, Faculty of Social Sciences, Umeå School of Business.
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Either it is because of some significant active trends in the business world, or the attractive cut of cost and increase in profit, companies now days are focusing on sales promotion activities. But in reality, most of companies that are introducing new products are not getting what they intend to get. They are facing loses. One of the reasons is lack of understanding which specific sales promotion is preferable at that stage.

As the authors described on the background of the study, a lot of studies have been done to indicate preferable sales promotional tools for consumer’s goods. Even though those studies have found significant results, there is still a gap which needs further investigation. According to those studies, the result that indicates the more preferable sales promotional tool have to be tested under different discount magnitude range and variety of products.

Based on the above gap the study has been undertaken with the purpose of comparing two dominant sales promotional tools: price and non-price sales promotion. This comparison has been done on three new different consumer goods that have different characteristics. The authors believe that this will contribute to fill the gap on the findings of previous researches on the area of sales promotion.

To fulfill the purpose of the study, descriptive and comparative type of study has been conducted by using controlled field experiment. Data has been collected by using structured questionnaire from three undergraduate classes of Umea University, Umea, which are (i.e., classes) selected using judgmental sampling. Collected data has been analyzed using SPSS-descriptive statistics.

The result reveals that, consumers of newly introduced consumer good will use the price of the product as a cue for a quality and prefer to have cash discount rather than gift offers. More ever, marketing stimuli (i.e. sales promotion) can have impact on the occurrence of the impulse buying behavior. Therefore, companies that are introducing a new consumer product and using price sales promotion as a strategy are more likely to attract new consumers and create impulse buying behavior, which result in an increase in sales.

Place, publisher, year, edition, pages
2010. , 68 p.
Keyword [en]
Price promotion, non-price promotion, introductory stage, sales promotion, consumer goods, comparative study, experimental method
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-35124OAI: oai:DiVA.org:umu-35124DiVA: diva2:330542
Presentation
2010-06-11, 10:00 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-08-11 Created: 2010-07-15 Last updated: 2010-08-11Bibliographically approved

Open Access in DiVA

fulltext(1081 kB)11614 downloads
File information
File name FULLTEXT01.pdfFile size 1081 kBChecksum SHA-512
3f1b40a4fb35b49970e31d6c471f8dbc3671e00753d4fbde80e19d7be4047875f9791b2531648ab8d79f61dbb0b17ca6a0295fd30a93a88e04396d0a3eff9e83
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Sabbir, S. M.Birmeji, Tadele Worku
By organisation
Umeå School of Business
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 11614 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1111 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf