Title - "Relationship between Marketing efforts and Sales of Consumer Brands: An empirical study in India".

Title - "Relationship between Marketing efforts and Sales of Consumer Brands: An empirical study in India".

Chapter 01

Introduction

The Introduction to Marketing simulation challenges students to make realistic marketing and business decisions in a competitive, fast-paced market. It allows your students to develop and execute a complete marketing strategy, including brand design, pricing, ad copy design, media placement, distribution, and sales force management. Throughout the exercise, students receive information on customer needs as well as a feedback on customer satisfaction with brands, prices and advertising. They discover how their actions reflect in both brand profitability and firm profitability. Students learn to study competitive tactics and adjust their marketing strategy to stay ahead of the competition.

The students can play against their peers or against computer-generated competitors. The "play against computer" version allows everyone to work at his or her own pace and there is no need to coordinate the play of all of the students. Because marketing is usually taught only in for­mal business programs, it is often not understood by scientists, technologists, and engineers. This lack of understanding can impede the transfer of technology from the laboratory to the commer­cial sphere.

Common misconceptions about marketing include that it is:

• Only relevant to for-profit companies

• Just a fancy name for advertising

• Making buyers buy things they do not need

• Just about one’s skill in selling something to others

Let us begin with the first misconception: Marketing is only relevant to for-profit companies. Sale promotion is one of the key elements in marketing mix for many consumers’ products worldwide that has been used in order to stimulating consumer purchases. Usually the budget that allocated to sales promotions has been rapidly growing with marketers shifting their attentions to the applying sales promotions more than other devices such as advertising. Increased media costs have been characterized as the main factor in this change of emphasis.

The increasing use of sales promotions have influenced consumers to become deal prone more than past times, and it in turn stimulate marketers to rely more on sales promotions in order to respond to this consumer behaviour trends and to keep their consumers from competitors’ products Stafford. Based on it, this article was aimed to Studying Impacts of Sales promotion on psychographic variables deal-proneness consumer. In order to this a questionnaire has been distributed between 171 of consumers who are in Iranian chain stores at city of Kerman in 2010. The results indicate that psychological variables including quality consciousness, price consciousness, innovativeness, variety seeker, store loyalty, and planning have been influenced by sales promotions and have significant relationship with these variables and sales promotions. But some variables such as financial constraints enjoy shopping, impulsive behavior, brand loyalty and the time pressure don’t influenced by sales promotions and it is resulted that there are not significant relationship between these variables and sales promotion. Finally some empirical suggestions have been suggested.

Keywords: Sales promotions, psychographic variables, and Consumer behaviour.

Introduction Many researchers studied promotional activities and it is determined does consumer want to by promotional goods how is his/her reaction to promotional activities. One of the new issues in marketing literature is that what consumer behaviour is. It is one of the disputable and challengeable issues which include people. This includes purchasing, the reason and method of buying, marketing and mixture of market and marketing. Wilckey and Salmoon defined consumer behaviour as physical, emotional, and mental activities which are used by people in choosing, buying and leaving a product to supplying and satisfying their needs (Gholchinfar & Bakhtaie, 2006). All of the promotional activities should be recognized as secondary system in marketing system and during the study of company systems. It means that selling activities, publicity programs, and other promotional activities should harmonized (Roosta, Venous and Ebrahimi, 2004). Within the retail marketing mix, sales promotions have the strongest impact on short-term consumption behaviour. Sales promotions are beneficial to retailers in several aspects: First, promotional variables such as in-store display and ‘‘two-for-one’’ are often used to trigger unplanned purchases. Second, sales promotions encourage consumers to purchase no promoted merchandises. Finally, sales promotions accelerate the number of shopping trips to the store (Chen &Monroe, 1998).

To read more…….

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