Aligning Sales Promotion Strategies With Buying Attitudes in a Recession.

详细信息   

• 作者：Adjagbodjou ; Paulin.
• 学历：Doctor
• 年：2015
• 毕业院校：Walden University
• Department：usiness Administration.
• ISBN：9781321671223
• CBH：3688485
• Country：USA
• 语种：English
• FileSize：598191
• Pages：146

文摘

Some managers lack an effective strategy for aligning sales promotion strategies with consumers' buying attitudes in a recession. The intent of this comparative design was to determine the most effective sales promotion strategy for sales improvement and business sustainability during a recession. The theories of (a) sales promotions,(b) consumer behavioral metrics,(c) price reductions,and (d) strategy in a competitive environment represented the theoretical framework that grounded and complemented this research. Using a confidential paper-based survey and random sampling method,preference data were obtained from 287 consumers in retail stores located in a city in the southern United States. This analysis comprised examining the effects of types of sales promotions and gender of customers. Statistical tests for the data analysis encompassed a 4X2 ANOVA and Bonferroni post hoc tests for mean pairs. The principal findings from the analysis were that there is a significant difference in buying attitudes means among the 4 types of sales promotion in a recession [F(3,279) ＝ 101.360； p ＝ .000 ＜ .001； Partial &eegr；&sup2； ＝ .522]. However,there is no significant difference in buying attitudes means in a recession [ F(1,279) ＝ .000； p ＝ .999 ＞ .05； Partial &eegr；&sup2； ＝ .000] between genders. Price discount strategy had a higher buying attitudes mean than did any other type of sales promotion under study for both genders. The most effective strategy for aligning sales promotions with buying attitudes in a recession is price discount. Implications for business practice and positive social change include the sales increase in a recession,improvement of lifestyle of individuals,and reduction of negative tendencies such as crime and poverty associated with unemployment.