Due to the keen competition nowadays, companies are increasingly attaching more importance to sales promotion to attract consumers and to relationship marketing to retain them as loyal clients. It is crucial for enterprises to know people’s reactions towards marketing tools in order to implement them successfully. Therefore, this study analyses the impact of these two concepts, with an emphasis on sales promotion, on the customers’ purchase decision-making process by investigating consumers’ points of view towards these instruments. These attitudes will be explained by the notion of deal-proneness. An online survey has been conducted in Germany with 471 respondents. The aim was not just to examine financial advantages but also material incentives which make people buy a certain product, as economic savings are not the only benefit of purchasing a product. Hence, we concentrated on five sales promotion tools, namely samples, coupons, premiums, loyalty cards and sweepstakes. The results, among others, show that samples and coupons are the customer’s favourite actions whereas sweepstakes do not achieve the desired effects for the company. Furthermore, this research states possibilities to connect short-term promotion tools with the long-ranging relationship approach.
Inhaltsverzeichnis (Table of Contents)
- 1 Introduction
- 1.1 Background
- 1.2 Problem formulation
- 1.3 Aim of the study
- 1.4 Limitations
- 1.5 Disposition
- 2 Marketing Concepts and the Customer
- 2.1 Sales Promotion
- 2.1.1 Purpose and Objectives
- 2.1.3 Tool box
- 2.2 Relationship Marketing
- 2.2.1 Relationship vs. Transactional Marketing
- 2.2.2 Benefits and Inadequacy
- 2.3 The Customer
- 2.3.1 Purchase decision-making process
- 2.3.2 Deal proneness
- 2.4 Former research
- 2.4.1 In general
- 2.4.2 Sales Promotion in Germany
- 2.5 The research model
- 3 Method
- 3.1 Research design
- 3.1.1 Approach
- 3.1.2 Strategy
- 3.1.3 Questionnaire
- 3.1.4 Sampling
- 3.2 Research quality
- 3.2.1 Reliability
- 3.2.2 Validity
- 4 Analysis of the empirical findings
- 4.1 Demographics
- 4.2 Effectiveness of promotion tools
- 4.2.1 Samples
- 4.2.2 Premiums
- 4.2.3 Coupons
- 4.2.4 Loyalty Cards
- 4.2.5 Sweepstakes
- 4.2.6 Customer's preferences
- 4.3 Effects on the decision-making process
- 4.3.1 Problem/Need recognition
- 4.3.2 Information search
- 4.3.3 Evaluating alternatives
- 4.3.4 Making the decision
- 4.3.5 Post-purchase evaluation
- 5 Discussion
- 5.1 Consequences for companies
- 5.1.1 General attitudes
- 5.1.2 Attitudes towards promotion
- 5.2 Conclusions
- 5.2.1 Effectiveness and influences of sales promotion on the decision-making process
- 5.2.2 Is long-term customer relation appreciated?
- 5.2.3 Combining sales promotion and relationship marketing
- 5.2.4 Achievement of aims
- 5.3 Outlook
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study analyzes the impact of sales promotion and relationship marketing on consumer purchase decisions. It investigates consumer attitudes towards various sales promotion tools (samples, coupons, premiums, loyalty cards, and sweepstakes) to understand their effectiveness and how they influence the decision-making process. The research also explores the potential for integrating short-term promotional tools with long-term relationship marketing strategies.
- Effectiveness of different sales promotion tools.
- Influence of sales promotion on consumer purchase decisions.
- Consumer attitudes towards sales promotion and relationship marketing.
- Integration of short-term and long-term marketing strategies.
- The role of "deal-proneness" in consumer behavior.
Zusammenfassung der Kapitel (Chapter Summaries)
1 Introduction: This introductory chapter sets the stage for the research by outlining the increasing competition in the global marketplace and the changing consumer behavior in developed countries. It highlights the limitations of traditional advertising and the growing importance of sales promotion and relationship marketing as alternative strategies to attract and retain customers in a saturated market. The chapter establishes the research problem, objectives, and limitations of the study, and provides a roadmap for the subsequent chapters. The authors emphasize the challenge for marketing to capture the attention of stimulus-satiated consumers.
2 Marketing Concepts and the Customer: This chapter delves into the theoretical framework of the study, defining key marketing concepts such as sales promotion and relationship marketing. It explores the purposes and objectives of sales promotion, detailing various tools, and contrasting relationship marketing with transactional approaches. The chapter also examines the consumer's purchase decision-making process, introducing the concept of "deal-proneness" – the tendency of consumers to be influenced by discounts and promotions – as a key factor shaping their attitudes. Finally, it discusses relevant prior research on sales promotion and its application within the German market, laying the groundwork for the research model presented later in the study.
3 Method: This chapter details the research methodology employed in the study, providing a clear explanation of the research design, strategy, and data collection methods. The researchers describe the approach, focusing on the use of an online survey conducted in Germany to gather primary data. The chapter further describes the structure of the questionnaire and the sampling method used to ensure the representativeness of the sample population. The final section addresses the quality of research, focusing on the reliability and validity of the collected data, guaranteeing the rigorousness of the study's findings.
4 Analysis of the empirical findings: This chapter presents the results of the empirical analysis, starting with a description of the demographic characteristics of the survey respondents. It then analyzes the effectiveness of each sales promotion tool—samples, premiums, coupons, loyalty cards, and sweepstakes—based on the survey data, evaluating consumer preferences and examining the influence of these tools on each stage of the consumer decision-making process. The chapter systematically presents findings on the perceived effectiveness of each tool and how the tool affects problem/need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.
Schlüsselwörter (Keywords)
Sales promotion, relationship marketing, consumer behavior, purchase decision-making, deal-proneness, online survey, Germany, marketing effectiveness, loyalty programs, promotional tools, customer retention.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this research study?
This study analyzes the impact of sales promotion and relationship marketing on consumer purchase decisions in Germany. It investigates consumer attitudes towards various sales promotion tools and explores the potential for integrating short-term promotional tools with long-term relationship marketing strategies.
What sales promotion tools are examined in this study?
The study examines the effectiveness of several sales promotion tools, including samples, premiums, coupons, loyalty cards, and sweepstakes. It assesses consumer preferences for each tool and its influence on the purchase decision-making process.
What is the research methodology used in this study?
The study employs a quantitative research design utilizing an online survey conducted in Germany. The chapter details the sampling method, questionnaire structure, and measures taken to ensure the reliability and validity of the data.
What are the key findings of the study regarding sales promotion effectiveness?
The study analyzes the effectiveness of each sales promotion tool individually, examining its influence on each stage of the consumer decision-making process (problem/need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation). The results reveal consumer preferences for specific tools and their overall impact on purchase decisions.
How does the study address the relationship between sales promotion and relationship marketing?
The study explores the potential for integrating short-term sales promotion tactics with long-term relationship marketing strategies. It investigates consumer attitudes towards both approaches and examines whether consumers value the long-term benefits of relationship marketing.
What is the significance of "deal-proneness" in this study?
The study incorporates the concept of "deal-proneness"—the tendency of consumers to be influenced by discounts and promotions—as a key factor shaping consumer attitudes and purchase decisions. It investigates how this trait interacts with the effectiveness of different sales promotion tools.
What are the key chapters in this study and what do they cover?
The study includes chapters on Introduction (background, problem formulation, aims, and limitations); Marketing Concepts and the Customer (defining key terms, exploring consumer behavior, and reviewing relevant prior research); Method (detailing the research design and methodology); Analysis of Empirical Findings (presenting and interpreting survey results); and Discussion (drawing conclusions, discussing implications for companies, and offering an outlook for future research).
What are the overall conclusions and implications of the study?
The study concludes by summarizing the effectiveness and influence of sales promotion on the decision-making process, assessing the importance of long-term customer relations, considering the potential for integrating sales promotion and relationship marketing, and evaluating the achievement of the study's aims. The implications are discussed in terms of their relevance for companies seeking to improve their marketing strategies.
What are the keywords associated with this research?
Keywords include: Sales promotion, relationship marketing, consumer behavior, purchase decision-making, deal-proneness, online survey, Germany, marketing effectiveness, loyalty programs, promotional tools, customer retention.
- Quote paper
- Vannessa Uhlein (Author), Neele Claussen (Author), 2005, The Art of Gaining and Retaining Customers - Is Sales Promotion the Key to Succesful Marketing?, Munich, GRIN Verlag, https://www.grin.com/document/51655
