The Impact of in-store promotions on consumer buying behaviour
- Authors: Van Niekerk, Ruan
- Date: 2021-12
- Subjects: Consumer behavior , Sales promotion
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/54377 , vital:46486
- Description: The purpose of this treatise is to identify the impact of in-store promotions on consumer buying behavior. Through utilizing real-world data, the study used a qualitative analysis by gathering input from people who are activity involved with in-store promotions. In-store promotions have been suspected to directly impact consumer buying behavior; however, there is no real proof of this. Furthermore, the theory suggests that in-store promotions should impact consumer buying behavior, but there could be a difference between what theory states against what is actually happening. Therefore, this study will be taking opinions and views from those working with in-store promotions and put it to the test against the theory. The aim is to determine whether in-store promotions is a viable source of marketing and if it can ultimately affect the consumers buying behavior. The treatise will also help the reader to understand the theory behind consumer behavior and what it entails. Interviews were conducted with store managers across South Africa to get more accurate data. By interviewing store managers from various regions, geographical skewness of data was prevented from occurring. This study further assists marketing professionals to have a more accurate understanding of what to expect when conducting in-store promotions. Marketing professionals will also be able to better predict the outcome such activities on the final purchasing decision of consumers. , Thesis (MAB) -- Faculty of Business and Economic Sciences, 2021
- Full Text:
- Date Issued: 2021-12
- Authors: Van Niekerk, Ruan
- Date: 2021-12
- Subjects: Consumer behavior , Sales promotion
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/54377 , vital:46486
- Description: The purpose of this treatise is to identify the impact of in-store promotions on consumer buying behavior. Through utilizing real-world data, the study used a qualitative analysis by gathering input from people who are activity involved with in-store promotions. In-store promotions have been suspected to directly impact consumer buying behavior; however, there is no real proof of this. Furthermore, the theory suggests that in-store promotions should impact consumer buying behavior, but there could be a difference between what theory states against what is actually happening. Therefore, this study will be taking opinions and views from those working with in-store promotions and put it to the test against the theory. The aim is to determine whether in-store promotions is a viable source of marketing and if it can ultimately affect the consumers buying behavior. The treatise will also help the reader to understand the theory behind consumer behavior and what it entails. Interviews were conducted with store managers across South Africa to get more accurate data. By interviewing store managers from various regions, geographical skewness of data was prevented from occurring. This study further assists marketing professionals to have a more accurate understanding of what to expect when conducting in-store promotions. Marketing professionals will also be able to better predict the outcome such activities on the final purchasing decision of consumers. , Thesis (MAB) -- Faculty of Business and Economic Sciences, 2021
- Full Text:
- Date Issued: 2021-12
The impact of the marketing communications mix on the purchase decisions for pharmaceuticals in South African Public Health Sector
- Authors: Sogoni, Vuyo Monwabisi Vula
- Date: 2014
- Subjects: Pharmaceutical industry -- South Africa -- Marketing , Communication in marketing , Direct marketing , Sales promotion
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8908 , http://hdl.handle.net/10948/d1021030
- Description: A significant amount of pharmaceutical marketing literature is available. Most of this marketing has doctors, physicians and specialists as main target audience due to the fact that, historically, these medical professionals were the main pharmaceutical purchase decision makers. Pharmaceutical marketing literature has, historically, also been biased towards the private health sector for obvious reasons as the private health sector constitutes the minority of the pharmaceutical market but with a significantly enormous purchasing power than the public healthcare market, constituting the biggest pharmaceutical market in numbers. It is not surprising therefore that majority of pharmaceutical marketing models have been tailor made for the private healthcare market as the growing number of pharmaceutical companies compete for a piece of the small but extremely profitable private healthcare market. South Africa is no exception as it reflects exactly the same pharmaceutical landscape as described above. For growth purposes, pharmaceutical companies have been showing a continued interest in the public healthcare market in Africa as the vast numbers of the African population present an opportunity for pharmaceutical sales. The inspiration of this research study emanated from the realisation that, in order for pharmaceutical companies to take advantage of the looming African opportunity, there is very little literature on pharmaceutical marketing in the public health sector of which majority of the African market constitutes. This study therefore investigates the impact of marketing communication mix elements on pharmaceutical purchasing decisions for pharmaceuticals in the public health sector in South Africa. Personal selling, public relations and promotions are the marketing communications mix elements being investigated in this study as they are the most commonly utilised in the pharmaceutical industry. Therefore, the study aims to develop an understanding on which of the chosen marketing communications mix elements has the most influence on the pharmaceutical purchasing decisions in the context of the public health sector in South Africa. The study also aims to explore the causal effects of such influences in the public health sector in South Africa. The findings will be valuable to pharmaceutical marketers that are trying to tap in the public health sector market as it is different from the private health sector. The study employs more qualitative approach. A small sample was utilised from the public health sector in the Eastern Cape Province in South Africa. Semi structured interviews were used to collect data which was analysed using grounded theory data analysis methodology. Empirical results revealed that personal selling influences pharmaceutical purchasing decision the most and promotions the least. Mitigating factors were uncovered to assist in optimising the marketing communication efforts for marketers in this sector.
- Full Text:
- Date Issued: 2014
- Authors: Sogoni, Vuyo Monwabisi Vula
- Date: 2014
- Subjects: Pharmaceutical industry -- South Africa -- Marketing , Communication in marketing , Direct marketing , Sales promotion
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8908 , http://hdl.handle.net/10948/d1021030
- Description: A significant amount of pharmaceutical marketing literature is available. Most of this marketing has doctors, physicians and specialists as main target audience due to the fact that, historically, these medical professionals were the main pharmaceutical purchase decision makers. Pharmaceutical marketing literature has, historically, also been biased towards the private health sector for obvious reasons as the private health sector constitutes the minority of the pharmaceutical market but with a significantly enormous purchasing power than the public healthcare market, constituting the biggest pharmaceutical market in numbers. It is not surprising therefore that majority of pharmaceutical marketing models have been tailor made for the private healthcare market as the growing number of pharmaceutical companies compete for a piece of the small but extremely profitable private healthcare market. South Africa is no exception as it reflects exactly the same pharmaceutical landscape as described above. For growth purposes, pharmaceutical companies have been showing a continued interest in the public healthcare market in Africa as the vast numbers of the African population present an opportunity for pharmaceutical sales. The inspiration of this research study emanated from the realisation that, in order for pharmaceutical companies to take advantage of the looming African opportunity, there is very little literature on pharmaceutical marketing in the public health sector of which majority of the African market constitutes. This study therefore investigates the impact of marketing communication mix elements on pharmaceutical purchasing decisions for pharmaceuticals in the public health sector in South Africa. Personal selling, public relations and promotions are the marketing communications mix elements being investigated in this study as they are the most commonly utilised in the pharmaceutical industry. Therefore, the study aims to develop an understanding on which of the chosen marketing communications mix elements has the most influence on the pharmaceutical purchasing decisions in the context of the public health sector in South Africa. The study also aims to explore the causal effects of such influences in the public health sector in South Africa. The findings will be valuable to pharmaceutical marketers that are trying to tap in the public health sector market as it is different from the private health sector. The study employs more qualitative approach. A small sample was utilised from the public health sector in the Eastern Cape Province in South Africa. Semi structured interviews were used to collect data which was analysed using grounded theory data analysis methodology. Empirical results revealed that personal selling influences pharmaceutical purchasing decision the most and promotions the least. Mitigating factors were uncovered to assist in optimising the marketing communication efforts for marketers in this sector.
- Full Text:
- Date Issued: 2014
The development of a generic integrated model of promotional management for purposes of optimising organisational turnover growth and increased profits from sales promotional activities
- Authors: Marques, Kenneth
- Date: 2003
- Subjects: Sales promotion , Profit
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:10913 , http://hdl.handle.net/10948/119 , Sales promotion , Profit
- Description: This paper concerns itself with the devising of a model which organisations can consult when considering hosting any sales promotional activities. The success regarding profits derived from these sales promotions activities vary. These anomalies prompted a further investigation into the need for a single promotional model which could be utilized in varied business environments to optimize profits derived from sales promotions. The uniqueness of the South African environment was also taken into account when considering the various criteria in the development of the model. Sensitivity with regards to the types of barriers peculiar to South Africa is vital. The following excerpt from East Cape Weekend (An Eastern Cape newspaper) reinforces the belief that there are factors to which global environments are not exposed, and thus, the model should and will be designed to cater for these South African peculiarities by virtue of the fact that it will be based on the critical success factors of successful South African retail organisations. Resistance to technological progress due to the threat of possible job redundancy is one of the South African peculiarities that is referred to in the East Cape Weekend 09/06/2001 Michelle Pugh-Parry, “Controversial telephone technology will make paying bills safer”. Besides safety and convenience, the system can alleviate the R600m PE municipal areas debt, yet the union has outwardly rejected the plan and stormed the municipal buildings, protesting that it may cause job loss. It is precisely this type of peculiar barrier to progress that the author intends to accommodate for in the devising of his model. South African organizations will be considered when performing the empirical and primary studies in order to formulate a model that has been adapted to and caters for local needs due to its fundamental aspects being based on the South African circumstance. The information in this study contains the analysis of promotions in a broad context in terms of the following six facets of retail management, namely, operations, human resources, marketing, organizational behaviour, economics and strategies. The results of an analysis of promotional activities used by organizations in the Port Elizabeth municipal area was gained via the application of a questionnaire. An empirical study was performed and provided information that could be used in the development of a promotional model. The application of the model, benefits to whom and importance of the model was debated in the summary, conclusions and recommendations. The table of contents follows.
- Full Text:
- Date Issued: 2003
- Authors: Marques, Kenneth
- Date: 2003
- Subjects: Sales promotion , Profit
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:10913 , http://hdl.handle.net/10948/119 , Sales promotion , Profit
- Description: This paper concerns itself with the devising of a model which organisations can consult when considering hosting any sales promotional activities. The success regarding profits derived from these sales promotions activities vary. These anomalies prompted a further investigation into the need for a single promotional model which could be utilized in varied business environments to optimize profits derived from sales promotions. The uniqueness of the South African environment was also taken into account when considering the various criteria in the development of the model. Sensitivity with regards to the types of barriers peculiar to South Africa is vital. The following excerpt from East Cape Weekend (An Eastern Cape newspaper) reinforces the belief that there are factors to which global environments are not exposed, and thus, the model should and will be designed to cater for these South African peculiarities by virtue of the fact that it will be based on the critical success factors of successful South African retail organisations. Resistance to technological progress due to the threat of possible job redundancy is one of the South African peculiarities that is referred to in the East Cape Weekend 09/06/2001 Michelle Pugh-Parry, “Controversial telephone technology will make paying bills safer”. Besides safety and convenience, the system can alleviate the R600m PE municipal areas debt, yet the union has outwardly rejected the plan and stormed the municipal buildings, protesting that it may cause job loss. It is precisely this type of peculiar barrier to progress that the author intends to accommodate for in the devising of his model. South African organizations will be considered when performing the empirical and primary studies in order to formulate a model that has been adapted to and caters for local needs due to its fundamental aspects being based on the South African circumstance. The information in this study contains the analysis of promotions in a broad context in terms of the following six facets of retail management, namely, operations, human resources, marketing, organizational behaviour, economics and strategies. The results of an analysis of promotional activities used by organizations in the Port Elizabeth municipal area was gained via the application of a questionnaire. An empirical study was performed and provided information that could be used in the development of a promotional model. The application of the model, benefits to whom and importance of the model was debated in the summary, conclusions and recommendations. The table of contents follows.
- Full Text:
- Date Issued: 2003
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