The Importance Of Sales Promotions
products, brand image is of high importance as the consumers generally tend to prefer products manufactured or marketed by a brand that they are familiar with.
Brand names are a source of differentiation. Brand image propels the consumers to consume more value on the specific brand having an established image in the market. A reliable brand image helps foster long term relationships between the product and end users. It is productive way to make better brand personality in the market for the purpose to increases the sale of the product. Branding does influence a customer’s choice. The approval rating for Kellogg’s Corn Flakes increased from 47 percent in a “blind” test to 59 percent (post revealing the name) (Saporito, 1986). In today’s dynamically
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The evidence of increasing use of sales promotions can be seen from a study conducted by Priya Jha Dang (2003). Her study analysed different consumer promotion schemes launched in India over an eight-year period and found that FMCG sector was the highest contributor to consumer promotion schemes followed by consumer durables. The use of sales promotions as short term tactics is now a regular fixture at most FMCG companies. In the context of healthy drinks, advertisements should ensure that they communicate the health benefits of the drinks in a visible and clear way. Advertisements can be through online channels, or through more traditional channels such as print media or …show more content…
The influence of external variables such as brand, store and price promotions have been studied by Grewal et al (1998) who studied their influence on consumer evaluations and purchase intentions.
Primary factor that contribute to sales is the type of promotional tool employed, e.g., coupons, price promotions, and point-of-purchase (POP) displays. Additionally, a host of other dependants have been studied which may attribute the promotion and brand relationship, including challenger promotions (Moriarty 1985), brand loyalty (Massy and Frank 1965), consumer characteristics (Cotton and Babb 1978), and product price and sales volume (Curhan 1974).
3. Consumer Awareness about benefits of healthy
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