International Journal of Retail & Distribution Management Essay

Introduction Sales publicity is the offer of an incentive to induce a desired sales burden (Gilbert, 1999). For our purposes promotional techniques, within UK supermarkets, have been taken to be nurture increasing promotions (i. e. coupons and monetary value deals) and value adding (i. e. premiums, prizes/contests/sweepstakes, samples, point of purchase display, demonstration and verity cards). Sales promotion consists of a extensive variety of short-term tactical promotional tools aimed at generating a desired reaction from customers.Although on that point is a shift in marketing communications, away from advertising towards sales promotions, there is no consensus among lookers that sales promotions run away to repeat purchase. It is agreed, however, that value promotions can result in a short-term increment in sales (Smith and Sinha, 2000 Banks and Moorthy, 1999 Kopalle and Mela, 1999 Diamond, 1992 Gupta and Cooper, 1992 Bawa and Shoemaker, 1987). It is also grand to not e that studies of price promotions also provide that customers who take advantage of a price promotion often return to their favorite brands (Ehrenberg et al. 1994 Brandweek, 1994). There is a large personify of literature, which has examined consumer response to sales promotions, especially coupons (Krishna and Zhang, 1999 inhale and Alden, 1998 Leone and Srinivasan, 1996 Bawa and Shoemaker, 1987, 1989 Gupta, 1988, 1993 Blattberg and Neslin, 1990). Coupons and synthesiss ar the most widely employ promotional tools. However, relatively little research has focussed on value adding promotions. In coupon promotions retailers maintain the original price of the product and it is only coupon holders who argon entitled to a synthesis.As buyers atomic number 18 not subject to a step-down in sales price there is no call for for them to adjust their ingrained reference prices downwards, as is the case with discount promotions. Therefore, coupon promotions should be more gentle th an discount promotions in improving the relations value of the product. However, consumers must keep slice of the coupons and produce them at the place of purchase. If consumers are employ to utilising coupons then they are plausibly to have a more appointed attitude towards them (Huff and Alden, 1998). Also, if a The authors D. C.Gilbert is professor of Marketing and N. Jackaria is a Researcher, both at Surrey European Management School, University of Surrey, Guildford, UK. Keywords Sales promotion, sell trade, Food industry, Marketing Abstract UK supermarkets need to be able to assess the stream efficacy of the budget they allocate to promotional activities aimed at boosting sales. Therefore, the main objective of this member is to investigate consumer response to the four varied promotional deals most commonly apply in UK supermarkets coupons, price discounts, samples and buy-one-get-one-free.Multi discriminant analysis was used on a study of one hundred sixty responden ts to analyse whether there was an association mingled with the four consumer promotional approaches and respondents reported purchase behaviour. The findings indicate that only price discount promotions proved to be statistically pregnant on consumers reported get behaviour. Purchase quickening and product test are found to be the cardinal most influential variables related to a discount. For buy-one-get-one-free, while the result is not significant, the cardinal variables, brand switching and purchase acceleration are statistically significant.