Running Head: CONSUMER BEHAVIOR AND SALES ROMOTION 1

Consumer Behavior When it comes to Sales Promotion

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Institution
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Introduction

Modern business environment highly depends on quality marketing. This

compels business organizations to adopt marketing. Modern marketing is beyond

mere production of goods, good pricing and easy access to the same goods. Today

business organizations dealing in products and services are expected to attract new

customers and retain the existing ones through established loyalty. Attracting new

customer is viewed as the main difference between a good number of successful

organizations and averagely performing ones. Promotion is a major marketing tool,

quality promotion creates a lot of influence on customers. Promotion attracts various

definitions, on some grounds it be described as a highly motivational method put in

place towards getting the customers to buy various products from a given provider.

Element of promotion bring areas of applying good communication towards

persuasion and reminding customers about the existence of the product. The ideas and

strategies applied during promotion heavily influence how customer respond to

certain products. This study is highly concern with consumer behavior when it comes

to sales promotion. Promotion is marked as full package, in most cases, it is referred

to as integrated marketing. The integrated aspect of promotion is highly drawn from

the fact that promotion applies a good number of strategies in passing information

about a product or business organization. Sales promotion as a marketing element is

described as the most basic promotional strategy which is largely applied towards

delivering key communicational message on goods and services from organizations.

Promotional messages must be objective, the object of these messages are mainly to

persuade the audience to purchase the product and service. Looking at the basic

elements and definition of sales promotion, consumer behavior is likely to take a trend
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or move as a result of sales promotion. It will be in order for this study to take note

and accurately discuss the effects of sales promotion on consumer behavior.

Sales promotion in the modern business environment is highly complex and

involving. The complexity part of it is drawn from the idea that companies

communicate bulk information about their products through sales promotion. The

modern idea of sales promotion consist of variety of incentive tools all direct towards

the consumer ideally for persuasion. The incentive tools applied by sales promotion in

the modern environment are mostly short term that are used for consumer stimulation

and dealers of various products so as accelerate the purchasing process leading high

sales. Sales promotion is a marketing tool currently applied by a large number of

organization geared towards high sales achievement. Studies on sales promotion

across a good number markets indicates that many packaging companies take the in

area of sales promotion, with 75% of their budget made up sales promotion.

According Shultz, et al. (11), sales promotion works on direct behavioral as

opposed to affecting the awareness. One of the major functions of sales promotion is

termed as direct elicitation of impact on the buying behavior of an organization

customers. Through sales and promotion, consumers are convinced or persuaded on

the basis of quality, durability and good ricing of products. At this point marketers

aim to create a permanent mark or perception about their products on consumers. In

past, sales promotion were limited to physical contact or face to face engagement with

clients. This kind of operation has taken a shift as technology makes sales promotion

more powerful by summing the glob into one large market.

Purpose of the Study

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The modern business environment is highly competitive compelling

organizations to apply vital tools in matching the competition. In their bid to match

the competition offered by market forces, organizations consider sales promotion as a

tool of key importance. Sales promotion is high rated in terms of its contribution of

organizational sales. In this regard, this study will focus on discussing how sales

promotion influence consumer behaviors. A number studies have been conducted

regarding influence of sales promotion on consumer behavior, in this case, the study

will consider key literature review to help get insight on the topic.

Sales promotion as indicated in the introductory section is a powerful tool in the

marketing sector. As a result, it applies key tools in trying persuade customers

towards making purchase decisions. The study takes high concern on this, and will

indulge in pointing out the tools applied by sales promotion in persuading customers.

The study discuss the application of incentive tools which makes the core part of sales

promotion.

The study will focus on its main objective, which is discussing the effects of

varied tools to sales promotion and their influence on buying behavior of customers.

As a result, the research on promotion tools is very important to enable deeper

understanding on how these tools affect competition in the market. Looking at the

purpose and main objective of the study, it key noting the fact that the findings will

prove vital in helping organizations embrace this vital tool (sales promotion further).

A study on sales promotion most in its influence on consumer behavior compels the

study to deploy good understanding of marketing skills.

Literature Review
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Consumer behavior is a widely discussed topic in modern business

environment. In this regard, organizations providing both goods and services are

expected to focus on major consumers’ behaviors that large influence products sales.

The modern business environment operates on a wider notion that every market

player must be analyzed. It is on this basis that this study undertakes to analyze the

buying patterns of swifter sweeper mops (McDonald & Dunbar, 2012). To understand

the full aspects of consumer behavior of this unique product, one would expect the

study to have skewed approach; however, this study has decided to go wide by

digging out information from customer, primary and secondary data. The quality of

information obtained from secondary sources is a major boost for this study. Right

from books to various research studies, the study has exploited consumer buying

decision from outward point to the center referred to as black box.

A review of information on factors influencing consumer behavior reveals the

need to have organization set effective marketing section to note consumer buying

patterns. In past most product organization assumed the role of providing quality and

leaving the rest to the market; however, consumer patterns are being a major tool to

maintain success. An organization with good knowledge of consumer buying patterns

tend learn much include periods of good revenue and low. Through consumer buying

patterns, the company has been able to learn about the need for refilling the dry

clothes (Samli, 1995). Through this kind of change or improvement derived from

buying patterns, the company has been able to attract new customers as well as

maintain repeat sales.

Consumers buying patterns are driven by social, personal, cultural and

psychological factors. It is worth noting that these factors flow or operate in some
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sequence. Cultural factors serves as the starting point towards any buying decision as

they determine first knowledge or information of any individuals. Upon learning first

item information based on culture, the social; elements come in as people try to share

or relate with others. After sharing and learning from others, people develop personal

aspects which now determine the second last aspect of the process. Psychological

factors take last stage as they contain key drivers like motivation and attitude among

others.

Effective marketing strategies largely depend on consumer behavior.

Consumer behavior remains critical towards helping marketers understand the best

way for developing good strategies. Through good understanding of the entire process

and culture of consumer behavior a marketer or organization stands a better chance of

making its four Ps generate enormous revenue (McDonald & Dunbar, 2012).

Consumer has point best described as a black box, consumer behavior allows

marketers understand what kind of products, services and promotion that best

influence or hit the consumer black box. Black box is the key button that every

marketer should focus on learning how to press as a way of having the customer

locked on their products.

Development of any product in the market takes into account a number of

elements that influence purchase decision. As much as marketers play the influential

role, it is important to note that the entire buying idea is a process which results a

consumer behavior. Consumer behavior is vital towards the success of any product in

the market service or goods (Sokolowski, 2011). It is therefore important for

manufacturers and service providers to take note of factors charged with the important

influence of consumer behavior. As much as some of these factors might look simple,
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pressing the right button or winning customer remains a huge task which has seen a

number of organizations fail or scramble in the bid to create loyalty or capture

customers. From a marketing perspective, buyers and marketers operate on marketing

stimuli which consist of product, price, place and promotion. These stimuli come

inside buyer black box which promotes buyer response. In order to understand

consumer behavior one must understand the components of the black box which

include characteristics and buyer process of decision (Wright, 2006). Consumer

characteristics and buying decision process will a form a key part of the study as part

of bringing detailed understanding of consumer behavior.

Consumer behavior is influenced by a number of factors which marketers are

bound to consider. Culture is a critical factor when it comes to consumer behavior.

Culture poses the strongest effect on consumer behavior. This drawn from the fact

culture forms the basic starting point of any buyer. Just like growing children get to

learn their surroundings, buyers also learn key requirements of their surrounding such

as quality and speed and thus focus on finding products that will satisfy such

requirements (Lorette & Spillane, 2011). On this ground, it is clear that people of

different cultures have different buying patterns. Marketers are therefore tasked with

the duty of understanding the existence of different cultures and develop marketing

strategies and campaigns to match such cultures.

Thesis Statement

The major point of this study is point out the fact consumer buying decision is

driven by a number of factors which are worth noting. Consumer behavior describes

the pattern developed by consumers towards buying a certain product or brand.

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Consumer behavior is based various psychological factors which steer a process of

decision making and creating a culture. This qualifies consumer behavior into a

culture whose development is traceable. This study will focus on the elements that

lead or attract customers to swifter sweepers. This study recognizes the fact that the

purchase of swifter sweeper is not mere activity but a long process that requires

maintenance (Klier, 2009). The primary focus of this study will be to ascertain factor

that largely influence the purchase of swifter sweeper. Some of these factors include;

 Cultural

 Social

 Personal

 Psychological

Research Methodology

The study revolved around consumer behavior with main focus on focus on

the role played by sales promotion on consumer behaviors. To ensure full exploit of

the study, the study will deploy quantitative and qualitative methods to or help obtain

accurate information from the selected sections of the market. Data collection will

involve interviewing a number of customers from segments with most repeat sales.

Through such interview, the study will be in a position to manage to ascertain key

reason for the purchase which translated in patterns. The interview will be structured,

with questioned being availed on oral and drafted questionnaires. Although some

instances will proved challenging, research methodology will try key verification

procedures so as to ensure information accuracy.

The study will take a specific organization product, in this case swifter

sweeper mobs and develop questionnaires on the basis of the consumer buying
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paterns. The study will sample areas considered to offer the organization good sales.

The participants in this study will include both marketers and customers. The

customers will be interviewed using questionnaires and oral. The researcher will

assure confidentiality throughout the study. The questionnaires will not require the

customers to give much of personal details but operate on a anonymous

identifications. The marketers who are key promoters will be considered in the

interview, to allow the study realize the kind of incentives applied and the response

from the customers end.

Apart from the interview of both customers and marketers, the study will

consider sales both after and before the sales promotion techniques. Through the sales

trend, it will be possible to take note of consumer behavior trends towards the

purchase of swifter sweeper mops.

Data Analysis Plans

Data collection does not mark the end of this study. In order to bring out sense

from the study, the researcher must set out plans of data analysis. The research will

operate on elaborate plan to ensure accurate data analysis. The study point of the data

analysis will entail tabulation. The tabulation will made easy by setting up the

questions in tables so as to allow easy identification of various responses. The

numbers obtained in terms various responses will be tallied.

After tally, the researcher will involve excel application. Excel will applied to

develop graphs and charts to aid the required trends. The researcher is expected to

apply the charts and graphs in bringing full aspect of the results. According research
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team, some details of the findings might prove bulky to users, hence application of

graphs remain a sounding way to convey the results.

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References

Klier, D. O. (2009). Managing diversified portfolios: What multi-business firms can

learn from private equity. Heidelberg: Physica-Verlag.

Lorette, K., & Spillane, M. (2011). How to open & operate a financially successful

notary business: With companion CD-ROM. Ocala, Fla: Atlantic Pub. Group.

McDonald, M., & Dunbar, I. (2012). Market segmentation : how to do it and how to

profit from it. Chichester : John Wiley & Sons.

Samli, A. C. (1995). International consumer behavior: Its impact on marketing

strategy development. Westport, Conn: Quorum Books.

Sokolowski, O. (2011). Influences and attitudes within consumer behaviour process.

S.l.: Grin Verlag Ohg.

Wright, R. (2006). Consumer behaviour. London: Thompson Learning.