نوع مقاله: مقاله پژوهشی
نویسندگان
1 کارشناس ارشد مدیریت بازرگانی
2 عضو هیأت علمی دانشگاه تهران
3 عضو هیأت علمی دانشگاه اصفهان
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
This research assesses the impact of sales promotional tools, namely coupon, price discount, free sample, bonus pack and in-store display, on product trial and repurchase behavior of consumers. The study aims at investigating the effect of these tools as an element of the marketing mix with consumer's decision. The results are supposed to help manufacturer and retailers to improve sales percentage, as well as production. The questionnaire used as a suitable method of research to conduct data collection. Data analysis of this research has been done in two levels: descriptive statistics and inferential statistics. Frequency, percentage, mean and standard deviation are used in descriptive statistics, and Pearson coefficient of correlation is used in inferential statistics. The sample points for the research were foodstuffs buyer in Refah chain stores in Isfahan. A total of 330 randomly selected customers were surveyed using structured questionnaire, out of which, 303 usable responses were received. Then, using SPSS and coefficient of correlation, the relationship between independent and dependent variable was examined and hypotheses were tested. The results show that using the free sample and in-store display are proper means for encouraging consumers to product trial, while price discount and coupon can boost repurchasing behavior. Considering the shelf life of product and the type of advertising it needs, manufacturers and retailers can use the above tools to promote their product and sale and also to get the best return,
کلیدواژهها [English]
)