Customers behaviourial responses to sales promotion

Added on - 03 Dec 2019

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RESEARCH PROPOSALONEVALUATING CUSTOMER RESPONSE TO DISCOUNTOFFERS ON MAGAZINE SALES:A CASE STUDY OF THE ECONOMIST
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1Title:.......................................................................................................................................1Background of the study.........................................................................................................1Research aims and objectives.................................................................................................2Research questions.................................................................................................................2Research rationale..................................................................................................................3LITERATURE REVIEW................................................................................................................3Introduction............................................................................................................................3RESEARCH METHODOLOGY.....................................................................................................5Introduction............................................................................................................................5Research Approach.................................................................................................................5Research Philosophy..............................................................................................................5Research Design.....................................................................................................................5Data Collection.......................................................................................................................6Sampling.................................................................................................................................6Data Analysis..........................................................................................................................6Ethical Consideration.............................................................................................................7Research limitation.................................................................................................................7GANTT CHART.............................................................................................................................7REFERENCES................................................................................................................................9
INTRODUCTIONTitle:“To evaluate the customer response to discount offers on magazines sales: a case study of TheEconomist”.Background of the studyCustomer response is the reaction that buyers give when they are confronted with specifictype of goods and services. In addition to this, Watson, McCarthy and Rowley, 2013 have statedthat “Customer response is the reaction which buyers give after seeing the sales promotionalactivity of firm” (Watson, McCarthy and Rowley, 2013). In this context, it can be said that forany firm the techniques used for marketing the goods and services plays very crucial role. This isbecause, with the help of given means only organization will be able to direct its efforts withregard to attract large number of buyers in an effective manner. Thus, by complying with thegiven type of activity corporation performs significant improvement in their sales and profits.Furthermore, it has also being examined by the researchers that the response as beingcarried out by the customers depend upon different type of instances such as positive andnegative image about product, price and the quality of product offered etc. It is due to the factthat, these all given factors plays very critical role in terms of shaping the responses of buyers inan appropriate manner. In this regard, it has been stated by the Dung Paul, 2015 that “Theresponses being given by the buyers largely depends upon the price and quality of productoffered” (Dung Paul, 2015). The given thing specified is correct. This is because, while makingdecision with respect to purchase the particular products and services of firm, customer givesimportance to the given factors such as price and quality. Here, on the basis of given factor onlycustomers carry out comparison between the products which is offered by number of firms.Through this way, they make the selection of an effective product.In addition to this, among varied approaches to sales promotion the discounts offered byfirm upon the product also plays very critical role in changing the responses of customers. Inaccordance with the given context, it has been seen that customer generally give positiveresponse toward the products when it can be purchased by them at discounted prices. Thus, it canbe said that discounting is the most common tactic which is employed by many firms for thepurpose to increase the sales of their products and services. However, it has also being seen thatthe responses of the customers also depend upon the product on which discount is offered.1
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