Impact of Promotional Mix on Consumer Decisions: Schofield Watches

This proposal examines the promotional mix strategies of Schofield Watch Company, specifically focusing on the product and place elements. It aims to identify the impact of these elements on consumer purchasing decisions. The study provides a background on promotional mix, outlining its significance and relevance in the current competitive market. The objectives include understanding the concept of promotional mix and determining the impact of product attributes and place on consumer buying decisions concerning Schofield watches. The rationale highlights the importance of retaining customers and expanding business, especially in a competitive environment. A literature review explores the concept of promotional mix, product attributes, and place, discussing their influence on consumer behavior. The research plan outlines the methodology, including data collection and analysis. The study anticipates that a well-defined promotional mix, considering product quality, design, and place of distribution, will positively influence consumer purchasing decisions, thereby supporting Schofield Watch Company's business expansion goals. The proposal concludes with a detailed timeline for research activities and a list of references.

PROPOSAL

TABLE OF CONTENTS
PROPOSAL.....................................................................................................................................1
Background of the study.........................................................................................................1
Aim and objectives.................................................................................................................1
Rationale.................................................................................................................................1
Significance............................................................................................................................2
Literature review....................................................................................................................2
Research plan..........................................................................................................................4
REFERENCES................................................................................................................................6

PROPOSAL
Background of the study
The present proposal reflects about the promotional mix which is supportive for the firm
in order to make advertisement of the products and services. The study is on the basis of
Schofield Watch Company Limited which has the presence in England, UK. In the promotional
mix, there are several kinds of elements included but the present research basically focuses on
two of them that are- Product and Place. Beside this, it explains influence of both the
promotional mix elements on the purchasing behaviour of consumers. With the help of the
present research, reader is easily able to understand that, how Schofield firm use product and
place elements at the workplace in appropriate manner, and how customer's decision in terms of
buying watches will be affected and up to which extent. In addition to this, methods and tools
which are used to carry out the present research are described in proper ways. At the end, time
frame is provided which reflects duration of the project completion.
Aim and objectives
Aim“To identify impact of product and place elements in promotional mix on consumer
purchasing decision: study on Schofield watch company.”
Objectives:
 To understand the concept of promotional mix.
 To determine impact of product attribute on consumer purchasing decision in respect to
Schofield watch company.
 To identify impact of place on buying decision of customers in respect to Schofield watch
company.
Rationale
In the modern competitive era, it has become very difficult for organizations to sustain in
the market for longer duration. Customers are moving to another brand frequently if they get
better products there. It is necessary for entities that to retain potential clients in the firm for
longer duration so that they can earn profit (Lai and et. al., 2007). There are many corporations
those which are located at main market places, on other hand some outlets are situated far from
the city. In such places people are unable to go frequently thus they buy products from locally
available and nearby vendors.
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This is the reason that sales volume of organizations is decreasing and they are finding
difficult to expand their business. Schofield watch company is planning to expand its business
internationally so products and place attributes of promotional mix strategy in this research will
be helpful for the cited firm in accomplishing its objectives (Ataman and et.al, 2010).
Significance
This study will be beneficial for Schofield watch company in expanding its business
across the world. It will help the entity in knowing buying behaviour of the consumers (Gibbs,
2012). That would help the cited firm in expanding its business worldwide and satisfying needs
of consumers significantly by offering them products as per their requirements. In addition, it
will be beneficial for other corporations as well because they will be able to make effective
promotional strategy. This investigation will be helpful to other industries as well because they
will also get to know perception of consumers.
Literature review
Concept of promotional mix
According to Jaideep, (2016) “promotional mix is the concept of marketing mix and
having very significant place at the working environment of each and every business
organisation”. Further, it is one P of the 4 P's of marketing mix by which the management of an
entity is able to make advertisement of the existing as well as potential goods and services in the
market. While promoting products, there are different kinds of aspects included which are
supportive for the firm in order to make local community aware about the goods (Oladepo and
Abimbola, 2015). Moreover, its several elements are such as advertising, personal selling, public
relations, sales promotion, publicity etc. which are used by firm to promote goods and services.
By using these all the concepts the firm is able to promote its products in the market which will
boost up its sales and profit in proper manner.
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Illustration 1: Elements of promotional mix
(Jaideep, 2016)
Impact of product attribute on consumer purchasing decision
As per the views of Schlegelmilch, Diamantopoulos and Du Preez, (2015) “product is
one of the basic factor of an entity by which people get attracted towards it for purchasing”.
There are various number of attributes included with a particular product which are such as size,
design, quality, quantity, durability, colour etc. In order to attract more customers, the firm must
manufacture those products which have the higher attributes. When the best quality of watch
along with longer durability and guarantee are provided by the Schofield company in the market,
then people would like to purchase in more quantity even if its prices are high. Along with this, if
other attributes like design as well as size of the watch is highly attractive then buying decision
of local community can be triggered in positive direction (Schuitema and Groot, 2015). The
reason is that, consumers are always concerned about the quality of products along with the
attractiveness. Henceforth, it can be said that, product attributes create higher influence on the
buying decisions of consumers.
However, Zinas and Jusan, (2017) argues that, if Schofield organisation do not offer
attractive watch with the higher quality and durability then customers will not prefer to buy from
it. Therefore, they will switch towards other enterprises which offer higher quality of the watches
and products. The result is that, buying decisions of the users toward selected entity will be
impacted up to the greater extent.
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Impact of place on buying decision of customers
As per the view of Ataman and et.al, (2010) place attribute is an essential element
through which distribution of products can be done effectively. Intensive, exclusive, selective,
franchising are many distribution strategies that can support in increasing sales revenues of the
firms. Author has argued that if firm is having retail stores at frequently visited places then
consumers will feel convenient to go there. But if it is far away then it may change the buying
decision of the clients. Gibbs, (2012) has stated that choice of distribution method is considered
as essential aspect because it helps in attracting more people towards the brand and changing
their perception too.
Research plan
Activities 1th
Week
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
9th
Week
10th
Week
Selection of
topic and
framing of
aims and
objectives
Literature
Review
Mapping up of
research
methodology
Completion of
proposal
preparation of
questionnaire
for collecting
data
4

Recording
research and
carrying out
the same
Analysis of
Data
Discussion
and conclusion
Edit and final
submission of
report
5

REFERENCES
Books and Journals
Ataman, M.B. and et.al.,2010. The long-term effect of marketing strategy on brand sales. Journal
of Marketing Research. 47(5). pp.866-882.
Gibbs, G., 2012. Implications of ‘Dimensions of quality’ in a market environment. York: Higher
Education Academy.
Lai, F. and et. al. 2007.On network externalities, e‐business adoption and information
asymmetry. Industrial Management & Data Systems. 107(5). pp. 728 – 746.
Oladepo, O. I. and Abimbola, O. S., 2015. The influence of brand image and promotional mix on
consumer buying decision-a study of beverage consumers in Lagos State, Nigeria. British
Journal of Marketing Studies. 3(4). pp. 97-109.
Schlegelmilch, B. B., Diamantopoulos, A. and Du Preez, J. P., 2015. Consumer Preferences as
Barriers to Standardising Marketing Programmes in the Single European Market: The Role
of Country-Of-Origin and Ecological Product Attributes. In Proceedings of the 1992
Academy of Marketing Science (AMS) Annual Conference. pp.189-194.
Schuitema, G. and Groot, J. I., 2015. Green consumerism: The influence of product attributes
and values on purchasing intentions. Journal of Consumer Behaviour. 14(1). pp. 57-69.
Zinas, B. Z. and Jusan, M. M., 2017. Choice behaviour of housing attributes: Theory and
measurement. Asian Journal of Environment-Behaviour Studies. 2(2). pp. 23-37.
Online
Jaideep, S., 2016. Top 5 Elements of Promotional Mix. [Online]. Available through:
<http://www.yourarticlelibrary.com/marketing/promotional-mix/top-5-elements-of-
promotion-mix-with-diagram/48643/> [Accessed on 27th July 2017].
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