Sale Promotions Research Articles

The Effect of Flash Sale on Purchasing Decisions: A Theoretical Approach

The current research was explored to analyze the Effect of Flash Sale on Purchasing Decisions on E-commerce. By applying a qualitative method, this research carried out to explore the prepositions of promotion study and conceptualized flash sale promotion as a promotional tool. The data collection technique applied a literature survey. The literature survey outlined some of the findings of previous researchers' references and elaborated the study using grounded theory. This research, methodically, was expected to be able to explain flash sales, and purchasing decisions. The findings proved that Flash Sale promotions had a positive and significant influence on purchasing decisions, and encouraged impulse buying behavior on various platforms, such as Shopee and Lazada. Flash Sales provided attractive price reductions for consumers, encouraging them to make purchasing decisions. The results also showed that promotional strategies such as Flash Sale and Free Shipping offers promoted a positive impact on increasing product sales and influencing consumer purchasing decisions. Keywords: Discount, Flash Sale, Purchasing Decision

PROMOSI PENJUALAN KILAT DAN IKLAN PESAN SINGKAT FREE BEA KIRIM DALAM MEMPENGARUHI KEPUTUSAN MEMBELI SPONTAN BAGI MAHASISWA PENGGUNA APLIKASI SHOPEE DI SEKOLAH TINGGI ILMU ADMINISTRASI MALANG

The aim of this research is to analyze the impact of flash sales promotions and free shipping short messages on the Shopee online market (marketplace) on spontaneous (impulse) buying decisions. The research population was 1354 with the criteria being active students at STIA Malang and the sample taken was 135 (10%) people using the purposive sampling method, followed by simple random sampling. The data was analyzed using multiple linear regression. The results of the research showed that flash sale promotions were proven. real and positive impact on spontaneous (impulsive) purchasing decisions. Besides that, the short message advertising variable (tagline) has an influence on spontaneous buying decisions and the contribution of this variable is greater than the flash sales promotion variable. Together, flash sale promotions and free shipping short message advertisements (taglines) have a real and positive effect on spontaneous (impulsive) purchasing decisions. The coefficient of determination test shows a fairly close relationship between flash sales promotions and short message advertisements (taglines) with spontaneous buying decisions and a contribution of 67.5% to the spontaneous buying decision variable (impulsive), while 32.5% influenced by other variables not explained in this study. The research results are in accordance with the theory used and the results of other researchers. The recommendation given is that the Shopee marketplace should immediately innovate in carrying out sales promotions and advertising, because there are many attractive sales promotions from other marketplaces to attract customers

The power of sale promotions: Analyzing the impact of sales promotion offerings on consumer buying behavior in the pandemic

The present research aimed to explore the impact of sales promotions on consumer behavior during the COVID-19 pandemic. The study analyzed consumer reactions to various promotion types such as bonuses, coupons, buy one get one free, vouchers, free samples, and price discounts. The aim was to investigate if these promotions positively influence consumer purchasing behavior and if the pandemic has induced overpurchasing behavior due to panic. During the research, 541 randomly selected respondents from Azerbaijan and Poland were involved and the results showed that sales promotions have a positive effect on the consumer buying behavior and lead to an increase in purchases beyond the consumers’ actual needs. This is particularly true during times of economic uncertainty when consumers are searching for discounted products to save money and minimize household spending.

The impact of sales promotion techniques on consumer purchase decisions within community pharmacies

The study analyzeshow sales promotions affect customer behaviourin community pharmacies by looking at psychological factors, economic incentives, and ethical issues. The goal of the study is to offer practical insights and evidence-based suggestions to make sales promotion strategies more effective and ethical in community pharmacies. The objective is to study is to examine the influence of sales promotions on consumer behaviour in community pharmacies, with a specific focus on whether sales promotions effectively improve drug sales to customers. The findings suggest that a combination of product availability, brand trust, cost savings, and professional advice drives consumer decisions. Convenience-related services are particularly attractive to consumers, with 43.8% valuing extended hours and 21.5% appreciating delivery services. This influence of sales promotion highlights the need for pharmacies to consider various promotional strategies to cater to different consumer preferences. The study concludes that while sales promotions do impact consumer buying decisions at local pharmacies, their influence varies widely among individuals. Factors such as product availability, brand loyalty, price discounts, and pharmacist recommendations also play significant roles. Most of the time customers aren't influenced by sale promotions because they might be confused about whether the products are expired or if there's something wrong with the stock. The study concludes that effective promotional and service strategies should take into account these diverse consumer preferences to boost customer satisfaction and increase sales.

Impact of Flash Sale Promotions and Brand Ambassadors on E-commerce Purchasing Decisions: A Study of Indonesian Consumers

This study employs an explanatory research method to investigate the influence of Flash Sale Promotions and Brand Ambassadors on purchasing decisions in the context of e-commerce, focusing on Indonesian consumers. Data collected from 100 questionnaires distributed to users of e-commerce applications reveal that effective Flash Sale Promotions positively impact purchasing decisions, indicating that the quality of such promotions is directly correlated with higher purchase decisions within e-commerce applications. Additionally, the presence of compelling Brand Ambassadors is found to enhance purchasing decisions on the Shopee e-commerce application, with improved ambassador performance leading to increased purchasing decisions. These findings underscore the significance of strategic marketing approaches, such as Flash Sale Promotions and Brand Ambassador programs, in shaping consumer behavior in the e-commerce sector.
 Highlights:
 
 Flash Sale's Impact: Examining the influence of Flash Sale Promotions on e-commerce purchasing decisions.
 Brand Ambassador Effect: Investigating the role of Brand Ambassadors in shaping consumer behavior.
 Indonesian Market: Focusing on the specific context of Indonesian consumers in the e-commerce landscape.
 
 Keywords: E-commerce, Flash Sale, Brand Ambassadors, Purchasing Decisions, Indonesian Consumers

Flash Sale Promotion to Increase Room Occupancy and Room Revenue at The Royal Beach Seminyak Bali

Purpose: This research aimed to describe the implementation of flash sale promotions and the contribution of flash sales to room occupancy and room revenue at The Royal Beach Seminyak Bali (TRBS). Research methods: The research uses interviews, observation, and documentation studies on the number of room nights per month data and room revenue from flash sales data for the last three years. The data analysis technique used is descriptive statistics processed with Microsoft Excel 2013. Results and discussion: Form of the implementation of the flash sale starts with a communication plan in the form of promotions that are carried out using several platforms such as websites, mobile applications, and social media. During the execution of the flash sale, the discounted price is adjusted to the guest who is an AccorHotels member and not an AccorHotels member. Implication: Implementing the flash sale promotion was quite helpful in increasing room occupancy and room revenue by contributing the third largest reservation with an average donation of 20% for room occupancy and 18% for room revenue over the last three years. Keywords: hotel, flash sale promotion, room occupancy, room revenue.

Role of Sales Promotion Techniques in Building Consumer Preferences: A Study of FMCG Products of Selected Brands in Dehradun City of Uttarakhand

The importance of sales promotion in the marketing mix is unquestionable. Sales Promotion techniques are considered one of the important tools and techniques for increasing sales volume. Considering the cost of sale promotions are always substantial, the selection and design of the most effective and efficient promotion tools are crucial for a successful promotion campaign. The ability of marketers to identify attributes that are relevant to their target market is vital for them to have better control over the results of their promotional activities. The present paper aims to evaluate the possibility of consumer preference due to sales promotion, the effectiveness of sales promotion tools in motivating purchase in the FMGC sector, and on this basis of study few suggestions are offered that will be useful for marketing managers of FMCG companies to streamline their sales promotion strategies and make their promotional efforts more successful.

Trying to Deteriorate an Attraction Effect: A Lesson for Challengers

The study is designed to answer a question: Can competitors override the effect of attraction that a particular firm’s product has been experiencing? The study demonstrates that sale promotions, particularly discount and rebate, could lead to the alteration of attitude. Data are analyzed by employing Amos 22.0 and SPSS 21.0. The findings are not far from the expectation, that after the promotion of the competitor’s product, the attraction effect is no longer remaining. The customers’ intention to buy the product promoted obviously increases. In addition, hypotheses relating with attraction effect and theory of planned behavior are supported.

Social Media, Flash Sales, and the Maker Movement: An Empirical Analysis

The emergence of the maker movement has democratized the production of goods and increased consumer demand for designer goods, leading to the founding of e-commerce platforms such as Etsy, Fab, and Gilt. Designers with little brand recognition have to overcome high buyer search costs in order to succeed in these markets or on their own websites. We study two mechanisms that designers use to promote their products — flash sales and social media — by collecting data for 24,446 products sold from June to July 2013 on a popular US-based e-commerce platforms specializing in the sale of products made by local designers. We find that social media activities predict success in product launches. Using two different identification techniques, we find that social media activities such as Facebook Likes, Pinterest Pins, and Faves have positive but different magnitudes of impact on sales, moderated by product type. Also, flash sale promotions increase average daily sales on the designer’s primary website by up to 0.8 units in the first week after a flash sale is initiated.

Value Addition in Packaging : Delight to the Industry

Earlier packaging was done just to deliver the product safely from producer to consumer. But, now packaging is done to delight the consumer as most consumers judge product by its-packaging before buying. In today's scenario many companies-are launching similar products. To compete in the market some value addition features are added to a package for brand identification & sale promotions. This project is about to study the various aspects & techniques to add value to a package.

Exploring how the tobacco industry presents and promotes itself in social media.

BackgroundThe commercial potential of social media is utilized by tobacco manufacturers and vendors for tobacco promotion online. However, the prevalence and promotional strategies of pro-tobacco content in social media are still not widely understood.ObjectiveThe goal of this study was to reveal what is presented by the tobacco industry, and how it promotes itself, on social media sites.MethodsThe top 70 popular cigarette brands are divided into two groups according to their retail prices: group H (brands with high retail prices) and group L (brands with low retail prices). Three comprehensive searches were conducted on Facebook, Wikipedia, and YouTube respectively using the top 70 popular cigarette brands as keywords. We identified tobacco-related content including history and culture, product features, health warnings, home page of cigarette brands, and Web-based tobacco shops. Furthermore, we examined the promotional strategies utilized in social media.ResultsAccording to the data collected from March 3, 2014 to March 10, 2014, 43 of the 70 representative cigarette brands had created 238 Facebook fan pages, 46 cigarette brands were identified in Wikipedia, and there were over 120,000 pro-tobacco videos on YouTube, associated with 61 cigarette brands. The main content presented on the three social media websites differs significantly. Wikipedia focuses on history and culture (67%, 32/48; P<.001). Facebook mainly covers history and culture (37%, 16/43; P<.001) and major products (35%, 15/43), while YouTube focuses on the features of major tobacco products (79%, 48/61; P=.04) and information about Web-based shops (49%, 30/61; P=.004). Concerning the content presented by groups H and L, there is no significant difference between the two groups. With regard to the promotional strategies used, sales promotions exist extensively in social media. Sales promotion is more prevalent on YouTube than on the other two sites (64%, 39/61 vs 35%, 15/43; P=.004). Generally, the sale promotions of higher-cost brands in social media are more prevalent than those of lower-cost brands (55%, 16/29 vs 7%, 1/14; P<.001 for Facebook; 78%, 28/36 vs 44%, 11/25; P=.005 for YouTube).ConclusionsThe prevalence of cigarette brands in social media allows more pro-tobacco information to be accessed by online users. This dilemma indicates that corresponding regulations should be established to prevent tobacco promotion in social media.

An Empirical Study on Financial Products Offered by Indian Retail Banks to Assess the Relationship Between Sale Promotions, Time to Reward Receipt, and Customer Preference

The present study attempts to investigate the impact of sales promotions and the time to reward receipt on customer preference. Moreover, the study also seeks to examine the contingent effect of different types of financial products. Many banks are competing on sales promotion segregation for their customer acquisition because of the highly competitive environment in the banking industry and almost similar financial product portfolios. The types of sale promotions studied are monetary and nonmonetary promotions, and instantaneous and delayed receipt of rewards is examined. Four financial products are studied: credit cards, mutual funds, fixed deposits, and bancassurances. Three-way analysis of variance showed that sales promotions in monetary terms are more preferable than those in nonmonetary terms in the case of all four financial products. Furthermore, instantaneous receipt of rewards is preferred over delayed receipt. Also, the study finds that a monetary promotion on a financial product (credit card) is more effective than offering a monetary promotion on other financial products (mutual funds, fixed deposits, bancassurances). However, the contingent role of the financial product category has no significant impact on the relationship between the time to reward receipt and customer preference.

Ladies' purchase intention during retail shoes sales promotions

PurposeThe purpose of this paper is to examine ladies' buying behaviour during shoes sales promotions in Malaysia, using the highly validated Belk's Model.Design/methodology/approachUsing this validated model, the main research framework consists of Social Surroundings (SS), Temporal Perspective (TP), Task Definition (TD), Physical Surrounding (PS), used as predictors for Sales Promotion Purchase (SPP). Ethnic groups are used as a moderator for this study.FindingsThe results identify few key predictors during shoes sales promotion. Ladies expressed the importance of first day sales for first buyer's advantage, and they preferred large shops with music. Moreover, due to the multi‐racial society in the country, ethnic group interaction on the model did not indicate impact of consumer differences affecting the sales promotion purchase. That is, during a specific festive season sale, all ethnic groups take full advantages of the sale.Research limitations/implicationsThis implies that Belk's Model is still applicable even in multi sales promotions for a specific product – shoes. However, the study may have the slight possibility of biases due to the retrospective accounts of recalling purchase involvement in retails shop(s) during sale promotions. Nevertheless, it is assumed that these biases are minimal as there are six sales per year in the country, averaging one sale per two months.Originality/valueThis study provides an insight of ladies' purchasing behaviour and their preferred types of retail outlets, which contributes to retail owners' sales promotional strategies to attract consumers during festive seasons.

Análisis de las promociones de ventas en Internet: el caso de las agencias de viaje

Internet has transformed business activity for many products and services. The mere Internet presence is no longer sufficient. The development of a specific online positioning and a structured plan of activities have become necessary. The travel industry is one of the sectors that best represent how Internet has changed the former distribution and communication systems. The established business model has changed dramatically since the online travel agencies entered the market. These agencies coexist with traditional travel agencies that have started to operate online. Travel agencies are therefore facing a very high level of competitiveness as Internet has provided them tremendous potential for creating business opportunities. Travel agencies are using different communication tools in order to differentiate from competitors. Strong emphasis is being put on sale promotions since they have proven very efficient in persuading consumers online.However, despite of its impact on consumer decisions and loyalty, it is highly unknown how travel agencies are using this communication tool. Through a content analysis this study analyzes sales promotions of those agencies that operate exclusively online and of those who operate in traditional channels as well as online. Results reveal that traditional travel agencies are still adapting to the Internet, while online agencies show a slightly greater dynamism and develop shorter promotional campaigns than traditional travel agencies. In addition, most developed sales promotions focus on monetary incentives (mainly price cuts) rather than offering any other kind of non-monetary incentives. This study shows that Spanish travel agencies are not making use of the advantages the Internet could offer to this business in terms of promotional activity.

The effect of point of sale promotions on the alcohol purchasing behaviour of young people in metropolitan, regional and rural Australia

This study, part of a larger project examining marketing and alcohol, looked specifically at the effects of point of sale (POS) promotions on young people, with a view to providing evidence which could be used to inform policy and regulation in this area. A series of focus groups were conducted in three different locations with young people aged 16–25 years, separated by age and gender, with a total of 85 participants. Participants were asked questions about their recollection of various POS promotions and the effect of these promotions on their alcohol purchasing and consumption behaviour. The majority of participants indicated a strong link between POS promotions and alcohol purchasing and consumption behaviour. A majority of participants demonstrated a strong recall of previous promotions and almost all participants indicated they had been influenced to buy more or a particular brand of alcohol because of a promotion. Specifically, the results of the study indicate that POS promotions involving price or volume discounts have a strong impact on young people, and are particularly effective in encouraging the purchase of increased volumes of alcohol, suggesting a need for regulation in this area.

Association between tobacco vendor non-compliance with youth access and point of sale restrictions

A restriction banning the sale of tobacco products to underage youths (youth access) is a central component of tobacco control programmes that aim to minimise the use of tobacco products by youths. This restriction has been in place in numerous jurisdictions across North America since the mid-1990s. Recent estimates have shown between 10% and 14% of North American tobacco vendors sold tobacco to underage youths.1 2 A small number of jurisdictions have implemented restrictions on point of sale promotions of tobacco products aiming to minimise the marketing impact on youths, smokers and former smokers.3 On 31 May 2006, the province of Ontario, Canada implemented restrictions under the Smoke-Free Ontario Act (SFOA) that banned tobacco point of sale promotions and advertising (eg, three-dimensional displays, promotional lighting, etc) while still allowing tobacco products to be visibly displayed at that time. Two evaluations of vendor non-compliance conducted 4 months and 12 months after the SFOA restrictions came into effect found that 12% of vendors were non-compliant with one or more point of sale restriction.4 Comparative rates of vendor non-compliance in other jurisdictions …

Vendor Compliance with Ontario’s Tobacco Point of Sale Legislation

Objective : On May 31, 2006, Ontario joined a small group of international jurisdictions to implement legislative restrictions on tobacco point of sale promotions. This study compares the presence of point of sale promotions in the retail tobacco environment from three surveys: one prior to and two following implementation of the legislation.

Development of a Research Tool to Monitor Point of Sale Promotions

Social marketers are concerned both with the use of marketing to improve health, and in critically scrutinizing the impact of commercial marketing practices on health. This latter area is relatively underdeveloped. It requires the development of relevant and robust research tools. This article is concerned with developing an observation measure designed to explore the industry's response to tobacco marketing regulation in retail outlets. Given the restrictions on both direct and indirect forms of tobacco marketing in the UK, there has been scope for the tobacco industry to focus their marketing efforts in other areas, such as point of sale. A protocol has been developed to enable observation of any changes in the marketing tactics employed by the UK tobacco industry at the retailer level. This article describes the observation proforma designed to gauge activity, and provides guidance for administering such a measure on a longitudinal basis. The measure was generally reliable, and suggests that tobacco marketing at point of sale might be targeted towards lower socioeconomic status areas.

The marketing of alcohol to college students: The role of low prices and special promotions

Background Heavy episodic or binge drinking has been recognized as a major problem on American college campuses affecting the health, safety, and education of students. The present study examines the alcohol environment surrounding college campuses and assesses the impact on students' drinking. This environment includes alcohol promotions, price specials, and advertising at drinking establishments that serve beer for on-premise consumption as well as retail outlets that sell beer for off-premise consumption. Methods The study used student self-report data from the 2001 College Alcohol Study (CAS) and direct observational assessments by trained observers who visited alcohol establishments in communities where the participating colleges were located. The analytic sample included more than 10,000 students as well as 830 on-premise and 1684 off-premise establishments at 118 colleges. Results Alcohol specials, promotions, and advertisements were prevalent in the alcohol outlets around college campuses. Almost three quarters of on-premise establishments offered specials on weekends, and almost one half of the on-premise establishments and more than 60% of off-premise establishments provided at least one type of beer promotion. The availability of large volumes of alcohol (24- and 30-can cases of beer, kegs, party balls), low sale prices, and frequent promotions and advertisements at both on- and off-premise establishments were associated with higher binge drinking rates on the college campuses. In addition, an overall measure of on- and off-premise establishments was positively associated with the total number of drinks consumed. Conclusions The regulation of marketing practices such as sale prices, promotions, and advertisements may be important strategies to reduce binge drinking and its accompanying problems.

Socioeconomic Factors, Nutrition, and Food Choices: An Analysis of the Salad Dressing Market

Most studies utilize consumer surveys or experimental data to investigate the relationship between socioeconomic variables and food choices. The author examines actual purchase behavior (supermarket scanner data) in the natural shopping environment. The author focuses on whether the propensity to purchase high-fat unlabeled products within a product category varies across supermarkets with different demographic profiles. The results show differences in this propensity across demographic groups, even after accounting for price and sale promotions. The findings are consistent with consumer survey and experimental design research on the relationship between demographic characteristics and the processing of nutrition information.