بررسی تأثیر انواع ترفیعات فروش بر نمایش برند در هایپرمارکت‌ها و مزایای درک شده توسط مشتری: مطالعه تجربی
محورهای موضوعی : مدیریت بازاریابی
آیدا مریخ نژاد اصل
1
(کارشناسی ارشد مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
کامبیز حیدرزاده
2
(دانشیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
رحیم محترم
3
(استادیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
کلید واژه: مزایای ارتباطی, ترفیعات فروش, مزایای لذت‌جویانه, مزایای کاربردی, نمایش (ارائه) برند,
چکیده مقاله :
پژوهش حاضر به بررسی تأثیرات ترفیعات فروش پولی (کوپن) و غیر پولی (سمپلینگ، بازی، قرعه‌کشی) و وضعیت فروشگاه بر روی مزایای درک شده توسط مصرف‌کننده می‌پردازد. جهت بررسی این موضوع، پژوهشی به روش تجربی تدوین گردید. در این پژوهش متغیر وضعیت فروشگاه را در دو سطح و متغیر ترفیعات فروش را در چهار سطح دستکاری کردیم تا یک مطالعه 4×2 داشته باشیم و با اندازه‌گیری و بررسی تأثیرات این دستکاری‌ها بر روی متغیرهای وابسته، به بررسی پژوهش پرداختیم. مطالعه بر روی محصول بستنی، از محصولات صنایع لبنیاتی انجام گردید. تعداد 328 نفر از دانشجویان دانشگاه علوم و تحقیقات تهران به عنوان نمونه انتخاب شدند. در نهایت فرضه‌ها بررسی و نتایج حاصل شد. نتایج نشان داد که مصرف‌کنندگان هنگامی که در ارتباط با انسان و در معرض کاهش قیمت با کوپن هستند، مزایای کاربردی بیشتری را درک می‌کنند. در حالی که در هنگام ارتباط با دستگاه و در معرض سمپلینگ، بازی و یا قرعه‌کشی؛ مزایای لذت‌جویانه و مزایای ارتباطی بیشتری را درک می‌کنند. همچنین فارغ از وضعیت فروشگاه، اقدامات ترفیعاتی (پروموشن) بر روی مزایای درک شده توسط مصرف‌کنندگان تأثیرگذار بوده و باعث درک بهتر نمایش (ارائه) برند در فروشگاه می‌شود. البته هنگامی که مصرف‌کنندگان در حالت ارتباط با انسان هستند، نمایش (ارائه) برند در فروشگاه را بهتر از حالتی که در ارتباط با دستگاه هستند درک می‌کنند. این پژوهش دارای نتایج کاربردی جهت اجرای سیاست‌های ترفیعاتی (پروموشن) توسط خرده فروش‌ها، فروشگاه‌ها و صنایع و محصولات مشابه دارد.
The present study examines the effects of cash (coupon) and non-cash (sampling, game, and lottery) promotions and shop status on perceived benefits by the consumer. To investigate this, an empirical research was formulated. In this study, we manipulated the store status variable at two levels and the sales promotion variable at four levels to have a 4x2 study and examined the effects of these manipulations on the dependent variables. The study on ice cream was made from dairy products. 328 students of Tehran University of Science and Research were selected as sample. Finally, the hypotheses were examined and the results were obtained. The results show that consumers understand more of the practical benefits when dealing with coupons and human beings. As they interact with the device and subject to sampling, playing or drawing, they understand the pleasurable benefits and greater communication benefits. Regardless of the status of the store, promotional measures affect the perceived benefits of consumers and help them better understand the brand's presentation in the store. However, when consuming scrolls in a human-related way, they understand the brand's presentation in the store better than they do with the device. This study has practical implications for the promotion of promotional policies by retailers, stores, industries and similar products.
میرزایی، خ. (1392)، "پژوهش پژوهشگری و پژوهشنامه نویسی"، جامعه شناسان، تهران
Alavi, S., Bornemann, T. & Wieseke, J., (2015). “Gambled price discounts: a remedy to the negative side effects of regular price discounts”, Journal of Marketing, Vol. 79(2), PP. 62-78.
Aurier, P. & Sere de Lanauze, G., (2011). “Impacts of in-store manufacturer brand expression on perceived value, relationship quality and attitudinal loyalty”, International Journal of Retail & Distribution Management, Vol. 39(11), PP. 810-835.
Brakus, J.J., Schmitt, B.H. & Zarantonello, L. (2009). “Brand experience: what is it? How is it measured? Does it affect loyalty?”, Journal of Marketing, Vol. 73(3), PP. 52–68.
Buil, I., De Chernatony, L. & Martinez, E. (2013). “Examining the role of advertising and sales promotions in brand equity creation”, Journal of Business Research, Vol. 66(1), PP. 115-122.
Chandon, P., Wansink, B. & Laurent, G. (2000). “A benefit congruency framework of sales promotion effectiveness”, Journal of Marketing. Vol. 64(4), PP. 65-81.
Demetra, A. (2016). “Product information and consumer choice confidence in multi-item sales promotions”, Journal of Retailing and Consumer Services, Vol. 28, PP. 45-53.
Hennig-Thurau, T., Gwinner, K.P. & Gremler, D.D., (2002). “Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality. Journal of Service Research, Vol. 4(3), PP. 230-247.
Honea, H. & Dahl, D. (2005). “The promotion affect scale: defining the affective dimensions of promotion”, Journal of Business Research. 58(3), PP. 543–551.
Lemon, K.N., White, T.B. & Winer, R.S. (2016). “Dynamic customer relationship management: incorporating future considerations into the service retention decision”, Journal of Marketing. Vol. 66(1), PP. 1-14.
Lisa S, M. (2006). “The Influence of Culture on Retail Sales Promotion Use in Chinese Supermarkets”, Australasian Marketing Journal, Vol. 14(2), PP. 34-46.
Mimouni-Chaabane, A. & Volle, P. (2010). “Perceived benefits of loyalty programs: scale development and implications for relational strategies”, Journal of Business Research. Vol. 63(1), PP. 32-37.
Nordfalt, J. & Lange, F. (2013). “In-store demonstrations as a promotion tool”, Journal of Retailing and Consumer Services. Vol. 20(1), PP. 20-25.
Okada, E.M. (2005). “Justification effects on consumer choice of hedonic and utilitarian goods”, Journal of Marketing Research, Vol. 42(1), PP. 43-53.
Palmatier, R., Cheryl Burke, J., Bechkoff, J.R. & Karde, F.R., (2009). “The role of customer gratitude in relationship marketing”, Journal of Marketing. Vol. 73(5), PP. 1-18.
Ramaneshan, B. & Stein, A., (2014). “Connecting the dots between brand experience and brand loyalty: the mediating role of brand personality and brand relationships”, Journal of Brand Management. Vol. 21(7-8), PP. 664-683.
Reid, M., Thompson, P., Mavondo, F. & Brunso, K., (2015). “Economic and utilitarian benefits of monetary versus non-monetary in-store sales promotions”, Journal of Marketing Management. Vol. 31(3–4), PP. 247-268.
Mussol, S., Aurier, P. & Lanauze. G.S.D. (2019). “Developing in-store brand strategies and relational expression through sales promotions, Journal of Retailing and Consumer Services, Vol. 47, PP. 241-250.
Vesel, P. & Zabkar, V. (2010). “Relationship quality evaluation in retailers' relationships with consumers”, European Journal of Marketing, Vol. 44(9-10), PP. 1334-1365.
_||_میرزایی، خ. (1392)، "پژوهش پژوهشگری و پژوهشنامه نویسی"، جامعه شناسان، تهران
Alavi, S., Bornemann, T. & Wieseke, J., (2015). “Gambled price discounts: a remedy to the negative side effects of regular price discounts”, Journal of Marketing, Vol. 79(2), PP. 62-78.
Aurier, P. & Sere de Lanauze, G., (2011). “Impacts of in-store manufacturer brand expression on perceived value, relationship quality and attitudinal loyalty”, International Journal of Retail & Distribution Management, Vol. 39(11), PP. 810-835.
Brakus, J.J., Schmitt, B.H. & Zarantonello, L. (2009). “Brand experience: what is it? How is it measured? Does it affect loyalty?”, Journal of Marketing, Vol. 73(3), PP. 52–68.
Buil, I., De Chernatony, L. & Martinez, E. (2013). “Examining the role of advertising and sales promotions in brand equity creation”, Journal of Business Research, Vol. 66(1), PP. 115-122.
Chandon, P., Wansink, B. & Laurent, G. (2000). “A benefit congruency framework of sales promotion effectiveness”, Journal of Marketing. Vol. 64(4), PP. 65-81.
Demetra, A. (2016). “Product information and consumer choice confidence in multi-item sales promotions”, Journal of Retailing and Consumer Services, Vol. 28, PP. 45-53.
Hennig-Thurau, T., Gwinner, K.P. & Gremler, D.D., (2002). “Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality. Journal of Service Research, Vol. 4(3), PP. 230-247.
Honea, H. & Dahl, D. (2005). “The promotion affect scale: defining the affective dimensions of promotion”, Journal of Business Research. 58(3), PP. 543–551.
Lemon, K.N., White, T.B. & Winer, R.S. (2016). “Dynamic customer relationship management: incorporating future considerations into the service retention decision”, Journal of Marketing. Vol. 66(1), PP. 1-14.
Lisa S, M. (2006). “The Influence of Culture on Retail Sales Promotion Use in Chinese Supermarkets”, Australasian Marketing Journal, Vol. 14(2), PP. 34-46.
Mimouni-Chaabane, A. & Volle, P. (2010). “Perceived benefits of loyalty programs: scale development and implications for relational strategies”, Journal of Business Research. Vol. 63(1), PP. 32-37.
Nordfalt, J. & Lange, F. (2013). “In-store demonstrations as a promotion tool”, Journal of Retailing and Consumer Services. Vol. 20(1), PP. 20-25.
Okada, E.M. (2005). “Justification effects on consumer choice of hedonic and utilitarian goods”, Journal of Marketing Research, Vol. 42(1), PP. 43-53.
Palmatier, R., Cheryl Burke, J., Bechkoff, J.R. & Karde, F.R., (2009). “The role of customer gratitude in relationship marketing”, Journal of Marketing. Vol. 73(5), PP. 1-18.
Ramaneshan, B. & Stein, A., (2014). “Connecting the dots between brand experience and brand loyalty: the mediating role of brand personality and brand relationships”, Journal of Brand Management. Vol. 21(7-8), PP. 664-683.
Reid, M., Thompson, P., Mavondo, F. & Brunso, K., (2015). “Economic and utilitarian benefits of monetary versus non-monetary in-store sales promotions”, Journal of Marketing Management. Vol. 31(3–4), PP. 247-268.
Mussol, S., Aurier, P. & Lanauze. G.S.D. (2019). “Developing in-store brand strategies and relational expression through sales promotions, Journal of Retailing and Consumer Services, Vol. 47, PP. 241-250.
Vesel, P. & Zabkar, V. (2010). “Relationship quality evaluation in retailers' relationships with consumers”, European Journal of Marketing, Vol. 44(9-10), PP. 1334-1365.