Effect of the benefits of sales promotion formats on in-store brand expression and benefits perceived by consumer with an experimental approach

Subject Areas : Jounal of Marketing Management

aida merikh nejad asl ¹ , Kambiz Heidarzadeh ² , Rahim Mohtaram ³

1 - Master of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Associate Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 - Assistant Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

Received: 2020-03-11 Accepted : 2020-08-11 Published : 2020-05-21

Keywords: Relational benefits, Hedonic benefits, Brand expression, Functional benefits, Sales promotion,

Abstract :

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.

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