We Know From Our Lecture That The Function Of Consumer Sales

We Know From Our Lecture That The Function Of Consumer Sales Promotion

We know from our lecture that the function of consumer sales promotions is to increase the sales of the firm's products. This is accomplished by increasing the product's exposure to the public. The desirability of the product to consumers is also increased by sales promotions, with the ultimate goal being an increase in demand for the product.

Conduct research and find examples of each of the following consumer sales promotions and answer the following questions in word response:

Coupons are a common tool of integrated marketing communication (IMC). How have coupons influenced your purchase of a product or service? What are the features of the coupon that were most influential in your purchase decision?

Many firms use contests or sweepstakes to promote their product. How does a contest or a sweepstake impact or influence your decision to purchase? Did you win any of the prizes as a result? Did this influence your view of the product? Why or why not?

Samples are often given out at supermarkets or can be sent through the mail. Has tasting a sample resulted in your buying the product? If so, did you become brand loyal to the product? If not, why not? What is your opinion on the sample’s effectiveness as a promotional tool?

Paper For Above instruction

Consumer sales promotions are an essential component of marketing strategies aimed at increasing product sales and enhancing brand visibility. These promotions are designed not only to attract consumers but also to encourage trial, foster loyalty, and ultimately boost demand for products. Among various promotional tools, coupons, contests, sweepstakes, and samples play pivotal roles in influencing consumer behavior, each leveraging distinct psychological and economic incentives.

Impact of Coupons on Consumer Purchasing Decisions

Coupons serve as a direct financial incentive, reducing the purchase price of a product, and are among the most traditional and widely used promotional tools. From a personal perspective, coupons significantly influence purchasing decisions by providing cost savings, which can serve as a compelling motivator. For instance, a coupon offering a 20% discount on a favorite brand of cereal might persuade a consumer to try the product for the first time or purchase more than usual during a shopping trip. The most influential feature of coupons tends to be their perceived value—either the monetary discount or the added quantity of the product offered at the same price. Additionally, the expiration date of coupons adds a sense of urgency, prompting immediate action, while limited-use coupons create exclusivity and special savings.

Research studies highlight that coupons effectively increase product trial and repeat purchases. They lower the risk barrier for consumers, making trying new or premium products less financially burdensome. Thus, coupons influence behavior not merely by offering discounts but also by shaping perceptions of value and encouraging brand switching or loyalty.

The Role of Contests and Sweepstakes in Consumer Purchase Decisions

Contests and sweepstakes introduce an element of entertainment and excitement into the purchasing experience. For consumers, the possibility of winning a prize—ranging from cash to electronics—adds an aspirational layer to the product promotion. Personally, engagement with contests often enhances the emotional connection to the brand, especially if I have entered and hoped to win. Although I have not personally won a prize, knowing that participation could lead to winning adds motivation to purchase the product, particularly if the contest entry is linked to a specific purchase or brand engagement.

This form of promotion influences purchasing decisions by creating a sense of community, excitement, and a chance to be rewarded. It often fosters brand loyalty because consumers associate the brand with a rewarding experience. Even if the individual does not win, the participation itself can reinforce positive perceptions of the brand—viewing it as engaging and consumer-oriented.

The Effectiveness of Samples on Consumer Behavior

Tasting samples is a promotional tactic that allows consumers to experience a product firsthand. In my observations, sampling often results in purchasing the product afterwards, especially if the experience meets or exceeds expectations. For example, trying a new snack at a supermarket that I enjoyed often led me to buy the larger pack, sometimes even developing a preference or loyalty to that brand.

However, sample effectiveness varies depending on the product category and individual preferences. In cases where the sample does not live up to expectations, I tend not to purchase or develop loyalty. From a broader marketing perspective, samples are highly effective because they eliminate the risk of buyer disappointment, enable consumers to evaluate quality, and foster immediate sensory engagement. They are particularly impactful for new or innovative products seeking to establish a foothold in the market.

In conclusion, consumer sales promotions such as coupons, contests, sweepstakes, and samples significantly influence purchasing behaviors by increasing product exposure, creating incentives, and fostering emotional connections with brands. Their strategic use can lead to increased trial, customer loyalty, and ultimately higher sales for companies.

References

• Baker, M. J., & Hart, S. (2007). The Marketing Book (6th ed.). Routledge.
• Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th ed.). Pearson.
• Strong, R. (2009). Consumer Behavior and Marketing Strategy. South-Western College Pub.
• Valles, F. (2011). Promotional Strategies and Consumer Engagement. Journal of Marketing Research, 48(2), 225-238.
• Wedel, M., & Kamakura, W. A. (2012). Market Segmentation: Conceptual and Methodological Foundations. Springer Science & Business Media.
• Yoshida, Y., & Hiyane, K. (2018). The Effectiveness of Sampling in Brand Loyalty Formation. Journal of Retailing and Consumer Services, 41, 183-190.