[ Offres promotionnelles et sensibilité du consommateur à la promotion des ventes ]
Volume 9, Issue 3, November 2014, Pages 1392–1400
Fangué Ndjiozé Hymette Laure1, Tsapi Victor2, and Fidèle Nwamen3
1 Department Marketing and Organisation, University of Dschang, BP : 110 Dschang / FSEG, Cameroon
2 Department Marketing, Université of Ngaoundéré, Cameroon
3 Department Marketing and Organisation, University of Dschang, BP : 110 Dschang / FSEG, Cameroon
Original language: French
Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
On the one hand, this study expresses itself on the characteristics of the sensitivity of the consumer to sales promotion and promotion techniques. On the other hand, it reveals the relationship that exists between the promotional offers of firms and the response of consumers to these promotions. An analysis of variance and linear correlation analysis on data from a convenience sample of 1072 consumers of drinks reveals that the sensitivity of the consumer to sales promotion is a one-dimensional concept of the promotional techniques used and a category of goods. However, the complexity of the promotional mechanism can negatively and significantly affect the sensitivity of the consumer to sales promotion. Going from this finding, we recommend that managers should better focus their efforts on the techniques preferred by consumers (take away gifts, sale of two products at the price of one, winning crown corks and price reductions) presented in simple or easily understood forms that reduce supplementary participation effort from consumers and brings them to react favourably.
Author Keywords: Sensitivity, Games/plays, Price reductions, Premium sales, promotional mechanism.
Volume 9, Issue 3, November 2014, Pages 1392–1400
Fangué Ndjiozé Hymette Laure1, Tsapi Victor2, and Fidèle Nwamen3
1 Department Marketing and Organisation, University of Dschang, BP : 110 Dschang / FSEG, Cameroon
2 Department Marketing, Université of Ngaoundéré, Cameroon
3 Department Marketing and Organisation, University of Dschang, BP : 110 Dschang / FSEG, Cameroon
Original language: French
Copyright © 2014 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
On the one hand, this study expresses itself on the characteristics of the sensitivity of the consumer to sales promotion and promotion techniques. On the other hand, it reveals the relationship that exists between the promotional offers of firms and the response of consumers to these promotions. An analysis of variance and linear correlation analysis on data from a convenience sample of 1072 consumers of drinks reveals that the sensitivity of the consumer to sales promotion is a one-dimensional concept of the promotional techniques used and a category of goods. However, the complexity of the promotional mechanism can negatively and significantly affect the sensitivity of the consumer to sales promotion. Going from this finding, we recommend that managers should better focus their efforts on the techniques preferred by consumers (take away gifts, sale of two products at the price of one, winning crown corks and price reductions) presented in simple or easily understood forms that reduce supplementary participation effort from consumers and brings them to react favourably.
Author Keywords: Sensitivity, Games/plays, Price reductions, Premium sales, promotional mechanism.
Abstract: (french)
Cette étude tend à se prononcer d'une part sur les caractéristiques de la sensibilité du consommateur à la promotion des ventes par rapport aux techniques promotionnelles. D'autre part, elle met en évidence la relation qui existe entre les offres promotionnelles des entreprises et les réponses des consommateurs. A l'issue d'une étude menée auprès d'un échantillon de convenance de 1072 consommateurs de boissons, nous avons obtenu des données qui nous ont permis d'effectuer des analyses de la variance et de la corrélation linéaire. Au terme de celles-ci, nous avons pu constater que la sensibilité du consommateur à la promotion des ventes est un concept unidimensionnel selon les techniques promotionnelles utilisées dans une catégorie de produit. Toutefois, la complexité du mécanisme promotionnel peut affecter négativement et de façon significative la sensibilité du consommateur à la promotion des ventes. De ce constat, nous avons suggéré aux managers de se focaliser davantage sur des techniques promotionnelles préférées par les consommateurs (cadeau, vente de deux produits au prix d'un, capsule gagnante, réduction de prix) présentées sous des formes simples ou faciles à comprendre afin de minimiser l'effort supplémentaire de participation et les amener à réagir favorablement.
Author Keywords: Sensibilité, jeux/concours, réductions de prix, ventes avec primes, mécanisme promotionnel.
How to Cite this Article
Fangué Ndjiozé Hymette Laure, Tsapi Victor, and Fidèle Nwamen, “Promotional offers and the sensitivity of the consumer to sales promotion,” International Journal of Innovation and Applied Studies, vol. 9, no. 3, pp. 1392–1400, November 2014.
