1) functions in business-to-business (B2B) organisations facilitates

1)      Claes(1985), the authors explained that consumer brands in equilibrium markets,where consumer information from sources other than advertising, salespromotion, and previous consumption experience is negligible. The tool isCorrelation.2)      Shahriar(2011), the authors explained that affect of sales promotion on consumerinterest to purchase products of IKCO automotive company as well as  Performance of sales promotion in introducing of new product to consumer is studied.

3)      Syuhailyet al., (2011) these authors explained help to understand the marketer’s typeof promotion that significantly influence buying behaviour of the respondents.The tool is Multi-Regression analysis. The sample size is 150.4)      Syedaand Sadia (2011), the Researchers found the relationship among sales promotionstrategies and the profitability of the firms along with the perception aboutsales promotion of the consumers and its relationship with the brand loyalty ofthat particular brand or company.

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The tool is Pearson Correlation. The Samplesize is 100 and the technique is done by Stratified sampling. 5)      Davidet al.,  ( 2011), the researcherexplained that specific aspect of the connection between sales and marketingintegration and better performance; specifically whether the integration of thesales and marketing functions in business-to-business (B2B) organisationsfacilitates the development and implementation of successful new strategies inresponse to market change. The tool is Pearson’s correlation.

The sample sizeis 41.6)      Dhruvet al., (2011), the authors explained  recentadvances in pricing and promotions findings as they pertain to enhancedtargeting, new price and promotion models, and improved effectiveness. 7)      Ibojoand Amos (2011), the Researchers explained that majority of the respondentsaccepted the fact that sales promotion affects organizational performance andsales volume of the organization.

   Thetool is Chi-Square and the sample size is 100.8)      Kamranet al., (2012), the authors explained promotional activities increased sales ofthe product? Generally Sales promotion directly affects the loyalty strength ofthe customers. If the favorite brand of the customer advertised more, the morethe loyalty of the customer towards the brand, but if the rival brand advertisesmore, it decreases the loyalty of the customers. The tools areMulti-Regression, ANOVA and Correlation. The sample size is 50.9)      Farshidand Amir (2012), the Researchers explained that  product strategy, promotion strategy, pricingstrategy and place strategy are important elements to increase the market share.

The tool is T-test and the sample size is 95.10)  Aliet al., (2012) discussed that estimate the effectiveness of the promotionaltools of advertisement, sales promotion, public relations, direct selling anddirect marketing on sales volume of products.

The tools using Cronbach’s alphacoefficient. The sample size is 58.11)  Zeinolabedinet al., (2012), the authors explained that to present a functional and cleardefinition of brand equity and its dimensions and the review of effectivefactors such as advertising and sale promotion in order to know how these marketingtools affect on the brand equity.12)  Amirhoseinand Zohre (2013) the Researchers found to identify performance entanglement ofmarketing strategy and moderating effects of transformational leadership,demand uncertainty and competitive intensity on sales performance. The toolsusing Composite Construct Reliability (CCR) and Cronbach’s alpha analysis.Thesample size in qualitative and quantitative study was 23 and 66 respectively.13)  Jinet al.

, (2013) explained to find the Price and coupons were found assignificant drivers of customer satisfaction, which was directly related to customervalue, image, and behavioural intentions. Analysed using Correlation andregression.14)  Amusat(2013), the authors found that bonus has strong influence on sales volume whichmeans if manufacturing industry wants to achieve its stated objectives, theyshould take cognizant of bonus as well as other dimensions such as coupons,price promotion, free samples and premiums into consideration. The tool isRegression and the Sample size is 8015)  Aliet al.

, (2013), these authors explained  to analyze the impact of promotionalactivities during the decision making process and the buying behaviour ofbottled water, which is focused basically on two major producers of bottledwater in Kosovo. Analysed by using Descriptive statistics. The sample size is150.

16)  Raziehand Asadollah (2013), the authors explained marketing communications play majorrole in creating value for different brands and also advertising, salespromotion and sponsorship are three important and costly activities inmarketing, it is very important to manage these activities. Theoretical andconceptual model of this study have been taken from the Built model. The toolsare Pearson correlation test, T -test and bi-variant regression. And the samplesize is 500.

17)  Shanthakumariand Priyadarsini (2013), the authors explained that help retailers andmanufacturers successfully implement strategically aligned online and offlinepromotions.18)  Kushand Patwa (2013), the researchers explained that   sales promotion  tools  to  beadopted  at  a given  time  affect the  company’s  sales volume  and  also to  evaluate the  nature of sales  promotion  activities in  Delhi.19)  Hayan  and Mokhles (2013) The authors explained thatcross-sectional experiment to manipulate promotional benefit level, type ofpromotion and measures consumers’ value perceptions and purchase intentions.The tool is ANOVA and the sample size is 320.20)  Priti(2013), the researchers explained that The effect of these sales promotionalschemes are measured on seven buying behaviour responses like visit to store,purchasing the product, purchase acceleration, stockpiling, spending more,trial and brand switching. The tool is F-test and the sample size is 152.

21)  Riponet al., (2013), the authors explained that several months to accumulate dataand information through questionnaire, surveys, site visits and walk-thoroughinvestigations which  are  the primary basis of this study work and the sales promotion is mosteffective on the consumers who travel through the peripheral route and it canleads the consumer’s mind to brand switching.22)  Hanyd(2013), the authors explained that explore the effects of sales promotion onpost promotion behaviour such as customer loyalty and purchase behaviour infast food in Egypt. The sample size is 376. The tools is t-test and multipleregression.23)  Soniand Verghese (2013), the authors explained that among the various salespromotion tools: offer, premium and contest are the most influencing variablesfor consumer purchase decision. The tool is multi regression and the samplesize is 109.24)  Shalluand Sangeeta (2013), exploring the various factors that influences consumerbuying behaviour and purchase decision and to identify the various promotionalactivities used by the sellers in order to motivate the consumer buyingbehavior and purchase decision.

The sample size is 200.25)  SatnamUbeja (2014) investigates the effects of sales promotion mix on customersatisfaction in shopping malls of Indore city and to study the variations inthese factors across different demographic variables. The tool is ANOVA.26)  Adeelet al., (2014), the authors explained helping businessmen to develop theirbusiness planes more effectively so that they can get the competitive advantageover their competitors and make them able to maximize their profits.

The samplesize is 180.27)  Aurangzebet al., (2014), the authors explained that investigate the effect of salespromotion and natural environment that is casual factor in consumer buyingbehaviour. The tool is Cronbach’s alpha and the sample size is 200.28)  Helenezeet al.,(2014) explained that is to determine which sales promotion techniqueswere perceived in encouraging brand loyalty, brand switching, purchaseacceleration, stockpiling and product trial in the FMCG sector” The collecteddata were analysed using descriptive statistics and a one-sample t-test. Thesample size is 600.

29)  Mohamad(2014), the authors explained sales promotion devices and need to be able toassess the effectiveness of these tools. Consumer response (brand switching,purchase acceleration, spending more) to Four different sales promotiontools(price discounts, Free gift, games, and extra free product get one free’.  The sample size is 400.30)  Kiumarsiet al., (2014), the authors explained that SMEs have unstructured marketingstrategies and needs enhancements in the areas of packaging, value add to thebakery products, focus on promotion and appropriate advertising strategies.31)  Paridhi(2014),the author determined that the effect of sales promotion on customer buyingbehaviour.

The tools are weighted average method and chi- square test. Thesample size is 100.32)  Pierreet al., (2014), the researchers explained that the implications of the multi-benefitand the benefit congruency frameworks for understanding consumer responses tosales promotions, re-examining the value of everyday-low-price policies, anddesigning more effective sales pro-motions. The tool is Correlation and samplesize is 350.33)  Sandeepet al., (2014), to analyze the impact of demographic factors and switchingbehaviour of consumers regarding the price of soaps and detergent.

The toolsare chi-Square test, Correlation and Simple percentage. The Sample size is 200.34)  Subhra(2014) the authors explained consumers were  satisfied  with the  sales promotion  but it  does  not create  long-term  assurance toward  brand  preference and found  that consumers  choose  the detergent brand  with  an effort.35)  ?or?eet al., (2015) the researchers explained that sales promotion is to create andmaintain long-term relationships with customers and competitive advantage onthe market.

The impact of sales promotion activities on the behaviour andattitudes of consumers when choosing a product. To examine the effects achievedby sales improvement to consumers through the implementation of the competitivepositions of the companies.36)  Bagirathi(2015) the authors explained that the dealers perspective to understand theimpact of various strategies in terms of the influence it has on the purchasedecision.

37)  Marifeet al., (2015) studied that the impact of different types of monetary andnonmonetary promotions on brand loyalty and its relationship to productinvolvement and reported they are finding for both high and low investmentproducts and they found brand loyalty can enhance both monetary and non-monetarypromotions. The tools is Multi-Regression38)  WongAiJean& Rashad (2015), the Researchers shows that besides serving as a short-termprofit marketing strategy, sales promotion has the potential in helping themarketers to achieve long-term profits through influencing the consumer’sself-perception and self-satisfaction and in the development of loyalcustomers. 39)  Syedet al., (2015), the authors explained that help marketers to select the types ofpromotion that greatly influence the buying behaviour of the respondents. Thesample size is 105 and the sample technique is random sampling techniques.40)  Fernandoet al.

, (2015), the Researchers explained that analyze consumer behaviour in adiscount promotion, analyzing positive or negative relationships that couldexplain such behaviour and evaluating the moderating effect of perceivedattractiveness in this process. The tools are t-test and correlation. TheSample size is 662.41)  Mingmingand Xiaoting (2015), the researchers explained Logistic regression measurementindicated that the direct saving was the most effective promotion to stimulatecompulsive buying. The stimulation of new and creative promotion method tocompulsive was weak. The gift winning should be appealing and easy to get.

Thesample size is 162.42)  Leonardusand Dibia (2015), the researchers explained analyze the youth respond towardonline sales promotion strategy (online pricing promotion and online couponpromotion). Another purpose is to identify the strongest factors in affectingyouth online purchase intention. The tool is structural equation modelling. Thesample size is 100.

  43)  Mahsaet al., (2015), the authors explained that investigate the effects of salespromotion on buyer decision making process. In other words, the general objectiveof this study was to find out the effectiveness of some elements on the buyingbehaviours of customers. Marketing activities related to the promotion of salesincreased consumer purchases and indirectly to get more profit for the company.44)  Sureshet al., (2015), found that among the various sales promotion tools: offer,premium and contest are the most influencing variables for consumer purchasedecision. The tool is multiple Regressions.

45)  Garimaand Himanshu (2015), found that the sales promotion does not only have positiveimpact but also negative on the consumers as they feel that they have beencheated number of times due to different promotional tools and it had worseeffected the brand loyalty among the consumers which not only lead to declinein the sales but also lack of trust which overall hampers the brand image. Thesample size is 320.46)  Arpitand Ankit (2015) concluded that attractive promotional schemes may be, “BRANDNAME” plays a dominant role in purchasing the households appliances. Maximum ofthe respondents have interest in some of the promotional schemes such as pricediscount, warranty, exchange scheme, etc. and also consumers prefer pricediscount as first, when compared to non- price schemes.

The tool is Chi-squareand one – way ANOVA and the sample size is 200.47)  HudaibiaJamali et al., (2016), the authors explained that examine the number of reasonsa working women keeps in mind when purchasing a particular perfume brand.  The sample size is 384.

48)  Mohamed(2016), the Researchers explained to determine the impact of the most used toolof sales promotion in retail sector such as: coupons, sample, price discountand buy one get one free on consumer buying behaviour from two aspects; brandswitching and customer loyalty. This study based on literature review,conceptual framework and hypothesis which open the door for future researchersto expand more in this field. The sample size is 160.49)  Bingqunet al.

, (2016), the authors explained that the influences of three differentstrategies of distributor price promotion, i.e. award-type price promotion,threat-type price promotion and rebate, on manufacturer’s sales performance byempirical research, and analyzes the regulatory effect of promotion strength inthe influence of two price promotion strategies on manufacturer’s salesperformance.

The sample size is 348.Hamidrezaand Morteza (2017), the authors explained that advertising and sales promotionmethods are of the ways that have always been considered by companies producingconsumer goods in this area.


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