Business Studies

Promotion and Adv Topic 6 Q3 Identify the primary and secondary objectives of consumer-oriented sales promotion.

ANSWER

Primary and Secondary Objectives of Customer-Oriented Sales Promotio

Customer-Oriented Sales Promotion

Consumer-oriented sales promotions are intended for the so-called “end customers” who are further down the supply chain. Consumer-oriented sales promotions are a type of pull tactic that generates demand at the grassroots level (Key, 2017). It also encourages customers to make rapid purchases of a particular brand and use it more frequently, resulting in a boost in short-term revenue. The main objective of the consumer-based promotion is to increase the sales of a specific product or brand this is because it has a significant impact on the decision that a customer makes to buy a specific product as In-store purchasing decisions account for over seventy percent of all brand purchases. The objectives of the consumer-oriented sales promotion are achieved through the use of Coupons, samples, rebates or refunds, sweepstakes, promotions, and point-of-purchase advertising. This acts as a motivation for the potential buys to make a choice of buying a specific brand as it acts as an enticement for the customers to buy the products.

On the other hand, other objectives achieved by the consumer-oriented sales promotion include raising the actual sales by improving sales, increasing shelf space revenue, encouraging and inspiring salespeople to interact with customers (Závodský, 2018). Notably, this is achieved through the use of free samples that are offered together with other products that are already on the market in an effort to introduce a new product in the market. Additionally, sales are increased through the issuances of coupons that subsidize the actual cost of the product; this encourages more customers to buy the product. Again, consumer-oriented sales marketing such as point-of-purchase advertising encourages the salespeople to interact with the consumers as they are required to answer questions from protentional buyers from the point of purchase; this gives room for the salespeople to convince the buyers to buy the product hence attracting new customers.

References

Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3), 325-333.

Závodský, P. K. M. (2018). Consumer-Oriented Sales Promotion of Organic Food in Slovakia and the Czech Republic. Studia commercialia Bratislavensia, p.195.

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