The impact of sales promotion on consumer satisfaction
Uticaj metoda unapređenja prodaje na satisfakciju potrošača
Abstract
Sales promotion activities are generally short-term in nature and aim to encourage short-term purchases of products or services. Through consumer research, companies are able to identify those sales promotion activities that have the strongest impact on consumer satisfaction. Therefore, the subject of the research is the consideration of the relationship between sales promotion methods and the creation of consumer satisfaction. The aim of the research is to determine the effects of sales promotion methods on the creation of consumer satisfaction. Accordingly, an empirical research was conducted using the survey method on a convenient sample of 205 respondents. Descriptive statistical analysis, correlation analysis, multiple regression analysis and moderation regression analysis were applied in the work. The obtained research results identified key methods of sales promotion (discounts, bonus packs, coupons) that significantly affect the creation of consumer satisfaction, which can enable greater investment and focus of the company on certain methods of sales promotion during future operations. In this way, the company can realize numerous benefits through improving its competitive position on the market, minimizing costs and realizing profits. The contribution of this paper is reflected in the testing of the moderating role of loyalty on the relationship between sales promotion methods and consumer satisfaction, because previous researches are more focused on testing main rather than interaction effects.
Apstrakt
Aktivnosti unapređenja prodaje su uglavnom kratkoročnog karaktera i imaju za cilj podstaći kratkoročnu kupovinu proizvoda ili usluga. Istraživanjem potrošača preduzeća su u mogućnosti da identifikuju one aktivnosti unapređenja prodaje koje imaju najjači uticaj na satisfakciju potrošača. Stoga, predmet istraživanja je razmatranje odnosa između metoda unapređenja prodaje i kreiranja satisfakcije potrošača. Cilj istraživanja je utvrditi efekte različitih metoda unapređenja prodaje na kreiranje satisfakcije potrošača. U skladu sa tim, sprovedeno je empirijsko istraživanje primenom anketnog metoda na prigodnom uzorku od 205 ispitanika. U radu je primenjena deskriptivna statistička analiza, korelaciona analiza, višestruka regresiona analiza i moderacijska regresiona analiza. Dobijeni rezultati istraživanja su identifikovali ključne metode unapređenja prodaje (popuste, bonus pakovanja, kupone) koje značajno utiču na kreiranje satisfakcije potrošača, što može omogućiti veće ulaganje i fokusiranost preduzeća na određene metode unapređenja prodaje tokom budućeg poslovanja. Na taj način, preduzeće može ostvariti brojne benefite kroz poboljšanje konkurentske pozicije na tržištu, minimiziranje troškova i ostvarivanje profita. Doprinos ovog rada se ogleda u testiranju moderatorske uloge lojalnosti na odnos metoda unapređenja prodaje i satisfakcije potrošača, jer su prethodna istraživanja više fokusirana na testiranje glavnih, nego interakcijskih efekata.
References
- Abu-Alhaija, A.S., Yusof, R.N.R., Hashim, H. and Jaharuddin, N.S. (2018). Determinants of a customer loyalty: a review and future directions. Australian Journal of Basic and Applied Sciences, 12(7), 106-111. http://dx.doi.org/10.22587/ajbas.2018.12.7.17
- Andani, K. and Wahyono, W. (2018). Influence of sales promotion, hedonic shopping motivation and fashion involvement toward impulse buying through a positive emotion. Management Analysis Journal, 7(4), 448-457. https://doi.org/10.15294/maj.v7i4.24105
- Anugrah, F.T. (2020). Effect of promotion and ease of use on customer satisfaction and loyalty on ovo application users. Quantitative Economics and Management Studies, 1(2), 44-50. https://doi.org/10.35877/454RI.qems77
- Arifin, S., Putra, A. R., Anjanarko, T.S., Jahroni, J., Ernawati, E., Masithoh, N., Ryadin, F. and Anwar, M. S. (2021). Refrigerator purchase decisions are reviewed from the Price Level, Product Quality and Promotion. Journal of Marketing and Business Research, 1(2), 107-114.
- Ashraf, M. G., Rizwan, M., Iqbal, A. and Khan, M. A. (2014). The Impact of Promotional Tools and Situational Factors on Consumer Buying Behaviour and Sales Promotion. Journal of Public Administration and Governance, 4 (2), 179-201. https://doi.org/10.5296/jpag.v4i2.5844
- Avakumović, Č., Avakumović, J. and Avakumović, J. (2011). Improving sales as part of mass communication techniques in marketing. Ekonomika, 57(2), 112-117.
- Belch, G. E. and Belch, M. A. (2014). Advertising and Promotion: An Integrated Marketing Communications Perspective (10th Edition). New York: McGraw-Hill Education.
- Bhandari, P. (2014). A study on impact of sales promotional activities on customer buying behaviour with special reference to rathi Build Mart, Raipur. International Journal Of Science And Research, 3(5), 300-303.
- Chandon, P., Wansink, B. and Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65-81. https://doi.org/10.1509/jmkg.64.4.65.18071
- Cohen, J. (1988). Statistical Power Analysis for the Behavioural Sciences (2nd Edition). New York: Lawrence Earlbaum Associates.
- DeVellis, R.F. (2003). Scale Development: Theory and Applications (2nd Edition). Thousand Oaks, CA: Sage.
- Dick, A. S. and Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99–113. https://doi.org/10.1177/0092070394222001
- Du Plessis, F., Bothma, N., Jordaan, Y. and Van Heerden, N. (2010). Integrated Marketing Communication (2nd Edition). Claremont, South Africa: New Africa Books.
- Đukić, S., Mladenović- Sokolov, S. and Stanković, J. (2023). The Influence of Loyalty Programmes on Consumers' Loyal Behaviour. Marketing, 54(3), 157-168. https://doi.org/10.5937/mkng2303157D
- Esfahani, A. and Jafarzadeh, M. (2012). Studying Impacts of Sales Promotion on Consumer's Psychographic Variables (Case study: Iranian Chain Stores at City of Kerman). Interdisciplinary Journal of Contemporary Research in Business, 3(9), 1278-1288.
- Fan, S.L., Huang, T.Zh., Chu, M.X.Y. and Jiang, Y. (2024). Stick to my guns: The impact of crowding on consumers’ responsiveness to sale promotions. Journal of the Academy of Marketing Science, 52, 914–933. https://doi.org/10.1007/s11747-023-00966-y
- Gedenk, K. and Neslin, S. A. (1999). The role of retail promotion in determining future brand loyalty: Its effects on purchase event feedback. Journal of Retailing, 75(4), 433-459. https://doi.org/10.1016/S0022-4359(99)00018-4
- Gilbert, D. C. and Jackaria, N. (2002). The Efficacy of Sales Promotions in UK Supermarkets: A Consumer View. International Journal of Retail and Distribution Management, 30(6), 315-322. https://doi.org/10.1108/09590550210429522
- Hair, J.F.J., Anderson, R.E., Tatham, R.L. and Black, W. C. (1995). Multivariate Data Analysis (3rd Edition). New York: Macmillan.
- Hakizimana, P. (2018). The Effect of Sales Promotion on Yong Customer's Satisfaction and Purchasing Intent: A Case Study of MTN Customers-Current Students in Adventist University of Central Africa. Baraton Interdisciplinary Research Journal, 8, 1-11.
- Hussain, M., Javed, A., Khan, H.S. and Yasir, M. (2024). Pillars of Customer Retention in the Services Sector: Understanding the Role of Relationship Marketing, Customer Satisfaction, and Customer Loyalty. Journal of the Knowledge Economy (2024). http://dx.doi.org/10.1007/s13132-024-02060-2
- Isse, M. M. (2019). The impact of sales promotion and customer satisfaction in some selected Mogadishu shopping centres. International Journal of Science and Research, 8(1), 1024-1025.
- Jahroni, J. and Putra, A., R. (2022). The role of product quality, price and promotion towards Telkomsel prepaid card purchase decisions. Journal of Science, Technology and Society, 3(1), 7-14.
- Jobber, D. and Fahy, J. (2006). Principles of Marketing. Belgrade: Data status.
- Jovićević, R. and Žugić, J. (2018). Marketing in Modern Banking. Podgorica: University of Mediterranean.
- Khan, M.A., Tanveer, A. and Zubair, S.S. (2019). Impact of sales promotion on consumer buying behaviour: a case of modern trade, Pakistan. Governance and Management Review, 4(1), 38-53.
- Khayru, R. K., Darmawan, D. and Munir, M. (2021). Analysis of product preference of Chitato and Lays Potato Chips. Journal of Management, Accounting, General Finance and International Economic Issues, 1(1), 10-15. https://doi.org/10.55047/marginal.v1i1.7
- Kotler, P. (2000). Marketing Management: Millennium Edition (10th Edition). New Jersey: Prentice Hall International Inc.
- Kotler, P., Vong, V., Sonders, J. and Armstrong, G. (2007). Principles of Marketing. Belgrade: Mate.
- Lie, D., Sudirman, A., Efendi, E. and Butarbutar, M. (2019). Analysis of Mediation Effect Of Consumer Satisfaction On The Effect Of Service Quality, Price and Consumer Trust On Consumer Loyalty. International Journal of Scientific and Technology Research, 8(8), 421-428.
- Luo, Y., Wang, W. and Sakura, W. (2019). Factors affecting service innovation, customer value towards customer satisfaction: A case on the healthcare industry. Revista de Cercetare si Interventie Sociala, 64, 213-222. https://doi.org/10.33788/rcis.64.17
- Marinković, V. (2008). Creating a database of loyal consumers. Economic Horizons, 10(1), 109-127.
- Marinković, V. (2012). Marketing aspects of satisfaction and loyalty: A consumer-oriented approach in contemporary banking. Kragujevac: Faculty of Economics, University of Kragujevac.
- Marinković, V. and Kalinić, Z. (2017). Antecedents of customer satisfaction in mobile commerce: Exploring the moderating effect of customisation. Online Information Review, 41(2), 138-154. https://doi.org/10.1108/OIR-11-2015-0364
- Marinković, V. and Đorđević, A. (2022). Analysis of the Impact of Different Values for Consumers in M-Commerce on Satisfaction and Intention to Continue Using. Marketing, 53(1), 3-11. https://doi.org/10.5937/mkng2201003M
- Matanović, J., Klačar, S. and Popov, B. (2022). The influence of psychological pricing and sales promotion activities on impulse clothing purchases in retail outlets: a consumer behaviour study in Serbia and Bosnia and Herzegovina. Marketing, 53(4), 243-251. https://doi.org/10.5937/mkng2204243M
- Maxham, G.J. (2001). Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of Business Research, 54(1), 11-24. https://doi.org/10.1016/S0148-2963(00)00114-4
- Nagadeepa, C., Selvi, T. J. and Pushpa, A. (2015). Impact of Sales Promotion Techniques on Consumers’ Impulse Buying Behaviour towards Apparels at Bangalore. Asian Journal of Management Sciences & Education, 4(1), 116-124.
- Novak, D. (2011). Promotion as an instrument of the marketing mix. International Symposium Engineering Management and Competitiveness 2011 (pp. 505-510), Zrenjanin, Serbia.
- Obeid, M. Y. (2014). The Effect of Sales Promotion Tools on Behavioural Responses. International Journal of Business and Management Invention, 3(4), 28-31.
- Ofosu-Boateng, I. (2020). Influence of Consumer Sales Promotion on Consumers’ Purchasing Behaviour of the Retailing of Consumer Goods in Tema, Ghana. Journal of Marketing Management, 8(1), 24-36. https://doi.org/10.15640/jmm.v8n1a4
- Oliver, R. L. (1977). Effect of expectation and disconfirmation on post-exposure product evaluations: An alternative interpretation. Journal of Applied Psychology, 62(4), 480-486. https://psycnet.apa.org/doi/10.1037/0021-9010.62.4.480
- Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.1177/002224378001700405
- Omotayo, O. (2011). Sales promotion and consumer loyalty: a study of the Nigerian telecommunication industry. Journal of Competitiveness, 4, 66-77.
- Osman, S., Fah, B. C. Y. and Foon, Y. S. (2011). Simulation of Sales Promotions towards Buying Behavior among University Students. International Journal of Marketing Studies, 3(3), 78-88.
- Park, J.W., Choi, Y.J. and Moon, W.C. (2013). Investigating the effects of sales promotions on customer behavioural intentions at duty-free shops: An Incheon International Airport case study. Journal of Airline and Airport Management, 3(1), 18-30. http://dx.doi.org/10.3926/jairm.18
- Percy, L. (2008). Strategic Integrated Marketing Communication – Theory and practice (1st edition). Amsterdam: Elsevier Inc.
- Phanuel, H. (2018). The effect of sales promotions on young customers’ satisfaction and purchasing intent: a case study of MTN customers – current students in adventist University of Central Africa. Baraton Interdisciplinary Research Journal, 8, 1-11.
- Pickton, D. and Broderick, A. (2001). Integrated Marketing Communications. Corporate Communications: An International Journal, 6(1), 53-54. https://doi.org/10.1108/ccij.2001.6.1.53.2
- Prasasti, S.A. (2018). The Influence of Sales Promotion and Store Atmosphere towards Impulse Buying with Shopping Emotion as Intervening Variable. Journal of Research in Management, 1(2), 23–33.
- Ristić, J. (2005). Measuring customer satisfaction. National Conference on Quality, Quality Festival (pp. 179-187), Kragujevac, Serbia.
- Saeed, R., Nisar, F., Lodhi, R.B., Ahmad, M. and Arshad, H.M. (2013). Impact of sales promotion on the consumer loyalty in the telecommunication industry in Pakistan. Journal of Basic and Applied Scientific Research, 3(5), 901-907.
- Senić, R. and Senić, V. (2008). Management and Marketing of Services. Kragujevac: Prizma.
- Shamount, M.D. (2016). The Impact of Promotional Tools on Consumers Buying Behavior in Retail Market. International Journal of Business and Social Science, 7(1), 75-85.
- Shi, Y. Z., Cheung, K. M. and Prendergast, G. (2005). Behavioural Response to Sales Promotion Tools – A Hong Kong Study. International Journal of Advertising, 24(4), 469-489. https://doi.org/10.1080/02650487.200 5.11072939
- Sweeny, J. C. and Soutar, G. N. (2001). Consumers perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
- Triyadi, P.T. (2020). Effect of Promotion and Service Quality on Customer Satisfaction at PT. Surya Karya Prima in Jakarta. Jurnal Administrare: Jurnal Pemikiran Ilmiah dan Pendidikan Administrasi Perkantoran, 7(1), 65-72. http://dx.doi.org/10.26858/ja.v7i1.13584
- Tsele, O. A., Prinsloo, J. J., Van Schalkwyk, H.J. and Pelser, T.G. (2021). Loyalty cards and its benefits to customers on fast-moving consumer goods (FMCG) stores in Mahikeng. In Proceedings of Social Sciences International Reseasrch Conference (pp. 26-28), Faculty of Economic and Management Sciences, North-West University, South Africa.
- Tufa, F.B. and Melese, M.W. (2021). The effect of sales promotion on brand awareness and brand loyalty: assessment of walia beer brand management practices. International Journal of Marketing and Business Communication, 10(1), 35-47.
- Turgut, Y. and Bozdag, C.E. (2024). A twosided sales promotions modelling based on agent-based simulation. Journal of Economic Interaction and Coordination, 19, 85–119. https://doi.org/10.1007/s11403-024-00404-4
- Tian, X., Tang, J. and Zhou, Y. (2024). Impact of promotion design on retail operating performance: Evidence from Chinese Chain retailers, Electronic Commerce Research (2024). https://doi.org/10.1007/s10660-024-09805-w
- Utami, W. Ch. (2010). Retail Management: Strategy and Operational Implementation of Modern Retail Business in Indonesia. Jakarta: Salemba Empat.
- Veljković, S. and Marinković, V. (2010). Models for measuring consumer satisfaction at the national level. Economic Themes, 48(3), 383-402.
- Vidović, A. (2013). Improving sales in a retail outlet. Socioeconomica, 2(4), 343-348.
- Widayati, C. H., Ali, H., Permana, D. and Riyadi, M. (2019). The Effect of Visual Merchandising, Sales Promotion and Positive Emotion of Consumers on Impulse Buying. Journal of Marketing and Consumer Research, 60(1), 56-65.
- Yemisi, O. and Femi, A. (2018). Sales promotion dimensions and consumer loyalty: an empirical investigation of Nigerian manufacturing companies in Oyo State. International Journal of Business & Law Research, 6(3), 24-33.
