Sales Promotion And Brand Equity Perception
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Sales Promotion And Brand Equity Perception
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Author : Dr. Mrityunjay Kumar
language : en
Publisher: Ashok Yakkaldevi
Release Date : 2020-03-19
Sales Promotion And Brand Equity Perception written by Dr. Mrityunjay Kumar and has been published by Ashok Yakkaldevi this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-03-19 with Art categories.
FMCG Market:- Fast Moving Consumer Goods (FMCG) called as Consumer Packaged Goods (CPG).FMCG products are those products which normally purchased by the consumers at a regular interval. Activities of FMCG industry are Production, Distribution, Marketing, Selling, Financing, Purchasing, etc. FMCG industry also actively engaged in Operations, Supply chain, and in General Management. [Source: cii.in] FMCG industry is the fourth largest sector with total market size of US$20.1 billion. Indian FMCG Sector is estimated to grow 60 percent by 2011. FMCG industry provides a wide range of consumable products. In India the competition among FMCG companies is gradually increasing and thus investment in FMCG sector is also increasing. [Source: cii.in] FMCG products include packaged food, dairy products, detergents, coffee, tea, soaps, tobacco, cigarettes, glassware, paper products, pharmaceuticals, consumer electronics, plastic goods, printing and stationery, household products, photography, soft drinks, dry cells, greeting cards, gifts, watches, etc. The low operational cost, strong distribution networks, new technologies and growth in competitive FMCG companies etc. are a few things which holds potential in FMCG industry. Population growth is also a factor which is responsible of success of this industry.
The Myth About Sales Promotion
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Author : Faiza Arif Hussain
language : en
Publisher:
Release Date : 2010
The Myth About Sales Promotion written by Faiza Arif Hussain and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with categories.
The thesis deals with the myth about sales promotion causing a brand's equity to decrease. In the past years, marketers have focused more and more on using sales promotion at the cost of advertisement. The thesis has analyzed what effects sales promotion has on different brand equity assets. Furthermore, the thesis analyzes how the decision making process of a consumer is affected by sales promotion, and at the end, suggestions on how marketers can use sales promotion to create brand equity will be elaborated on. The findings of the thesis show that there is some truth to the myth about sales promotion decreasing brand equity. The two brand assets that are negatively affected by sales promotion are price, quality and in some cases brand meaning. The thesis found out that by using sales promotion, the internal reference price of a brand can be lowered, and furthermore, the perceived quality can also be lowered. However, the thesis found out that sales promotion has a positive effect on brand equity assets such as: Awareness, brand meaning, brand evaluation and brand relationship. Sales promotion's effect on a consumer's buying decision making process can be divided into two categories. Consumers who make buying decision based on either the central route or the peripheral route, according to the ELM. The thesis found out that consumers who took the peripheral were more receptive to use sales promotion as the only factor to by the product. The thesis' suggestions for marketers are to be aware of the fact that when they introduced a new or unknown brand, sales promotion could have strong negative effect on consumers' internal price reference and perceived quality. However, marketers could use sales promotion to build brand equity by increasing awareness, brand meaning and evaluation of the brand, and also increase brand switching.
Transcript Proceedings
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Author : ARF Advertising and Sales Promotion Workshop
language : en
Publisher:
Release Date : 1990
Transcript Proceedings written by ARF Advertising and Sales Promotion Workshop and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1990 with Advertising categories.
Advertising And Sales Promotion
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Author : S H H Kazmi
language : en
Publisher: Excel Books India
Release Date : 2008-04-30
Advertising And Sales Promotion written by S H H Kazmi and has been published by Excel Books India this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-04-30 with Business & Economics categories.
Advertising is a brilliant form of art that has become an indispensable part of our lives. As the business scene has transformed for the better in our country, much is happening on the advertising front. To tap the progress of Indian Advertising in this changed scenario, a third edition of the book "Advertising and Sales Promotion" has been prepared for the students. In this new edition, all the chapters have been revised and some moderately updated with more relevant text, figures, boxes, exhibits and references.Following are the highlights of this edition: Matter on Segmentation now includes current framework of Values and Lifestyle and Positioning topic has been re-written; text on Brand Personality and Image has been updated; New Appendices have been added at the end of Part -I and Part - IV, respectively; some new Boxes with insightful contents have been added; and some of the old exhibits have been replaced with the new ones.The book essentially deals with the dynamic concept of Sales Promotion and its effect on the consumer. Particularly meant for the students of management, specialising in marketing; the book provides a thoroughly educative and interesting reading.
Sales Promotion
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Author : Robert C. Blattberg
language : en
Publisher:
Release Date : 1990
Sales Promotion written by Robert C. Blattberg and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1990 with Business & Economics categories.
Brands And Brand Management
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Author : Barbara Loken
language : en
Publisher: Psychology Press
Release Date : 2023-04-28
Brands And Brand Management written by Barbara Loken and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-04-28 with Business & Economics categories.
Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.
Longitudinal Models In Marketing
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Author : Vasudevan Sundararajan
language : en
Publisher: Blue Rose Publishers
Release Date : 2023-07-13
Longitudinal Models In Marketing written by Vasudevan Sundararajan and has been published by Blue Rose Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-07-13 with Education categories.
Longitudinal models play a very important role in marketing model building, and there are some occasions when market research is conducted every day of the year. These longitudinal models can be useful to marketing managers to make many informed and important decisions for optimal allocation of resources to marketing mix variables. In particular, we cover three major applications of these principles adhering to Advertising tracking monitors, Brand Equity monitors, and sales promotion monitors. We introduce the reader to the basic principles and theory of econometrics in model building for analyzing sales and market share variables about marketing spending. Different functional forms are discussed in the book. And the readers are encouraged to use these functional forms to model the three monitors mentioned above. This book is targeted towards second-year MBA students and marketing/brand managers in companies to derive insights about the markets and competitors. This is followed up with different tools for forecasting companies' sales and market share. This book is useful for managers in durables and fast-moving consumer goods industries. This book addresses the need for when and where to make insights about marketing mix variables through econometric models. The author has 32 years of industry experience and is an expert in marketing models. The author has a Ph.D. in marketing from Purdue University. The book elucidates these theories without using complicated mathematical equations in simple-to-understand verbal models of complicated equations.
Ideas In Marketing Finding The New And Polishing The Old
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Author : Krzysztof Kubacki
language : en
Publisher: Springer
Release Date : 2014-10-25
Ideas In Marketing Finding The New And Polishing The Old written by Krzysztof Kubacki and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-25 with Business & Economics categories.
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2013 Academy of Marketing Science (AMS) Annual Conference held in Monterey, California, entitled Ideas in Marketing: Finding the New and Polishing the Old.
Business To Business Brand Management
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Author : Mark S. Glynn
language : en
Publisher: Emerald Group Publishing
Release Date : 2009-06-19
Business To Business Brand Management written by Mark S. Glynn and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-06-19 with Business & Economics categories.
Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service brands. This book features chapters that address aspects of the marketing mix for business-to-business and industrial marketers. It includes papers that provide brand management insights for managers.
Self Congruity
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Author : M. Joseph Sirgy
language : en
Publisher: Praeger
Release Date : 1986-08-05
Self Congruity written by M. Joseph Sirgy and has been published by Praeger this book supported file pdf, txt, epub, kindle and other format this book has been release on 1986-08-05 with Computers categories.
Self-Congruity provides a comprehensive understanding of the self-concept, integrating the many references to it in the psychological literature. Using his previous findings, the author considers cognitive-versus-affective phenomena, and intrapersonal, interpersonal, situational, and analytic modes. He then applies his integrated theory to the problem of change in self-concept and behavior.