- Title
- The Impact of in-store promotions on consumer buying behaviour
- Creator
- Van Niekerk, Ruan
- Subject
- Consumer behavior
- Subject
- Sales promotion
- Date Issued
- 2021-12
- Date
- 2021-12
- Type
- Master's theses
- Type
- text
- Identifier
- http://hdl.handle.net/10948/54377
- Identifier
- vital:46486
- Description
- The purpose of this treatise is to identify the impact of in-store promotions on consumer buying behavior. Through utilizing real-world data, the study used a qualitative analysis by gathering input from people who are activity involved with in-store promotions. In-store promotions have been suspected to directly impact consumer buying behavior; however, there is no real proof of this. Furthermore, the theory suggests that in-store promotions should impact consumer buying behavior, but there could be a difference between what theory states against what is actually happening. Therefore, this study will be taking opinions and views from those working with in-store promotions and put it to the test against the theory. The aim is to determine whether in-store promotions is a viable source of marketing and if it can ultimately affect the consumers buying behavior. The treatise will also help the reader to understand the theory behind consumer behavior and what it entails. Interviews were conducted with store managers across South Africa to get more accurate data. By interviewing store managers from various regions, geographical skewness of data was prevented from occurring. This study further assists marketing professionals to have a more accurate understanding of what to expect when conducting in-store promotions. Marketing professionals will also be able to better predict the outcome such activities on the final purchasing decision of consumers.
- Description
- Thesis (MAB) -- Faculty of Business and Economic Sciences, 2021
- Format
- computer
- Format
- online resource
- Format
- Format
- 1 online resource (64 pages)
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- rights holder
- Rights
- All Rights Reserved
- Rights
- Open Access
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | van Niekerk, R.pdf | 703 KB | Adobe Acrobat PDF | View Details Download |