VGU RESEARCH REPOSITORY
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https://epub.vgu.edu.vn/handle/dlibvgu/673| Title: | Effects of sales promotions on consumer brand choice - a quantitative study on purchasing behavior of consumers in Ho Chi Minh City, Vietnam | Authors: | Nguyen Duc Bao Ngoc | Keywords: | Sale promotion;Consumer brand choice;Purchasing behavior | Issue Date: | 2018 | Publisher: | Vietnamese-German University | Abstract: | Sales promotions has been used as the most common and powerful below-the-line activity in the marketing mix. This study investigates how different types of promotions (price and non-price) impact on the level of loyalty to specific brands, and consider the relationship of product involvement with consumer brand choice. A comprehensive literature review which covered the value of the brand in marketing strategy; general knowledge about sales promotions, and a solid theoretical framework was established to explain the research findings. Sub-problems are addressed in the research: 1. Will the impact of perceived hedonic benefits on brand loyalty varies according to different levels of involvement product categories? 2. Will the preference for price or non-price promotions enhance or erode brand loyalty for low and high involvement product categories? Four hypotheses were tested: H1a: For high involvement product category, perceived hedonic benefits of non-price promotions have greater influence than perceived hedonic benefits of price promotions on consumer brand choice. H1b: For low involvement product category, perceived hedonic benefits of non-price promotions have smaller influence than perceived hedonic benefits of price promotions on consumer brand choice. H2a: For high involvement product category, preference for non-price promotions has greater influence than preference for price-promotions on consumer brand choice. H2b: For low involvement product category, preference for non-price promotions has smaller influence than preference for price-promotions on consumer brand choice. An online survey including 35 questions were sent to 215 respondents in Hochiminh City. Washing powder (low involvement) and perfume (high involvement) were two chosen product categories for the research. Multiple regression model was employed to investigate the relationship between controlled variables, explanatory variables and dependent variable - brand loyalty. The findings supported hypotheses H1a and H2a, while rejected H1b and H2b and provided valuable information for current and future studies. |
URI(1): | http://epub.vgu.edu.vn/handle/dlibvgu/673 | Rights: | Attribution-NonCommercial 4.0 International |
| Appears in Collections: | Finance & Accounting (FA) |
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| Effects of sales promotions on consumer brand choice - a quantitative study on purchasing behavior of consumers in Ho Chi Minh City, Vietnam.pdf | 1.33 MB | Adobe PDF |
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