Impact of sales promotion efforts on customer's choice

LTMūsų dienomis kliento vienokio ar kitokio sprendimo motyvai yra viena iš svarbiausių temų greitai besikeičiančioje verslo aplinkoje. Produkto įvertinimas yra esminis kliento pasirinkimą lemiantis veiksnys. Rinkos globalizacijos sąlygomis, pagrindiniu organizacijos iššūkiu tampa ne vidutinio ar tipinio, bet individualaus kliento supratimas. Tokiu būdu pagrindiniu organizacijos tikslu tampa individualaus kliento unikalių poreikių suvokimas ir materializavimas. Straipsnio tikslas yra nustatyti pardavimo skatinimo pastangų įtaką produkto įvertinimui ir kliento sprendimui pirkti. Pardavėjams nepaprastai svarbu suprasti, kaip klientai reaguoja į jų rinkai pateikiamus produktus. Kiekvieną produktą galima apibūdinti tam tikru bruožų ar komponentų rinkiniu. Rinkdamasis produktą, klientas kreipia dėmesį ne į visus produkto bruožus. Pardavėjas nori žinoti, kokie konkretūs bruožai suteikia produktui patrauklumo. Pardavimų skatinimas dažnai taikomas siekiant pritraukti klientą, nenustatant realios vertės vartotojui. Jungtinė analizė yra technika, kuri padės išmatuoti klientų prioritetus tam tikram požymių rinkiniui atsižvelgiant į pardavimų skatinimą. Tyrimas pateikia kai kurias nuorodas parfumerijos produktų tiekėjams. Tyrimui buvo pasirinktas gerai žinomas kvepalų prekės ženklas. Buvo išskirti penki produkto požymiai: kokybė, natūralumas, kaina, pakuotės dydis ir pardavimų skatinimas. Remiantis tyrimo rezultatais, Lietuvos parfumerijos produktų pirkėjams labiausiai rūpi produkto kokybė ir natūralumas. Taip pat išaiškėjo, kad labai svarbus aspektas yra pardavimų skatinimas. Atliekant tyrimą, respondentai nebuvo struktūrizuojami pagal lytį, pajamas ar gyvenamąją vietą.

ENNowadays, customer's decision-making is one of the most important topics in a rapidly changing business environment. Product valuation is the core determinant of the customer choice. Every product can be described as a particular set of components or attributes. [...] Customer's decision-making is based on conjoint analysis of different attributes of a product rather than analysis of every single attribute separately. [...] The marketers' task is to determine the proper attributes and compose an optimal set of these attributes for the customer. Conjoint analysis helps marketers find out product attributes which are more or less important for a customer. The aim of the conjoint analysis is to predict customer purchasing patterns. The analysis also enables marketers to define customer's wishes and preferences. The outcome of the conjoint analysis encompasses estimation of the input of every single attribute and its levels into a joint product's utility as well as calculation of the relative importance of product attributes, A perfumery product (a well-known fragrance brand) was chosen as the basis for determining the impact of sales promotion efforts on product valuation and customer purchase decision-making. In order to model customer's choice and determine the attributes of the product which are most likely to affect product valuation and customer decision-making, conjoint analysis was be performed. According to the principles of conjoint analysis, the fragrance product was divided into five attributes (one of which is "Sales promotion") which are supposed to create value for a customer.The other attributes chosen were: quality, naturalness, price, and volume/package size. [...] It is extremely important for marketers to understand how consumers react to products they offer to the market. A marketer wants to know what attributes make a product attractive and what price consumers are willing to pay for a product or for a specific feature of a product. Conjoint analysis is a technique, which helps to measure consumer preferences for certain attributes of products or services. [...] According to the research results, Lithuanian perfumery product buyers are mostly concerned about product quality and naturalness. Also, sales promotion was found to be a very important attribute. For further research it would be useful to analyze the importance of given attributes and attributes' levels among different perfumery brands. Also, other product's attributes could be determined. While performing analysis, there was not made any distinction between genders, income or place of residence of the respondents. These could be a subject for further research. The utility gap between products with no promotions and products with sales promotion revealed to be significant. As a result, the influence of the usage of other tools of sales promotion on customer choice needs to be evaluated and requires further research. Conjoint analysis is recommended to be used for further research as a practical and useful research method.