Sales promotion tools, customer emotions and consumer buying responses in Ghana

Edward Martey, Kingsford Adenutsi, George Dominic Kofi Mante, G. Siaw, Asabia Ruth Addo
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Abstract

Sales promotion is used by various organizations to encourage buying response among their customers. Although it is an effective tool in marketing, few studies have been conducted on sales promotion on buying response using customer emotions as a mediating factor. To fill these gap, the study pursued the formation of a model that explains how sales promotion links to customers' emotions and buying responses in Ghana. The model was validated by conducting a survey with a convenience sampling technique on 664 customers. The data collected were processed using a structural equation modeling approach. The result shows that a bonus pack, coupons, sample, price discount, and rebate have a relation with customer buying response. All the tools have an indirect relationship with the customer buying response except for the bonus pack. Besides, there is a relationship between sales promotion tools and customer emotion, and customer emotions have a strong relationship with customer buying response. The study suggested that managers must create new value for their product to build an emotional connection with the product.
加纳销售促进工具、顾客情绪和消费者购买反应
促销是各种组织用来鼓励顾客购买的方法。虽然它是一种有效的营销工具,但很少有研究利用顾客情绪作为中介因素对购买反应进行促销。为了填补这些空白,该研究寻求形成一个模型来解释促销如何与加纳的顾客情绪和购买反应联系起来。通过对664名客户进行抽样调查,验证了模型的有效性。收集的数据使用结构方程建模方法进行处理。结果表明,礼品包、优惠券、样品、价格折扣和返利与顾客购买反应有一定的关系。除了奖励包外,所有工具都与客户购买反应有间接关系。此外,促销工具与顾客情绪之间存在关系,顾客情绪与顾客购买反应之间存在较强的关系。该研究表明,管理者必须为他们的产品创造新的价值,以建立与产品的情感联系。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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