The impact of Promotional Campaign on the consumer

behavior

“Lactel Products”

By; Rana Helmy

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1. Introduction.

2. Literature review.

3. Research Problem.

4. Research question.

5. Research hypotheses.

6. Research design.

7. Method of data collection.

8. Data analysis

9. Conclusion.

10. References.

Content

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1- Introduction

How to

ATTRACT???

According to "Strong Model" which is one of the most significant models depicts the effect of the promotional campaign on the consumer's decision to purchase the product is; there are four stages to convince the consumer with the promoted product, and these stages are ; Attention, interest, desire, and action or (AIDA).

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1.1 AIDA Model

There is a relationship between the promotional

campaign and the consumer behavior .

Thus it’s a crucial mission to predict the consumer choices and satisfy their needs.

Guess ! Who are the champions to tackle this task?

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1.2 The relationship

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We are the champions

!

In the present investigation, consumer behavior is influenced by the promotional campaigns, precisely in the food products as "Lactel product" as an instance.

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2-1 Promotional campaign:

is media or non- media marketing

pressure applied for a pre- determined, limited period at the level of consumer, retailer or

wholesalers in order to stimulate trials, increase consumer demand

or improve product availability (Kotler, 2003).

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2-Literature review “Some definitions”

Sales promotion according to Kotler (2003) has three distinctive characteristics which could be contributing factors to the methods popularity in recent years. According to him, these factors are Communication, Incentives, and Invitation.

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Figure.1: communication Process

Communication in promotional campaign is including; Advertising – sales promotion – publicity – personal selling –

public relations. 10

Figure.2: Communication process in promotion

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2-2 Consumer behavior:

Consumer behavior refers to the behavior of consumers in deciding to buy or not to buy or use or not to use or dispose of or not to dispose of the products which satisfy their needs.

Figure.3: Simple model of consumer behavior.

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2-3 Consumer buying decision process:

Consumers to purchase some goods don’t need to pass during all

stages of the buying decision. However, some purchases are so important that the consumer is forced to do all these steps carefully and meticulously. ( GilaniNia , 2010)

1) Identify the problem: The first stage of the decision-making process is

that people can feel the difference between current and desired situation

2) Data collection: For solving this problem collect information. This information can be internal (experiences) and external (family, exhibits, etc.)

3) Assessment Options: After gathering information, the consumer is ready to make a decision.

4) Purchase: This stage is the stage that all marketing activities are the result.

5) After purchase behavior: Consumer compare purchased products with ideas, products, competitors, perceptions and expectations of the product and two satisfaction and dissatisfaction, which may appear different reasons.

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Figure.4: General Model of consumer behavior.

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In the past, sellers, due to lack of competition and lower a variety of products directly sell the product. But today, by increasing companies, increasing competition and increasing revenues from other people, other sellers will not be able to communicate directly with sellers. Marketers and sellers are forced to study consumer behavior research.

Now, marketers want to know what is going on in the black box. Black Box itself is composed of two parts. First part personal characteristics of buyer on how to understand and respond to stimuli affect and the second part is the buyer's decision-making process that effects on his behavior.

Figure 5: Model of consumer behavior

The four elements of the marketing mix are; Product – price – promotion – place, therefore promotional campaign is one of the most significant elements which is inform and notify the consumer about the desired product , also it's considered as a linking point between the producer and the consumer.

Although promotional campaign is a crucial component, but unfortunate

we are facing a miss-planning and random implementation for the promotional campaign, beside that most of them are not based on the right scientific method.

For instance; the main concern for the most of the producers is to focus on

the number of sales and ignoring the market research and planning as surveys or customer feedback to benefit the customer and satisfy their needs.

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3- Research Problem

This research seeks to find

an answer to the question;

"How do Promotional campaigns

(of lactel product as an

instance) impact on the consumer behavior?"

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4- Research question

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5-Research hypotheses

5.1 Hypotheses related with the company (lactel).

- 5.1.1Lactel is a French company, consequently the lack of knowledge about the

Egyptian consumer and his motives.

- 5.1.2 Preferring the low budget promotional campaigns.

- 5.1.3 Not setting the major goals from the promotional.

- 5.1.4 Lack of importance of the market researches.

5.2 Hypotheses related with the advertising agency.

- 5.2.1 The duration of the advertising is too short

- 5.2.2 Lack of applying creative ideas on the advertising (that catch your eyes).

5.3 Hypotheses related with the consumer.

- 5.3.1 Consumers do not watch television.

- 5.3.2 The daily stress life disable the consumer to open his mind

and eyes to watch or read or even interact with any promotional

campaign.

- 5.3.3 Consumer prefers to stay in the comfort zone of

their known and used products instead of trying a new product.

This work lies on the descriptive research with two variables which are;

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6- Research design

The promotional

campaign

The consumer

behavior

Both primary and secondary data were collected for the study. The researcher administered questionnaires to consumers at (EL Far hyper market).

The respondents then completed the questionnaire within an average of (1:2) minutes.

There was a response rate of 100 %. The aim of collecting the data was to identify the impact of promotional campaign of lactel products on the consumer behavior.

Secondary data was obtained through related literatures of promotional campaign, consumer behavior and consumer buying decision process.

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7- Method of data collection

a sample of 13 consumers

was used. The study mainly assesses the impact of promotional campaign in

consumer buying behavior in the use of lactel product.

The results of data analyzed have been presented in the form of

table and chart below.

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8- Data analysis

إستيان بحثي خاص بمنتجات الكتيل

: اوال ذكر• انثي•

من الممكن اختيار اكتر )اي من منتجات الكتيل تفضل : ثانيا

(من منتج زبادى• زبادى كالوني لآلطفال• الكتيل دويتو• ال اتناول هذه المنتجات•

من فضلك اختر سبب )لماذا تفضل منتجات الكتيل: ثالثا

(واحد فقط الطعم الرائع• سعر مناسب• النها الراعي الرسمي لنادى الزمالك• بسبب اعالن البقرة • بسبب اعالن نانسي عجرم• سببفضال اذكر . اسباب اخري•

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By questioning the sample about the main reason from buying lactel product the result come accordingly;

Sample

Reason

Number

Percentage

The promotional campaign 6 46%

The good taste and the affordable

price 5 38%

Don't use this product 2 16%

Total 13 100%

Table 1: The reasons of buying lactel product

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The promotional

campaign 46%

The good taste and the

affordable price 38%

Don't use this

product 16%

Figure.6 The percentage of each reason

46% buy it as a result of the promotional campaign in the media as half of them buy it as a result of being lactel the sponsor of "Zamalek football

club",

On the other hand 38% prefer the product due to the good taste and the affordable price,

And finally 16% don't use this product.

From an overall perspective, promotional campaigns influence on the consumer buying behavior, not only the decision of buying but also on their motive to buy the product, as it depicted in the investigation once they knew that "lactel" is the sponsor for one of the most popular football clubs, half of the sample decide to buy the product to support their favorite club, henceforth in order to attract and influence the purchase decision of the customer in today's competitive market, promotional campaign should be a prominent feature which is based on the market scientific method to impact directly on the consumer.

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9- Conclusion

MAY 2015, THE USE OF SOCIAL MEDIA AND ITS IMPACTS ON CONSUMER BEHAVIOUR: THE CONTEXT OF HOLIDAY TRAVEL, JOHN N. FOTIS.

.حسام فتحي أبو طعیمة, أثر اإلعالن على سلوك المستھلك,م 2005 العام

Book; Consumer behavior (Buying, Having, Being) by; Michel R.Solomon & Rebekah Russlle Bennett & Josephine previte.

July 2012, THE INFLUENCE OF SALES PROMOTION ON CONSUMER BUYING BEHAVIOUR IN THE TELECOM INDUSTRY; THE CASE OF VODAFONE GHANA, Darko, Eric.

Modeling the Psychology of Consumer and Firm Behavior with Behavioral Economics, Teck H. Ho, Noah Lim, Colin F. Camerer.

Chapter three; FACTORS INFLUENCING CONSUMER BEHAVIOUR: A CONCEPTUAL FRAME WORK.

2004العام . عز الدین علي بوسنینه. أثر اإلعالن التلفزیوني على السلوك الشرائي للمستھلكین اللیبیین,

May 2013 , Consumer behavior and Consumer buying decision process, Shahrzad Jeddi1, Zeinab Atefi, Milad Jalali, Arman Poureisa, & Hossein Haghi, International Journal of Business and Behavioral Sciences .

Chapter five: Consumer Markets and Consumer Buyer Behavior.

May 1998, CARL F. MELA, KAMEL JEDIDI, and DOUGLAS BOWMAN, the long – term impact of of promotions on consumer stockpiling behavior.

Jan. 2012, Studying Impacts of Sales Promotion on Consumer’s Psychographic Variables, Ali Nasr Esfahani, INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS.

2009, THE IMPACT OF PROMOTIONAL ACTIVITIES ON CUSTOMER PURCHASING BEHAVIOR AT TESCO LOTUS, Zhanting Yang,.

Business Economics and Management 2015 Conference Impact of Brand on Consumer Behavior, Henrieta Hrablik Chovanováa, Aleksander Ivanovich Korshunovb, Dagmar Babčanovác.

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Chapter five; understanding consumer behavior,

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References

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Thank you