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The Efficiency of Monetary and Non-Monetary Sales Promotions on Brand Preference; a Case of Albanian GSM Companies

Year 2014, Volume: 43 Issue: 2, 319 - 331, 14.11.2014

Yüksel Köksal , Oelda Spahiu

Abstract

Sales promotions have been growth since 1960 and today it has become one of the main marketing tools in the promotion mix. The companies heavily apply monetary sales promotions as well as distribute non-monetary advertising items such as umbrellas, pens, calendars, etc. in order to pull customers and stimulate them toward their products or services. In Albania, particularly GSM companies rely on both types of sales promotions. The purpose of this study is to reveal which type of sales promotion is mostly effective on brand preference. In this regard, efficiency of monetary and non-monetary sales promotions has been measured through (SEM) structural equation modeling method. Findings indicate that the efficiency of monetary sales promotions is significantly higher than non-monetary ones, even though non-monetary sales promotions appeal to customers.

Keywords

Sales Promotions Monetary and Non-Monetary Promotions Promotional Products

References

  • J.S. Raju, V. Srinivasan, R. Lal, The Effects of Brand Loyalty on Competitive Price Promotional Strategies. Management Science, 36, 3, 276-304 (1990).
  • D. DelVecchio, D.H. Henard, T.H. Freling, The Effect of Sales Promotion on Post

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Year 2014, Volume: 43 Issue: 2, 319 - 331, 14.11.2014

Yüksel Köksal , Oelda Spahiu

Abstract

Satış promosyonları 1960’lı yıllardan beri gelişmekte olan ve günümüzün tutundurma karması içerisindeki temel pazarlama araçlarından birisidir. İşletmeler, parasal satış tutundurma faaliyetlerinin yanında, müşterileri kendi ürün ve hizmetlerine yönlendirmek amacıyla şemsiye, kalem, takvim vb. reklam malzemeleri dağıtarak parasal olmayan tutundurma faaliyetlerini de yoğun şekilde kullanmaktadırlar. Arnavutluk’ta özellikle GSM şirketleri her iki satış promosyonunu da kullanmaktadır. Bu çalışmanın amacı hangi tür satış promosyonunun marka tercihinde daha etkili olduğunun ortaya çıkartılmasıdır. Bu bağlamda parasal ve parasal olmayan satış promosyonlarının etkisi yapısal eşitlik modellemesi (YEM) yöntemiyle ölçülmüştür. Bulgular parasal olmayan satış promosyonları müşterilere çekici gelse bile, parasal değerli satış promosyonlarının, parasal olmayan satış promosyonlarından daha etkili olduğunu göstermektedir

Keywords

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References

  • J.S. Raju, V. Srinivasan, R. Lal, The Effects of Brand Loyalty on Competitive Price Promotional Strategies. Management Science, 36, 3, 276-304 (1990).
  • D. DelVecchio, D.H. Henard, T.H. Freling, The Effect of Sales Promotion on Post
There are 2 citations in total.

Details

Primary Language English
Journal Section Marketing and Marketing Research
Authors

Yüksel Köksal

Oelda Spahiu This is me

Publication Date November 14, 2014
Published in Issue Year 2014 Volume: 43 Issue: 2

Cite

APA Köksal, Y., & Spahiu, O. (2014). The Efficiency of Monetary and Non-Monetary Sales Promotions on Brand Preference; a Case of Albanian GSM Companies. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 43(2), 319-331.
AMA Köksal Y, Spahiu O. The Efficiency of Monetary and Non-Monetary Sales Promotions on Brand Preference; a Case of Albanian GSM Companies. İstanbul Üniversitesi İşletme Fakültesi Dergisi. November 2014;43(2):319-331.
Chicago Köksal, Yüksel, and Oelda Spahiu. “The Efficiency of Monetary and Non-Monetary Sales Promotions on Brand Preference; A Case of Albanian GSM Companies”. İstanbul Üniversitesi İşletme Fakültesi Dergisi 43, no. 2 (November 2014): 319-31.
EndNote Köksal Y, Spahiu O (November 1, 2014) The Efficiency of Monetary and Non-Monetary Sales Promotions on Brand Preference; a Case of Albanian GSM Companies. İstanbul Üniversitesi İşletme Fakültesi Dergisi 43 2 319–331.
IEEE Y. Köksal and O. Spahiu, “The Efficiency of Monetary and Non-Monetary Sales Promotions on Brand Preference; a Case of Albanian GSM Companies”, İstanbul Üniversitesi İşletme Fakültesi Dergisi, vol. 43, no. 2, pp. 319–331, 2014.
ISNAD Köksal, Yüksel - Spahiu, Oelda. “The Efficiency of Monetary and Non-Monetary Sales Promotions on Brand Preference; A Case of Albanian GSM Companies”. İstanbul Üniversitesi İşletme Fakültesi Dergisi 43/2 (November 2014), 319-331.
JAMA Köksal Y, Spahiu O. The Efficiency of Monetary and Non-Monetary Sales Promotions on Brand Preference; a Case of Albanian GSM Companies. İstanbul Üniversitesi İşletme Fakültesi Dergisi. 2014;43:319–331.
MLA Köksal, Yüksel and Oelda Spahiu. “The Efficiency of Monetary and Non-Monetary Sales Promotions on Brand Preference; A Case of Albanian GSM Companies”. İstanbul Üniversitesi İşletme Fakültesi Dergisi, vol. 43, no. 2, 2014, pp. 319-31.
Vancouver Köksal Y, Spahiu O. The Efficiency of Monetary and Non-Monetary Sales Promotions on Brand Preference; a Case of Albanian GSM Companies. İstanbul Üniversitesi İşletme Fakültesi Dergisi. 2014;43(2):319-31.