Yıl 2017, Cilt 4 , Sayı 3, Sayfalar 296 - 302 2017-09-30

USAGE PATTERN OF SALES PROMOTION IN THE KOREAN MARKET

Gae Eun Kwon [1] , Dong Woo Ko [2] , Sang-Uk Jung [3]


Purpose -  An increasing number of retailers and manufacturers are relying on sales promotions to boost sales, extend market share, and clear excess inventory. Previous research on sales promotions primarily focus on the effect of this approach on two main perspectives: firm level, which includes sales, market share, and firm performance; and customer level, which involves perceived quality of product/service, change in reference price, and purchase/repurchase intention. To help subsequent and new research on these issues, this research note focuses on finding patterns of sales promotions conducted in various sectors of industry in the Korean market.

Methodology - A survey on the sales promotion usage pattern of a company was conducted with 74 decision makers in various companies followed by a small group interview.

Findings- Results indicated that price off and bonus pack sales promotions were the main types of sales promotions conducted and considered in most sectors of industry in Korea. Decision makers were also found to have knowledge on the long-term disadvantage of sales promotions. Despite this advantage, two main reasons were pointed out for the continuing conduct of sales promotions: reaction to the sales promotions of competitors and expectation of other members of the organizations.

Conclusion- This research on the usage pattern of sales promotions in Korea can contribute to the choice of the next sales promotion research topic in Korea and in other nations.    

Sales promotion, price off, bonus pack, long-term effect, survey
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Konular Sosyal
Bölüm Articles
Yazarlar

Yazar: Gae Eun Kwon

Yazar: Dong Woo Ko

Yazar: Sang-Uk Jung

Tarihler

Yayımlanma Tarihi : 30 Eylül 2017

Bibtex @araştırma makalesi { rjbm360050, journal = {Research Journal of Business and Management}, issn = {}, eissn = {2148-6689}, address = {}, publisher = {PressAcademia}, year = {2017}, volume = {4}, pages = {296 - 302}, doi = {10.17261/Pressacademia.2017.707}, title = {USAGE PATTERN OF SALES PROMOTION IN THE KOREAN MARKET}, key = {cite}, author = {Kwon, Gae Eun and Ko, Dong Woo and Jung, Sang-Uk} }
APA Kwon, G , Ko, D , Jung, S . (2017). USAGE PATTERN OF SALES PROMOTION IN THE KOREAN MARKET. Research Journal of Business and Management , 4 (3) , 296-302 . DOI: 10.17261/Pressacademia.2017.707
MLA Kwon, G , Ko, D , Jung, S . "USAGE PATTERN OF SALES PROMOTION IN THE KOREAN MARKET". Research Journal of Business and Management 4 (2017 ): 296-302 <https://dergipark.org.tr/tr/pub/rjbm/issue/32378/360050>
Chicago Kwon, G , Ko, D , Jung, S . "USAGE PATTERN OF SALES PROMOTION IN THE KOREAN MARKET". Research Journal of Business and Management 4 (2017 ): 296-302
RIS TY - JOUR T1 - USAGE PATTERN OF SALES PROMOTION IN THE KOREAN MARKET AU - Gae Eun Kwon , Dong Woo Ko , Sang-Uk Jung Y1 - 2017 PY - 2017 N1 - doi: 10.17261/Pressacademia.2017.707 DO - 10.17261/Pressacademia.2017.707 T2 - Research Journal of Business and Management JF - Journal JO - JOR SP - 296 EP - 302 VL - 4 IS - 3 SN - -2148-6689 M3 - doi: 10.17261/Pressacademia.2017.707 UR - https://doi.org/10.17261/Pressacademia.2017.707 Y2 - 2019 ER -
EndNote %0 Research Journal of Business and Management USAGE PATTERN OF SALES PROMOTION IN THE KOREAN MARKET %A Gae Eun Kwon , Dong Woo Ko , Sang-Uk Jung %T USAGE PATTERN OF SALES PROMOTION IN THE KOREAN MARKET %D 2017 %J Research Journal of Business and Management %P -2148-6689 %V 4 %N 3 %R doi: 10.17261/Pressacademia.2017.707 %U 10.17261/Pressacademia.2017.707
ISNAD Kwon, Gae Eun , Ko, Dong Woo , Jung, Sang-Uk . "USAGE PATTERN OF SALES PROMOTION IN THE KOREAN MARKET". Research Journal of Business and Management 4 / 3 (Eylül 2017): 296-302 . https://doi.org/10.17261/Pressacademia.2017.707
AMA Kwon G , Ko D , Jung S . USAGE PATTERN OF SALES PROMOTION IN THE KOREAN MARKET. RJBM. 2017; 4(3): 296-302.
Vancouver Kwon G , Ko D , Jung S . USAGE PATTERN OF SALES PROMOTION IN THE KOREAN MARKET. Research Journal of Business and Management. 2017; 4(3): 302-296.