How does the promotion strategy effect the customer purchase Literature review

How does the promotion strategy effect the customer purchase - Literature review Example Mela, Gupta and Lehmann (1997) discussed the long-term impact of promotions on brand performance. Even though, this article takes dependent variable as brand performance instead of customer purchase, it has been chosen because brand performance is, after all, a determinant of customer purchase. Mela, Gupta and Lehmann (1997) investigated the long-term impact of advertising and promotion on customer’s brand choice behavior. Customer’s brand choice behavior depended upon two decisive factors. i. Is there any response of customers on the variables of marketing mix such as product, price, place and promotion? ii. If so, are these changes related to the promotional policies of retailers and manufacturers? The results of the study revealed that in long run, price promotion makes both types of customers; loyal and non-loyal. In addition to that, Mela, Gupta and Lehmann (1997) concluded that advertising has good affect on consumers’ brand choice behavior whereas promotions have bad affect on the brand choice behavior of consumers (Mela, Gupta and Lehmann, 1997). Personalization, also known as customization, is the popular concept of marketing. It has become a necessity for many organizations. Savadkoohi (2012) conducted a study to investigate advantages and disadvantages of customization for companies as well as customers. The paper emphasized upon the personalized online promotions and its impact on consumers’ buying behavior. Savadkoohi (2012) concluded that the successful online personalization strategies can increase the buying behavior of the customers and thereby, can affect the companies’ profitability. Nowadays, online marketing, selling and promotion have become very common. Companies utilize the platform of internet in order to attract more customers. Ye, Haohong and Fei (2010) conducted a study to investigate the impact of sales promotion on C2C online shopping behavior of consumer. In order to examine the relationship between these variables, Ye, Haohong and Fei (2010) used an empirical method. The results of the st udy revealed that online promotion has direct influence on the attitude of customers but the intention of purchase is not significant. However, it might help in building a brand perception in minds of customers. Therefore, online promotion can be effective in increasing the brand awareness (Ye, Haohong and Fei, 2010). Modi and Jhulka (2012) conducted a study in order to measure the impact of promotional schemes on the buying behavior of consumers. Modi and Jhulka (2012) examined five types of promotional schemes, which included Festival Season Offers, Special Gift, Exchange Offer, Product Warranties and Contest Prizes. A questionnaire was constructed in order to perform the research and gather the relevant data. Chi square test was performed to test the null hypotheses. The results of the study revealed that promotional schemes can be proved as effective tool to organizations for selling their products. The authors further stated that promotional schemes can be very useful especiall y in the car purchasing decision of consumers (Modi and Jhulka, 2012). Costa, Epperson, Huang and McKissick (2002) conducted a study to determine the impact of advertising and promotion on the scanned purchases of Vidalia onion. Another aim of the study was to examine the expected return on expenditure of promotion. In order to gather the data of Vidalia onion, scanned copies from the supermarket were collected. Vidalia Onion Marketing Order generates the promotion expenditure. In order to carry out the research, Costa, Epperson, Huang and McKissick (2002) utilized error component model for 10 different markets for the period of 1996 to 2001. Results of the study revealed that advertising and promotion expenditures influenced the demand of Vidalia onion substantially over the research period. Keeping in mind the seasonality of Vidalia onion, more promotional activities can be done in order to increase the

Platos Republic Essay Example | Topics and Well Written Essays - 1000 words

Platos Republic - Essay Example Socrates was outspoken in criticizing the new government and after the Democrats took hold of power, Socrates’ relationship with the oligarchic set up made his enemies to find appropriate reasons to make him face trial. They charged him with corrupting the youth of Athens through immoral ways and in spite of his articulately expressed defense, Socrates was held guilty and condemned to death. In his Apology, Plato has recorded the last days of Socates’ life. Socrates continued to remain staunch and true to his belief system and was unwilling to go back on his past statements. He even refused the offer of exile and willingly ingested the cup of hemlock poison that ended his life. This paper holds that the charges against Socrates did not have strength and that they were primarily a result of the ongoing political strife amongst the varied claimants who wanted to lose no opportunity in claiming positions of authority in the newly established democracy. The defense for Socr ates will be substantiated by repeatedly referring to Plato’s Republic because there is considerable circumstantial evidence in this work to steer him clear of the charges of corrupting Athenian youth (p.36). We know that Socrates was charged of corrupting the youth through a few contemporary Greek sources; Plato, Xenophon and the playwright Aristophanes. The Republic was born in Plato’s mind in his early youth while he was hopeful of becoming a politician. At this time he was much impressed with Socrates and became his pupil informally. Following the Peloponnesian war, Athens was ruled for about eight months by the Thirty Tyrants who were an oligarchic and tyrannical power group that tried to enroll Socrates as well as Plato within their group. Although Plato did not give a clear signal, Socrates openly refused to join them and very soon became reputed for adopting anti-democratic ideas. This proved to be very dangerous for Socrates, especially after the taking over of governance by the fundamental democratic set up that had soon over thrown the Thirty Tyrants. Socrates was tried by the newly formed Athenian democracy for having corrupted the youth, introduced new gods and for ha ving adopted and encouraged atheism. He was convicted to death and subsequently executed, of which Plato was a witness. Plato was extremely disillusioned. The Athenians held that in having corrupted the youth Socrates encouraged the young to accompany him on his chosen path. Such developments made the youth of the day to confront the fundamentalist democracy of the period (p.248). In ascertaining whether Socrates had actually corrupted the youth in Athens, this paper relies on Plato’s Republic, which is a thorough analysis of the circumstances that prevailed during the time. In some ways it can be said that Socrates did teach new divinities and in some ways he did not. Socrates was ready to respect the conventional gods such as Athena and Zeus. In fact, all the available evidence indicates that he believed in polytheism. He was in agreement with Hesiod and Homer that these gods had physical characteristics and would always remain alive. However, his images of the gods were mo re illustrious as compared to the images of the gods that one understands from recitations of Homer and other groups of story tellers and god talkers that were known as muthologoi and theologoi respectively, during the period. Socrates held that the gods were wise,