Impulse Purchases What Form of Sales Promotion

Impulse Purchases

What form of sales promotion might induce impulse purchasing?

There are several ways in which sales promotions might influence impulse purchasing: placement of the product in a place where the consumer is standing or waiting (the checkout line, for example); next to beverage machines or reading areas (location), or offers that are so enticing the individual cannot believe the price (e.g. only a dollar, 2 months free, etc.).

Determine what forms of sales promotion are more effective at persuading consumers to switch brands.

Sometimes, in the contemporary world, brand loyalty is considered a thing of the past. Depending on what the item is, or its use, many consumers see that brands are mostly identical. For instance, Excedrin is a top brand and sells at a top price; right next to it might be the generic store brand, typically at half the price. The price then drives the brand switch once ingredients are compared. Package size, color, or appeal are also ways of persuading a brand switch.

Determine the difference consumer sales promotion tools and give an example of how each kind has influenced you to purchase or purchase more?

There are a number of sales promotion tools designed to focus on the consumer. From my perspective, the following have influenced me:

Free Samples -- Sampling allows trial and if hooked, a reason to switch brands or seek out new product.

Coupons -- Coupons can be powerful tools to try a product, but they must be worthwhile to cut, save, or use. AA Buy one, get one 1/2 off or free at the neighborhood restaurant is an example in which real value can be had.

Ancillary Products -- Adding certain products inside or with a purchase is a powerful tool -- for instance, food or chemicals when purchasing an aquarium; fertilizer when purchasing a garden product.

Guarantees -- If the quality of an item is doubted, but there is a free, money-back guarantee, particularly with the company's shipping label and postage paid, consumers feel more confident in purchasing.

Compare and contrast how trade sales promotion differs and is the same from consumer sales promotion.

Consumer promotions pull a product through the marketing channel by creating extra demand, trade promotions push it through. Some of the same techniques may be used (premiums, POP displays, etc.), but there are more unique promotions for trade (trade allowances, push money, training opportunities, free merchandise) that incent the trade to bring in and aggressively market products. Consumer promotions are focused to specific consumer markets and wish to build brand identity and/or loyalty -- a reason for the consumer to purchase.