How does the promotion strategy effect the customer purchase Dissertation

How does the promotion strategy effect the customer purchase - Dissertation Example This was a qualitative study based on primary data collection through questionnaire. The objectives of the study have been achieved. The study finds that advertising has a long-term orientation while other elements of the promotion mix, such as sales promotion, publicity and interactive promotions have an immediate impact resulting in consumer purchase. Sales promotion initiatives such as free offers and coupons tend to draw consumers instantly. Online marketing through social media platforms fetch tremendous publicity. These build awareness which, with further constant promotions can give rise to interest and desire to purchase the brand. Thus, promotions first create a brand perception on the minds of the consumers and then gradually turn them into consumers. However, there cannot be a set strategy applicable to all companies or products and services. The study concludes by highlighting the limitations and making recommendations for further research on the subject. Table of Content s Chapter I Introduction 1.1 Background 1 1.2 Purpose of the Study 3 1.3 Research Aims & Objectives 4 1.4 Research Question 4 1.5 Structure of the Study 4 Chapter II Literature Review 2.1 Definition of Promotion Strategy 6 2.2 Importance 7 2.3 Successful Promotion Strategy 8 2.4 Other effect on Customer Purchase 9 2.5 Relationship between promotion strategy and customer purchase 10 2.6 Conclusion 11 Chapter III Methodology 3.1 Research Philosophy 12 3.2 Research Approach 12 3.3 Research Design 13 3.4 Data Collection 15 3.5 Data Analysis 16 3.6 Validity & Reliability 16 3.7 Ethical Considerations 17 Chapter IV Findings and Discussions 4.1 Chapter Overview 19 4.2 Findings 19 4.3 Discussions 27 Chapter V Conclusion and Recommendations 5.1 Conclusion 33 5.2 Limitations 35 5.3 Recommendation for further research on the subject 35 Reference 37 Appendix 40 Charts & Tables Chart 4.1 Do you play League of Legends? 19 Chart 4.2 How often do you play LoL? 20 Chart 4.3 LoL is better than Defens e of The Ancients 21 Chart 4.4 IPL 5 is better than LoL 2012 21 Chart 4.5 Fan of Facebook page of LoL 22 Chart 4.6 Reasons for watching LoL 2012 (season 2) 23 Chart 4.7 Option to buy Riot Points 24 Chart 4.8 Riot Points or Play up the Levels 24 Chart 4.9 Reasons for buying the Riot Points 25 Chart 4.10 Play only with Free Riot Points 25 Chart 4.11 Attraction of New Champion Skins 26 Chart 4.12 Source of LoL Costume 26 Chart 4.13 Use of Costume 27 Chapter I Introduction 1.1 Background An effective marketing strategy is based on identification of the target audience and then identifying means to influence this target segment. Marketers usually build upon existing standard strategies adopted by others. However, standard strategy such as celebrity endorsement is no more sufficient to entice the customer. Consumers today can choose where, when and how they engage with a brand and they prefer to do so online (Launchfire Interactive, 2008). They respect innovative marketing programs that v alue their customers as partners, and that rewards them for their interest and engagement. This consumer demand and consumer consciousness has resulted in the emergence of a new marketing mix element – interactive promotions. Launchfire Interactive cites of a study by Borrell Associates which forecast that expenditure on interactive promo