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Register a new userThe Role Of Sales Promotion Techniques To Attract Customers And Make a Purchase Decision: A Field Study On a Sample Of Customers In Orange Mall In Latakia
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Tishreen University مقالة
Publication date
2017
fields
Economy
and research's language is
العربية
Created by
امانة التحرير مجلة جامعة تشرين
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The research aims to examine the role of sales promotion techniques (free samples, coupons, discounts, competitions) in the purchase decision in Orange Mall in Latakia. Find adopted a descriptive approach, it was developed a questionnaire to gather preliminary data for the sample items, of (170) customer, where questionnaires were distributed to them and recovered the researcher (153) to identify and complete response rate (90%). The results showed that sales promotion methods (free samples, coupons, discounts, competitions) have a positive impact on the purchase decision in Orange Mall in the city of Latakia, where explain the combined sales promotion methods accounted for 48.8% of the purchase decision. The results also show that the discounts are the most influential in making a purchase method and explains what rate (62.7%), followed by free samples and interpret (46.6%), followed by contests and explain (35.8%), followed by coupons and explain (30.6%), from ongoing changes in making a purchase decision.
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Research summary
تهدف الدراسة إلى تحليل تأثير أساليب تنشيط المبيعات (العينات المجانية، الكوبونات، الخصومات، المسابقات) على قرار الشراء في الأورانج مول بمدينة اللاذقية. اعتمدت الدراسة على منهج وصفي واستبانة وزعت على 170 زبون، استرجع منها 153 استبانة بنسبة استجابة 90%. أظهرت النتائج أن أساليب تنشيط المبيعات مجتمعة تفسر 48.8% من قرار الشراء، حيث كانت الخصومات الأكثر تأثيراً بنسبة 62.7%، تليها العينات المجانية بنسبة 46.6%، ثم المسابقات بنسبة 35.8%، وأخيراً الكوبونات بنسبة 30.6%. توصي الدراسة بضرورة تركيز إدارة المبيعات على أساليب تنشيط المبيعات وتحليل سلوك المستهلك قبل وبعد الحملات الترويجية.
Critical review
تعتبر هذه الدراسة قيمة في مجال تسويق المبيعات، حيث تقدم تحليلاً شاملاً لتأثير أساليب تنشيط المبيعات على قرار الشراء. ومع ذلك، يمكن تحسين الدراسة من خلال توسيع نطاق العينة لتشمل مناطق أخرى غير اللاذقية، مما يزيد من تعميم النتائج. كما يمكن أن تكون هناك حاجة لدراسة تأثير عوامل أخرى مثل الجودة والخدمة على قرار الشراء. بالإضافة إلى ذلك، يمكن تعزيز الدراسة بتحليل نوعي للمقابلات مع الزبائن لفهم دوافعهم بشكل أعمق.
Questions related to the research
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ما هي أساليب تنشيط المبيعات التي تمت دراستها في البحث؟
تمت دراسة أربعة أساليب لتنشيط المبيعات وهي العينات المجانية، الكوبونات، الخصومات، والمسابقات.
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ما هو الأسلوب الأكثر تأثيراً في اتخاذ قرار الشراء وفقاً للبحث؟
الخصومات هي الأسلوب الأكثر تأثيراً في اتخاذ قرار الشراء، حيث تفسر 62.7% من التغيرات في قرار الشراء.
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ما نسبة تأثير العينات المجانية على قرار الشراء؟
العينات المجانية تفسر 46.6% من التغيرات في اتخاذ قرار الشراء.
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ما هي التوصيات التي قدمتها الدراسة لإدارة المبيعات في الأورانج مول؟
توصي الدراسة بضرورة تركيز إدارة المبيعات على أساليب تنشيط المبيعات، وتحليل سلوك المستهلك قبل وبعد الحملات الترويجية، وتطوير أساليب تنشيط المبيعات خاصة الكوبونات والمسابقات.
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