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Sales promotions påverkan på konsumenters köpbeteende

Rismyhr, Martin LU ; Bodell, Sandra LU and Agorelius, Linnea LU (2020) FEKH29 20201
Department of Business Administration
Abstract
Title: Sales promotions effect on consumer behaviour - a mixed method study examining sales promotions effect on consumer loyalty and its’ contributory to overconsumption
Seminar date: 2020-06-03
Course: FEKH29, Business Administration: Bachelor Degree Project in Marketing Undergraduate Level, 15 credits
Authors: Linnea Agorelius, Sandra Bodell & Martin Rismyhr
Advisor: Jayne Jönsson
Keywords: CRM, sales promotion, customer behaviour, loyalty, overconsumption.
Purpose: The purpose of the study has been to examine what kind of effect promotion has on consumers, and whether the effect is big enough to persuade the consumer to purchase something, simply because of promotion. Another aspect in the study is if promotion can be a... (More)
Title: Sales promotions effect on consumer behaviour - a mixed method study examining sales promotions effect on consumer loyalty and its’ contributory to overconsumption
Seminar date: 2020-06-03
Course: FEKH29, Business Administration: Bachelor Degree Project in Marketing Undergraduate Level, 15 credits
Authors: Linnea Agorelius, Sandra Bodell & Martin Rismyhr
Advisor: Jayne Jönsson
Keywords: CRM, sales promotion, customer behaviour, loyalty, overconsumption.
Purpose: The purpose of the study has been to examine what kind of effect promotion has on consumers, and whether the effect is big enough to persuade the consumer to purchase something, simply because of promotion. Another aspect in the study is if promotion can be a contributing factor to consumer overconsumption. As well as examining whether promotion can affect consumer loyalty.
Methodology: The study has used a mixed research method, a research method where primary data of both quantitative and quality research method has been used. The reasoning being that this form of research method would give the best possible outcome. A survey was put out, where the respondents answered both quantitative and qualitative questions.
Theoretical perspectives: The theoretical perspectives in the study have been used to analyze the empirical material and to help form a deeper understanding of how consumers act due to sales promotion. The theoretical perspectives used in the study have been for example the marketing mix and the buying decision process.
Empirical foundation: The empiricxal material in the study consists of a total of 11 questions, through a survey. Of these, 9 were quantitative, and 2 qualitative. These responses were then analyzed with the used theoretical perspectives.
Conclusions: It is difficult for companies to build loyalty, as it can be concluded that many consumers choose companies with good offers and promotions. Adjusted offers for consumers can increase a company's chance for loyalty. Using thoughtful offers and promotion, the chance for repurchase increases. This will in turn be a contributor factor for increased overconsumption. (Less)
Abstract (Swedish)
Titel: Sales promotions påverkan på konsumenters köpbeteende - en mixed method-studie som undersöker sales promotions påverkan på konsumenters lojalitet och dess bidragande till överkonsumtion
Seminariedatum: 2020-06-03
Ämne/kurs: FEKH29, Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Linnea Agorelius, Sandra Bodell & Martin Rismyhr
Handledare: Jayne Jönsson
Nyckelord: CRM, promotion, köpbeteende, lojalitet, överkonsumtion.
Syfte: Syftet med studien är att undersöka vilken effekt promotion har på konsumenter, och om effekten är tillräckligt stor för att få konsumenter att genomföra ett köp endast på grund av promotion. Ytterligare en aspekt i studien är om promotion kan vara en... (More)
Titel: Sales promotions påverkan på konsumenters köpbeteende - en mixed method-studie som undersöker sales promotions påverkan på konsumenters lojalitet och dess bidragande till överkonsumtion
Seminariedatum: 2020-06-03
Ämne/kurs: FEKH29, Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Linnea Agorelius, Sandra Bodell & Martin Rismyhr
Handledare: Jayne Jönsson
Nyckelord: CRM, promotion, köpbeteende, lojalitet, överkonsumtion.
Syfte: Syftet med studien är att undersöka vilken effekt promotion har på konsumenter, och om effekten är tillräckligt stor för att få konsumenter att genomföra ett köp endast på grund av promotion. Ytterligare en aspekt i studien är om promotion kan vara en bidragande orsak till överkonsumtion hos konsumenter. Det ska även undersökas om promotion kan få en konsument att bli lojal mot ett företag.
Metod: I studien har både kvantitativ och kvalitativ metod använts, en mixed method. En blandning av dessa ansågs medföra bästa möjliga resultat. Det har genomförts en enkätundersökning där respondenterna svarade på både kvantitativa och kvalitativa frågor.
Teoretiska perspektiv: De teorier som används i studien har valts för att kunna analysera det insamlade empiriska materialet och för att kunna skapa en förståelse för hur konsumenter agerar till följd av sales promotion. Teorier som är används i studien är exempelvis marknadsföringsmixen, köpprocessen och promotionens målgrupp.
Empiri: Det empiriska materialet i studien består av totalt 11 frågor i en enkätundersökning. Där 9 frågor var kvantitativa och 2 frågor var kvalitativa. Svaren från enkäten analyserades sedan med hjälp av de teoretiska perspektiven.
Resultat: Det kan vara svårt för företag att bygga lojalitet, på grund av att konsumenter väljer företag med bäst erbjudanden och promotion. Genom att använda sig av anpassade erbjudanden kan möjligheten för lojalitet att öka. Med en genomtänkt och effektiv promotion ökar chansen för återköp, vilket i sin tur kan vara en bidragande faktor till överkonsumtion. (Less)
Please use this url to cite or link to this publication:
author
Rismyhr, Martin LU ; Bodell, Sandra LU and Agorelius, Linnea LU
supervisor
organization
course
FEKH29 20201
year
type
M2 - Bachelor Degree
subject
keywords
CRM, Sales Promotion, Customer Behaviour, Loyalty, Overconsumption.
language
Swedish
id
9023341
date added to LUP
2020-07-08 10:52:50
date last changed
2020-07-08 10:52:50
@misc{9023341,
  abstract     = {{Title: Sales promotions effect on consumer behaviour - a mixed method study examining sales promotions effect on consumer loyalty and its’ contributory to overconsumption
Seminar date: 2020-06-03
Course: FEKH29, Business Administration: Bachelor Degree Project in Marketing Undergraduate Level, 15 credits
Authors: Linnea Agorelius, Sandra Bodell & Martin Rismyhr
Advisor: Jayne Jönsson
Keywords: CRM, sales promotion, customer behaviour, loyalty, overconsumption.
Purpose: The purpose of the study has been to examine what kind of effect promotion has on consumers, and whether the effect is big enough to persuade the consumer to purchase something, simply because of promotion. Another aspect in the study is if promotion can be a contributing factor to consumer overconsumption. As well as examining whether promotion can affect consumer loyalty.
Methodology: The study has used a mixed research method, a research method where primary data of both quantitative and quality research method has been used. The reasoning being that this form of research method would give the best possible outcome. A survey was put out, where the respondents answered both quantitative and qualitative questions.
Theoretical perspectives: The theoretical perspectives in the study have been used to analyze the empirical material and to help form a deeper understanding of how consumers act due to sales promotion. The theoretical perspectives used in the study have been for example the marketing mix and the buying decision process.
Empirical foundation: The empiricxal material in the study consists of a total of 11 questions, through a survey. Of these, 9 were quantitative, and 2 qualitative. These responses were then analyzed with the used theoretical perspectives.
Conclusions: It is difficult for companies to build loyalty, as it can be concluded that many consumers choose companies with good offers and promotions. Adjusted offers for consumers can increase a company's chance for loyalty. Using thoughtful offers and promotion, the chance for repurchase increases. This will in turn be a contributor factor for increased overconsumption.}},
  author       = {{Rismyhr, Martin and Bodell, Sandra and Agorelius, Linnea}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Sales promotions påverkan på konsumenters köpbeteende}},
  year         = {{2020}},
}