期刊名称:International Journal of Business and Management
印刷版ISSN:1833-3850
电子版ISSN:1833-8119
出版年度:2012
卷号:7
期号:5
页码:247
语种:English
出版社:Canadian Center of Science and Education
摘要:The research paper explores the short term and long term impact of sales promotion, through the use of financial analysis and consumer survey respectively, offered by Pakistani companies from two diverse industries, i.e. Beverage Industry (Shezan International Ltd) and Foam Manufacturing Industry (Diamond Supreme Foam). Survey research was conducted on a sample of 200 consumers to analyze the long term impact of consumer’s perception of sales promotion by measuring its relationship with brand loyalty. The questionnaire used to measure the consumer perception of sales promotion and brand loyalty were based on the scale developed by Astous and Jacob in 2002 and Quester and Lim in 2003 respectively. The financial indicators were used for measuring the financial performance of companies and Pearson Correlation, Cross tabulation and Regression Analysis were used for inferential analysis through the use of SPSS. Results reveal the presence of various extraneous factors impacting the effectiveness of promotions.