The impact of Promotional Campaign on the consumer behavior BY;Rana Helmy

1. The impact of Promotional
Campaign on the consumer
behavior
“Lactel Products”
By; Rana Helmy
1

2. 1. Introduction.
2. Literature review.
3. Research Problem.
4. Research question.
5. Research hypotheses.
6. Research design.
7. Method of data collection.
8. Data analysis
9. Conclusion.
10. References.
Content
2

3. 3
1- Introduction
How to
ATTRACT???

4.  According to "Strong Model"
which is one of the most
significant models depicts the
effect of the promotional
campaign on the consumer's
decision to purchase the
product is; there are four
stages to convince the
consumer with the promoted
product, and these stages are
; Attention, interest, desire,
and action or (AIDA).
4
1.1 AIDA Model

5.  There is a relationship between the promotional
campaign and the consumer behavior .
 Thus it’s a crucial mission to predict the consumer
choices and satisfy their needs.
Guess !
Who are the champions to tackle this task?
5
1.2 The relationship

6. 6
We are the
champions
!

7.  In the present investigation, consumer behavior is
influenced by the promotional campaigns, precisely in
the food products as "Lactel product" as an instance.
7

8.  2-1 Promotional campaign:
is media or non- media marketing
pressure applied for a pre-
determined, limited period at the
level of consumer, retailer or
wholesalers in order to stimulate
trials, increase consumer demand
or improve product availability
(Kotler, 2003).
8
2-Literature review
“Some definitions”

9.  Sales promotion according to Kotler (2003) has three
distinctive characteristics which could be contributing factors
to the methods popularity in recent years. According to him,
these factors are Communication, Incentives, and Invitation.
9
Figure.1: communication Process

10.  Communication in promotional campaign is including;
Advertising – sales promotion – publicity – personal selling –
public relations.10
Figure.2: Communication process in promotion

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 2-2 Consumer behavior:
Consumer behavior refers to the behavior of consumers in deciding to
buy or not to buy or use or not to use or dispose of or not to dispose of
the products which satisfy their needs.
Figure.3: Simple model of consumer behavior.

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 2-3 Consumer buying decision process:
 Consumers to purchase some goods don’t need to pass during all
stages of the buying decision. However, some purchases are so
important that the consumer is forced to do all these steps carefully
and meticulously. ( GilaniNia , 2010)
 1) Identify the problem: The first stage of the decision-making process is
that people can feel the difference between current and desired
situation
 2) Data collection: For solving this problem collect information. This
information can be internal (experiences) and external (family, exhibits,
etc.)
 3) Assessment Options: After gathering information, the consumer is
ready to make a decision.
 4) Purchase: This stage is the stage that all marketing activities are the
result.
 5) After purchase behavior: Consumer compare purchased products
with ideas, products, competitors, perceptions and expectations of the
product and two satisfaction and dissatisfaction, which may appear
different reasons.

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Figure.4: General Model of consumer behavior.

14. 14
 In the past, sellers, due to lack of competition and lower a variety of
products directly sell the product. But today, by increasing
companies, increasing competition and increasing revenues from
other people, other sellers will not be able to communicate directly
with sellers. Marketers and sellers are forced to study consumer
behavior research.
 Now, marketers want to know what is going on in the black box.
Black Box itself is composed of two parts. First part personal
characteristics of buyer on how to understand and respond to
stimuli affect and the second part is the buyer's decision-making
process that effects on his behavior.
Figure 5: Model of consumer behavior

15.  The four elements of the marketing mix are; Product – price – promotion –
place, therefore promotional campaign is one of the most significant
elements which is inform and notify the consumer about the desired
product , also it's considered as a linking point between the producer and
the consumer.
 Although promotional campaign is a crucial component, but unfortunate
we are facing a miss-planning and random implementation for the
promotional campaign, beside that most of them are not based on the
right scientific method.
 For instance; the main concern for the most of the producers is to focus on
the number of sales and ignoring the market research and planning as
surveys or customer feedback to benefit the customer and satisfy their
needs.
15
3- Research Problem

16.  This research seeks to find
an answer to the question;
"How do Promotional
campaigns
(of lactel product as an
instance) impact on the
consumer behavior?"
16
4- Research question

17. 17
5-Research hypotheses
5.1 Hypotheses related with the company (lactel).
- 5.1.1Lactel is a French company, consequently the lack of knowledge about the
Egyptian consumer and his motives.
- 5.1.2 Preferring the low budget promotional campaigns.
- 5.1.3 Not setting the major goals from the promotional.
- 5.1.4 Lack of importance of the market researches.
5.2 Hypotheses related with the advertising agency.
- 5.2.1 The duration of the advertising is too short
- 5.2.2 Lack of applying creative ideas on the advertising (that catch your eyes).
5.3 Hypotheses related with the consumer.
- 5.3.1 Consumers do not watch television.
- 5.3.2 The daily stress life disable the consumer to open his mind
and eyes to watch or read or even interact with any promotional
campaign.
- 5.3.3 Consumer prefers to stay in the comfort zone of
their known and used products instead of trying a new product.

18.  This work lies on the descriptive research with two variables which are;
18
6- Research design
The
promotional
campaign
The
consumer
behavior

19.  Both primary and secondary data were collected for the study.
The researcher administered questionnaires to consumers at
(EL Far hyper market).
 The respondents then completed the questionnaire within an
average of (1:2) minutes.
 There was a response rate of 100 %. The aim of collecting the
data was to identify the impact of promotional campaign of
lactel products on the consumer behavior.
 Secondary data was obtained through related literatures of
promotional campaign, consumer behavior and consumer
buying decision process.
19
7- Method of data collection

20.  a sample of 13 consumers
was used. The study mainly
assesses the impact of
promotional campaign in
consumer buying behavior
in the use of lactel product.
The results of data
analyzed have been
presented in the form of
table and chart below.
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8- Data analysis
‫الكتيل‬ ‫بمنتجات‬ ‫خاص‬ ‫بحثي‬ ‫إستيان‬
‫اوال‬:
•‫ذكر‬
•‫انثي‬
‫ثانيا‬:‫تفضل‬ ‫الكتيل‬ ‫منتجات‬ ‫من‬ ‫اي‬(‫اكتر‬ ‫اختيار‬ ‫الممكن‬ ‫من‬
‫منتج‬ ‫من‬)
•‫زبادى‬
•‫لآلطفال‬ ‫كالوني‬ ‫زبادى‬
•‫دويتو‬ ‫الكتيل‬
•‫المنتجات‬ ‫هذه‬ ‫اتناول‬ ‫ال‬
‫ثالثا‬:‫الكتيل‬ ‫منتجات‬ ‫تفضل‬ ‫لماذا‬(‫سبب‬ ‫اختر‬ ‫فضلك‬ ‫من‬
‫فقط‬ ‫واحد‬)
•‫الرائع‬ ‫الطعم‬
•‫مناسب‬ ‫سعر‬
•‫الزمالك‬ ‫لنادى‬ ‫الرسمي‬ ‫الراعي‬ ‫النها‬
•‫البقرة‬ ‫اعالن‬ ‫بسبب‬
•‫عجرم‬ ‫نانسي‬ ‫اعالن‬ ‫بسبب‬
•‫اخري‬ ‫اسباب‬.‫اذكر‬ ‫فضال‬‫سبب‬

21. 21

22. 22
 By questioning the sample about the main reason from buying lactel
product the result come accordingly;
Sample
Reason Number Percentage
The promotional campaign 6 46%
The good taste and the affordable
price 5 38%
Don't use this product 2 16%
Total 13 100%
Table 1: The reasons of buying lactel product

23. 23
The
promotional
campaign
46%
The good taste
and the
affordable price
38%
Don't use this
product 16%
Figure.6 The percentage of each reason
 46% buy it as a result of the promotional campaign in the media as half of
them buy it as a result of being lactel the sponsor of "Zamalek football
club",
 On the other hand 38% prefer the product due to the good taste and the
affordable price,
 And finally 16% don't use this product.

24.  From an overall perspective, promotional campaigns influence
on the consumer buying behavior, not only the decision of
buying but also on their motive to buy the product, as it
depicted in the investigation once they knew that "lactel" is the
sponsor for one of the most popular football clubs, half of the
sample decide to buy the product to support their favorite club,
henceforth in order to attract and influence the purchase
decision of the customer in today's competitive market,
promotional campaign should be a prominent feature which is
based on the market scientific method to impact directly on the
consumer.
24
9- Conclusion

25.  MAY 2015, THE USE OF SOCIAL MEDIA AND ITS IMPACTS ON CONSUMER BEHAVIOUR: THE CONTEXT OF HOLIDAY TRAVEL,
JOHN N. FOTIS.
 ‫العام‬ 2005 ‫م‬,‫المستھلك‬ ‫سلوك‬ ‫على‬ ‫اإلعالن‬ ‫أثر‬,‫طعیمة‬ ‫أبو‬ ‫فتحي‬ ‫حسام‬.
 Book; Consumer behavior (Buying, Having, Being) by; Michel R.Solomon & Rebekah Russlle Bennett & Josephine previte.
 July 2012, THE INFLUENCE OF SALES PROMOTION ON CONSUMER BUYING BEHAVIOUR IN THE TELECOM INDUSTRY; THE CASE
OF VODAFONE GHANA, Darko, Eric.
 Modeling the Psychology of Consumer and Firm Behavior with Behavioral Economics, Teck H. Ho, Noah Lim, Colin F. Camerer.
 Chapter three; FACTORS INFLUENCING CONSUMER BEHAVIOUR: A CONCEPTUAL FRAME WORK.
 ‫4002العام‬ ,‫اللیبیین‬ ‫للمستھلكین‬ ‫الشرائي‬ ‫السلوك‬ ‫على‬ ‫التلفزیوني‬ ‫اإلعالن‬ ‫أثر‬.‫بوسنینه‬ ‫علي‬ ‫الدین‬ ‫عز‬.
 May 2013 , Consumer behavior and Consumer buying decision process, Shahrzad Jeddi1, Zeinab Atefi, Milad Jalali, Arman
Poureisa, & Hossein Haghi, International Journal of Business and Behavioral Sciences .
 Chapter five: Consumer Markets and Consumer Buyer Behavior.
 May 1998, CARL F. MELA, KAMEL JEDIDI, and DOUGLAS BOWMAN, the long – term impact of of promotions on consumer
stockpiling behavior.
 Jan. 2012, Studying Impacts of Sales Promotion on Consumer’s Psychographic Variables, Ali Nasr Esfahani, INTERDISCIPLINARY
JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS.
 2009, THE IMPACT OF PROMOTIONAL ACTIVITIES ON CUSTOMER PURCHASING BEHAVIOR AT TESCO LOTUS, Zhanting Yang,.
 Business Economics and Management 2015 Conference Impact of Brand on Consumer Behavior, Henrieta Hrablik Chovanováa,
Aleksander Ivanovich Korshunovb, Dagmar Babčanovác.
 CONSUMER BEHAVIOUR AND MARKETING ACTION[1.Consumer Behavior- Concepts , applications and Cases, M.S.Raju,
Dominique Xardel & Consumer Behavior ( Fourth edition )- David L.Loudon and Albert J.Della Bitta.]
 Chapter five; understanding consumer behavior,
 Source URL: http://globaltext.terry.uga.edu/userfiles/pdf/Core%20Concepts%20of%20Marketing.pdf
 Saylor URL: http://www.saylor.org/site/wp-content/uploads/2012/11/Core-Concepts-of-Marketing.pdf
 communication and persuasion by; kaustubh pal, http://slideplayer.com/slide/9167036/
 : http://www.businessdictionary.com/definition/promotional-campaign.html
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References

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Thank you