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C/M/1864. Literature Review and Methodology. Effectiveness of Sales Promotion in Supermarkets

WORDS:: 10500
DATE:: 2011
PRICE:: 109.99 GBP

The paper presents three chapters from the dissertation on the effectiveness of sales promotion (SP) in supermarkets providing an introduction to the research, a review of literature and a description of the methodology and design of the study. The literature review touches on the role and types of sales promotion within the retail industry, the approaches to SP planning, SP tools, consumers’ responses to promotion, the factors that influence buying behaviour, etc. The methods of the research and data collection are described providing information on the theory of methods and detailing the design of the primary research that can be applied to the analysis of promotional tools used in retailing and the impacts of these tools on the buying behaviour of consumers with various demographic characteristics.

KEYWORDS: Dissertation, Sales Promotion, Supermarket, Literature Review, Methodology,

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