2939 - asra aamir - advertising sales flyer as a promotional tool and its effect on in store...
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LETTER OF TRANSMITTAL
Dated: 30th September 2008
Sir Ehtesham Ali
Final Project Facilitator
PAF- Karachi Institute of Economics and Technology
Dear Sir,
I am submitting the final report on Advertising Sales Flyer as a promotional tool andits effect on in-store consumer behavior. As per your advice, the report includes
objective of the study and a brief literature survey. Three different hypotheses were
developed and tested based on Simple ANOVA, Z- test, and F- test.
I am grateful for your guidance and supervision without which this report could have
not been completed.
Yours Sincerely,
(Asra Aamir)
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ACKNOWLEDGEMENT
First of all I would thank Almighty ALLAH who has guided me through out and
without whose consent I would not have been able to accomplish this task.
My Supervisor Ehtesham Ali also helped me a lot in the questioning, data collection
and preparation of this report. He was always enthusiastic and willing to teach me the
concepts about Research and Marketing with his working and practical experiences
and examples.
I am also thankful to my parents who accommodated me during those long hours of
work in my project development and all the friends and colleagues who equally
encouraged me.
I would also like to appreciate the co-operation I got from my class mates at PAF
Karachi Institute of Economics and Technology, who boosted my moral and
encouraged me to strive for better results.
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ABSTRACT
In order to remain competitive, the local retailer needs to make full use of all the tools
within the marketing management toolkit. Within this toolkit, sales promotions
have one of the strongest impacts on short-term consumption behavior, and
constitute an important element of retailer promotion activities.
According to AIDA model, ASF as a promotion tool create awareness, interest, desire
and action among consumers towards a specific price deal or a product which can
be found in the promotion. It is one of the most important media for featuring
retail and manufacturer promotions. As far as in-store consumer behavior is
concerned, it refers to the, the individual consumers purchasing patterns i.e.
purchase of promoted and non promoted products, time spent in different store
areas, search activities and the route that will be followed throughout the store
In general, understanding consumer behavior is an essential prerequisite of successful
retail marketing strategy and one of the most fundamental principles of in exerting
influence on consumer patronage decision process.
In this project report the, the focus is on knowing, if the consumers who are
influenced by ASF spend more time in store, if they spend more time in high marginal
sections, if it results in an increased search activity and if the ASF can result in that
the consumers have opportunistic behavior and consequently purchase only the
promoted products. Keeping this in context, the main purpose of this project report
was to analyze if there are in-store consumer behavior differences between the
consumers that use ASF and the Consumers that not use ASF in store.
Based on the literature survey a questionnaire was developed that was administered to
the sample size of 210 of which the major findings are discussed below:
According to the respondents opinion regarding the impact of advertising sales
flyers, determinant ASF Increase the chances of purchase of non promoted products
with the mean of 3.60 was highest and ASF Increases the in-store activity,
Generate store traffic, and Create price image with the mean 2.52 was lowest.
The respondents opinions varied substantially with the standard deviation of 0.86 to
1.10. This indicates that there was low polarization of respondents opinion on
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Generate store traffic; Move Excess inventory and Increase in the chance of
Purchase of Non-promoted products with a standard deviation of 0.86 respectively
and highest on Enhance store image with a std. deviation of 1.10.
The skew nesses for Move excess inventory, Enhance store Image, Increase
total time spent and Increase in the chance of purchase of non promoted products
were in negative that are -0.12, -0.01,-0.09 and -0.14 respectively. This indicates that
the majority of respondents opinion for these determinants was below the mean.
The skewness for Generate store traffic and Create price image were in positive
that are 0.06 and 0.03 respectively. This shows that the majority of respondents
opinion towards this determinant was higher than the mean.
Based on the theoretical framework five different hypotheses were developed and
tested which are presented below:
a) The hypothesis relating to respondents opinion of no significant difference
towards an assumption that ASF generate store traffic viz-a-viz ASF enhance store
image is rejected.
b) The hypothesis relating to respondents opinion of no significant differencetowards an assumption that ASF increases search activity viz-a-viz ASF increases
total time spent in store.
c) The hypothesis relating to respondents opinion of no significant difference
towards an assumption that ASF generate of store traffic viz-a-viz Use of ASF
create price image of a store was rejected and the null was accepted.
d) The hypothesis relating to respondents opinion of significant difference between
ASF Move excess inventories viz-a-viz Use of ASF Increase the chance of
purchase of non promoted products is accepted and the null was rejected.
e) The hypothesis relating to respondents opinion of no significant difference in
terms of all the determinants (Overall) contributing towards the impact of ASF is
rejected and the alternate is accepted.
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OBJECTIVE
Advertising sales flyer (ASF) is one of the most important media for featuring retail
and manufacturer promotions. Some retailers position themselves on the basis of
Low Prices, Everyday across a wide assortment of product categories, while others
offer temporarily deep discounts in a smaller group of categories. Keeping this in
context, the main purpose of this project report was to analyze if there are in-store
consumer behavior differences between the consumers that use ASF and the
Consumers that not use ASF in store.
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INTRODUCTION
Within the category of sales promotion, advertisement sales flyer (ASF) is one of the
most important media for featuring retail and manufacturer promotions. Some
retailers position themselves on the basis of Low Prices, Everyday across a
wide assortment of product categories, while others offer temporarily deep
discounts in a smaller group of categories. The former strategy is known as the
EDLP and the latter as Hi Lo retail strategy. The latter strategy (HiLo) tends to
make extensive use of store flyers to communicate promotional offers to the
consumers. For these retailers, ASF represent about half of the retailer
promotional budget. Consequently these retailers are dependent on several effects
(objectives) linked to the ASF in order to increase the profitability.
These effects (objectives) includes, but not limited to, the following:
1 lead to increased frequency in high margin areas
2 lead to increased numbers off racetrack
3 lead to increased time in high margin areas
4 lead to increased search activity
5 lead to increased total time in store
6 Lead to purchased of promoted products and a substantial amount of non promoted
products.
In order to remain competitive, the local retailer needs to make full use of all the tools
within the marketing management toolkit. Within this toolkit, sales promotions have
one of the strongest impacts on short-term consumption behavior, and constitute an
important element of retailer promotion activities.
According to AIDA, ASF as a promotion tool create awareness, interest, desire and
action among consumers towards a specific price deal or a product which can be
found in the promotion.
As far as in-store consumer behavior is concerned, it refers to the, the individual
consumers purchasing patterns as purchase of promoted and non promoted products,
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time spent in different store areas, search activities and the route that will be followed
throughout the store. Little research has been undertaken to understand whether the
consumer are influenced by a promotion tool as the ASF. Will those who are
influenced by ASF have different routes from those who are not influenced by ASF?
Will use of ASF result in other behavioral patterns such as increased consumers
search activity and as a consequence spend more time in high-marginal sections? Do
the ASF trigger the consumers to purchase promoted products and further influence
them to also purchase non-promoted products? In terms of time aspect; the
importance of understanding if ASF result in that consumers spend more time in-store
compared to those who do not is also very vital. Another consumer pattern which is
important to investigate is if the ASF result in that the consumers take more frequent
tours off the racetrack. In addition, do the consumers spend more time searching the
aisles as a consequence of using the ASF?
Increased traffic can be seen as an effect of the ASF and sales as an effect of ASF
found in store. However, that only looking at sales to predict the in-store effects of
ASF is to narrow.
Thus keeping this scenario in context, the purpose of this project report was to
analyze if there is in-store consumer behavior difference between the ASF using
consumer and non ASF using consumers in stores. In light of the following key
objectives which advertiser wants to achieve through ASF which are:
1. Generate store traffic
2. Move excess inventory
3. Enhance store image
4. Increase search activity
5. Increase total time spent in the store
6. Create price image
7. Increase the chances of purchase of non promoted products in substantial amount. It is
interesting to note that these objectives are more external, hence the main driver
behind using ASF should be its influence on in-store consumer behavior.
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Sales promotions are beneficial to retailers in several aspects. It is found that exposure
to the ASF result in more than 100% increase in the number of advertised products
purchased, when consumers that not are using ASF condition as a baseline. Therefore
one of the effects of ASF used in-store is that it triggers the consumers to purchase
promoted products found displayed in the ASF. Besides this it has been noted that that
the consumers that use ASF in-store, purchase more promoted products than those
who not use the ASF. The reason for this is that, advertising seen during the shopping
trip and at the point of sales has certain advantages over advertising seen during other
leisure activities. Another aspect where sales promotion is beneficial to the retailer is
if promotions encourage consumers to purchase non-promoted products. Knowing
that many of the products displayed in the ASF are products that represent small
margins, and even negative for some products, it seems clear that it is important that
the consumers not only purchasing the promoted products. Once in the store, shoppers
rarely only purchase featured products but also spend substantial amounts on non
promoted products.
Given the fact that the consumers using ASF purchase more promoted products and
less non promoted products, indicates that use the ASF influence the consumers level
of promotional purchasing. This consumer behavioral pattern is defined asopportunistic behavior. Environmental psychologists have recognized the importance
of understanding how individuals search through complex environments to locate
desired destinations. This search process commonly referred to as way finding. Way
finding has also largely been viewed as an activity in which individuals search for a
specific destination point. If the consumer is searching for the promoted products in
ASF, the placing of promoted products in-store will be the specific destination points.
Now in the presence of specific destination points the question which arises in the
mind of the advertiser is that will the use of ASF result in a different way finding
activity, i.e. that consumers that are influenced by ASF will more frequent enter these
destination points?
In addition to this, it is also observed that the customer that use ASF overall spend
more time in these areas because the products promoted often are not easy to locate in
the shelf. This is done by the retailer so that the consumers have to search for the
promoted products believing that by spending longer time in these areas the likelihood
for being displayed for non promoted products increase. From a retailer perspective,8
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understanding how the consumer move inside the store is of large relevance in order
to make sure that the layout are designed so that the consumers entering as many of
the different store areas as possible. According to the fact that none of the promoted
products in the ASF can be found by only using the racetrack throughout the store
thus, one can assume that consumers using the ASF and in the search for price
specials take a higher frequency off the racetrack.
It has also been noted that the Consumers are continually faced with the task of
finding their way through a wide variety of retail environments. The design of the
shopping environment, the nature of the search task, and the unique characteristics of
the individual, shape consumers perceptions of the shopping environment, Shoppers
perception, in turn, influences the search strategy employed by consumers.
In a nutshell, Research has also found that ASF represent about half of the retailer
promotional budget however there is no specific objective defined when it comes to
how ASF should influence in-store consumer behavior but on the basis of literature
survey, the focus of this project report would be on six objective (mentioned above)
of ASF which deemed necessary to highlight according to my understanding of the
subject study.
LITERATURE SURVEY
ASF is one of the most important media for featuring retail and Manufacturer
promotions (Arnold et al, 2001). Research has found that ASF represent about half of
the retailer promotional budget.
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The ASF are both distributed home to the consumer and found in the retail store.
When it comes to the latter, it has been found that there are no guidelines of how the
retailers should place the ASF in store.
Within the category of sales promotion, advertisement sales flyer (ASF) is one of the
most important media for featuring retail and manufacturer promotions (Arnold et al,
2001). Some retailers position themselves on the basis of Low Prices, Everyday
across a wide assortment of product categories, while others offer temporarily deep
discounts in a smaller group of categories. The former strategy is known as the
EDLP and the latter as Hilo retail strategy (Bell and Lattin, 1998). The Hilo strategy
tends to make extensive use of store flyers to communicate promotional offers to the
consumers (Gjibrechts, Campo and Goosens, 2003). For these retailers, ASF represent
about half of the retailer promotional budget (Ibid). In order to get a better
understanding of the ASF as a promotion tool, the AIDA model understanding is very
essential. The AIDA model is fairly simple and useful in order to analyze and
highlight that a promotion tool as the ASF have different fields of operations.
According to AIDA, ASF as a promotion tool are creating awareness, interest, desire
and action among consumers towards a specific price deal or a product which can be
found in the promotion.
IN-STORE CONSUMER BEHAVIOUR
As far as in-store consumer behavior is concerned, it refers to the, the individual
consumers purchasing patterns as purchase of promoted and non promoted
products, time spent in different store areas, search activities and the route that
will be followed throughout the store
In general, understanding consumer behavior is an essential prerequisite of successful
retail marketing strategy and one of the most fundamental principles of in exerting
influence on consumer patronage decision process (Tankred, 1999).
In this project report the, the focus is on knowing, if the consumers who are
influenced by ASF spend more time in store, if they spend more time in high marginal
sections, if it results in an increased search activity and if the ASF can result in that
the consumers have opportunistic behavior and consequently purchase only the
promoted products.
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HIGH MARGINAL AREAS
High marginal areas refers to Areas where the products found there represent on
average a higher profit margin for the retailer and consequently important that the
customers are visiting and making purchases.
Further, these areas are complementary in order for the consumers to compose
different meals, which mean that in order to put together a breakfast, lunch or a
dinner, these areas have to be visited.
TIME, FREQUENCY, SEARCH ACTIVITY AND OPPORTUNISTIC
BEHAVIOUR
To answer the questions if consumers that use ASF will spend more time in store; if
they will have increased search activity; if they spend more time and higher frequency
in high marginal areas, it is important to measure the variables as defined below:
Total time in store is defined as the time at which the consumers enter the store until
they pay the cashier minus time spent in check out line. Time spent in the checkout
line is defined as the time from the consumer get in the checkout line until the
consumer has paid the cashier.
INCREASED SEARCH ACTIVITY
Increased search activity is defined as total time in store minus time in high marginal
areas. Consequently the remaining time is spent on racetrack and in the aisles
searching.
Time in high margin areas are defined from the consumer enter the high margin area,
until they exit. In addition, be recorded the consumers need to have their head and
eyes need focused towards the shelving.
Opportunistic behavior is defined as when the consumer only purchases promoted
products displayed in ASF.
PROMOTED AND NON PROMOTED PRODUCTS
In order to answer the question if ASF trigger consumers to purchase promoted
products it is required to measure the number of promoted products purchased from
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the group that used ASF. This measurement is firstly needed to establish the effects
ASF have on purchases, and secondly to answer the question if ASF result in
opportunistic behavior. To measure opportunistic behavior one should to compare the
number of promoted products to the number of non-promoted products purchased by
the respondents that used ASF. The following definitions were used when measuring
these variables:
A promoted product is defined as a product that is displayed in ASF and located in the
high margin areas. A non-promoted product is defined as a product not displayed in
the ASF, but located in the high marginal areas.
To purchase promoted or non promoted goods is defined as that the consumers must
put the products in their basket, bring it to the check out line and pay to the cashier.
Increased traffic can be seen as an effect of the ASF and sales as an effect of ASF
found in store. However, that only looking at sales to predict the in-store effects of
ASF is to narrow.
Using advertising flyers to promote your business is a cost-effective way to get your
message to the masses. Flyers are basically full page ads that you distribute straight to
your potential customers. Flyer printing is a good option for new businesses getting
off the ground with a small advertising budget, and its a good option for established
businesses that want to directly communicate with potential customers. Full color
flyers are especially effective because they catch peoples eyes and can draw people
in to your message.
You can make black-and-white or full color flyers yourself or use a flyer printing
company, depending on your budget and how much time you have to design them.
Keep the following points in mind when creating your advertising flyer:
1 Your goal is to get peoples attention. Dont just use white paper with black
lettering if you can afford it. Some copy shops charge just a few cents more to
use colored paper and others dont charge at all for colored paper. This small
change can get your flyer noticed where it otherwise wouldnt. It is best to use
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white paper, however, if youre producing a full color flyer or if youre going
to include a photo on your flyer.
2 The purpose of a flyer is to sell. Remember that your message needs to have a
purpose and thats not just to announce your name to the public. You need to
make sure you communicate the benefits of your product or service to the
public, not just facts about your company. People want to know what you or
your product can do for them. Whats your benefit? Why should they choose
you over your competition?
3 Include a discount or incentive. People like to save money and if you include a
discount thats only available for a limited time, you create urgency. Urgency
gets people out of their houses and into your store.
4 Include a call to action. A call to action is what you want the reader to do after
theyve read your flyer. You can tell them to visit your Web site for more
information or to Call now. Combining a call to action with a discount
works well. For instance, Call us before Memorial Day to receive 10% off
your purchase!
5 Add testimonials. Use comments from past satisfied customers. Be sure to use
comments that are specific to the product, not just I love this product!
Include a full name, location and a photo if the customer allows. A lot of ads
include false testimonials from Joe S or other common names that anyone
could make up. Testimonials dont work if they look or sound fake
6 Hang them or distribute them in areas where your target audience is likely to
be. For instance, if you offer a weight loss product, hang your flyer on the
community board at the local gym. A seamstress or tailor could hang a flyer at
a dry cleaning business that doesnt have its own seamstress or tailor. Make
sure where you hang your flyers makes logical sense. A dry cleaner that has an
in-house tailor is not going to welcome your flyer.
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Keeping the above mentioned points for creating advertising flyers in mind are not
enough to enhance their effects in the in-store consumer behavior. Beside these the
following dos and donts are also mandatory to consider which strategy should be
crafted for the sales promotion.
DOS AND DONTS OF USING FLYERS FOR ADVERTISING INSERTS
You may already be using flyers as part of your marketing campaign. You probably
have full color flyers hanging up in local businesses, supermarkets and maybe
youve dropped them off door to door. If you decide to use flyers as advertising
inserts, consider the following points:
Dont pick the wrong day of the week. Thursdays and Sundays are the worst day for
your inserts to show up in the newspaper. Supermarkets usually debut their upcoming
weekend sales and ads on Thursdays. And Sundays are when the coupons and the rest
of the ads from big-box businesses show up in the newspaper. You dont want to
compete with these behemoths. Readers will just pass over your insert to get to the
companies that they know and love. Unfortunately, many small businesses dont
realize this and compete for insert space anyway. So, not only would you have to
compete with the big businesses, but also the smaller businesses that have one-pageinserts similar to yours.
Do pick the right day of the week. The best days to get your insert in the newspaper
are Monday, Tuesday and Saturday. People usually call the first or second day after
seeing an ad. So including your insert in Monday or Tuesday mornings paper will
bring in the calls those afternoons, which are generally the slowest days for many
businesses. Fridays are not good because most people are gearing up for the weekend
and they have other things to do than read the newspaper. You can also ask the
newspapers sales department what days have the least amount of inserts and get
yours in that day.
Dont include your insert around the holidays. The weeks leading up to Christmas
are the absolute worst time to get your insert in the newspaper. This is when the
completion is fierce for businesses to get their inserts in. Generally the ones that do
well have a product or service related to Christmas. If your product isnt related to the
holiday, dont waste your money.
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Do consider weekly newspapers. Weekly newspapers can work just as well as
dailies and they generally cost about the same as an insert in a daily.
Last but not the least, In marketing communication it is important have the right
message to the right segment .Due to this, the importance of knowing who are most
prone to use the ASF is of relevance both for the retailer and the manufacturers.
Thus keeping this scenario in context, the purpose of this project report was to
analyze if there are in-store consumer behavior differences between the ASF using
consumer and non ASF using consumers in stores. In the light of following key
objectives which advertiser wants to achieve through ASF which are:
Increase search activity
Generate store traffic
Move excess inventory
Enhance store image
Increase total time spent in the store
Create price image
Increase the chances of purchase of non promoted products in substantial
amount
It has been noted that these objectives are more external, hence the main driver behind
using ASF should be its influence on in-store consumer behavior.
HYPOTHESIS
The purpose of this project report is to provide an understanding of Advertising sales
flyer and if there is in-store consumer behavior differences between the consumers
that use ASF and the Consumers that dont use ASF in store. Keeping this objective in
mind number of hypotheses have been developed which are as follows:
H1o: Respondents opinion is not significantly different towards an assumption that
ASF generate store traffic viz-a-viz ASF enhance store image.
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H1A: Respondents opinion is significantly different towards an assumption that
ASF generate store traffic viz-a-viz ASF enhance store image.
-------------------------------------------------------------------------------------------------------
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H2o: There is no significant difference in respondents opinion that ASF increases
search activity viz-a-viz ASF increases total time spent in store.
H2 A: There is significant difference in respondents opinion that ASF increases
search activity viz-a-viz ASF increases total time spent in store.
-------------------------------------------------------------------------------------------------------
--------------
H3o: There is no significant difference in respondents opinion that ASF generate
store traffic viz-a-viz ASF creates price image.
H3A: There is significant difference in respondents opinion that ASF generate store
traffic viz-a-viz ASF creates price image.
-------------------------------------------------------------------------------------------------------
--------------
H4o: Respondents opinion is not significantly different towards an assumption that
ASF helps in moving excessive inventory viz-a-viz ASF increases the chances of
non-promoted products purchase in substantial amount.
H4A: Respondents opinion is significantly different towards an assumption that ASF
helps in moving excessive inventory viz-a-viz ASF increases the chances of non-
promoted products purchase in substantial amount.
H5o: There is no significant difference in respondents opinion towards all the
determinants used (Overall) to measure the effects of advertising sales flyers as a
promotion tool on in-store consumer behavior.
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H5A: There is significant difference in respondents opinion towards all the
determinants used (Overall) to measure the effects of advertising sales flyers as a
promotion tool on in-store consumer behavior.
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METHODOLGY
Within the category of sales promotion, advertisement sales flyer (ASF) is one of the
most important media for featuring retail and manufacturer promotions. Some
retailers position themselves on the basis of Low Prices, Everyday across a wide
assortment of product categories, while others offer temporarily deep discounts in a
smaller group of categories.
In this project report, efforts have been made to investigate the effects of advertising
sales flyers as a promotion tool on in-store consumer behavior. As far as in-store
consumer behavior is concerned, it refers to the, the individual consumers
purchasing patterns as purchase of promoted and non promoted products, time spent
in different store areas, search activities and the route that will be followed throughout
the store.
In the context of literature survey, Increase search activity, store traffic generation,
moving excess inventory, Enhancing store image, Increase in total time spent in the
store, Creating price image and Increase in the chances of non promoted products
purchase in substantial amount are the key variables which have been taken into
consideration to measure the desired objective.
The findings I believe shall provide the marketers an acceptable ground for more
understanding and assessment of ASF as one of the most important media for
featuring retail and manufacturer promotions.
The sample of 210 respondents based on convenience has been drawn randomly from
the visiting customers intercepted at MAKRO market located at Main Shahra-e-faisal,
Karachi.
Data for the subject study was collected using self administered survey in which
questionnaire was the key instrument in conducting this study.
Questionnaire was based on the determinants of Advertising sales flyer derived from
the literature survey and based on total 12 questions out of which 5 were related with
demographics and 7 were with the subject. While selecting the respondents, it was
believed that selected respondents would provide more rational opinion as they are
potential or current customers intercepted walking-
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in or roaming inside the MAKRO market. In order to analyze the data gathered from
the survey, Excel Ads-In data analysis tool pack was used through which data was
analyzed using measures of central tendencies and dispersions where as developed
hypotheses were analyzed using Z-test, F-test and single Anova.
SURVEY FINDINGS
The major survey findings were analyzed below in order to have a better
comprehension and understanding of the determinants used to measure the effects of
advertising sales flyers on in-store consumers.
Measure of Central Tendencies and Dispersions
The data related with the mentioned subject study was based on likert rating scale;
therefore it was possible to calculate the measure of central tendencies and the
measure of dispersions. The results generated through excel add-in are presented
below:
Measures of Central Tendencies and Dispersion
Increase total time spent Increase in the chance ofPurchase of Non-promoted
products
Create Price image
Mean 2.58 3.60 2.52
Standard Error 0.06 0.06 0.06
Median 2.64 3.66 2.47
Mode 3.24 3.13 2.00
Standard Dev. 0.93 0.86 0.87
Sample Var. 0.86 0.73 0.75
Kurtosis -1.31 -1.22 -1.06
Skewness -0.14 -0.09 0.03
Range 2.99 2.97 3.00
Minimum 1.01 2.00 1.00
Maximum 3.99 4.97 4.00
Sum 542.20 756.72 530.08
Count 210.00 210.00 210.00
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Measures of Central Tendencies and Dispersion
According to the respondents opinion regarding the impact of advertising sales
flyers, determinant ASF Increase the chances of purchase of non promoted products
with the mean of 3.60 was highest and ASF Increases the in-store activity,
Generate store traffic, and Create price image with the mean 2.52 was lowest.
The respondents opinions varied substantially with the standard deviation of 0.86 to
1.10. This indicates that there was low polarization of respondents opinion on
Generate store traffic; Move Excess inventory and Increase in the chance of
Purchase of Non-promoted products with a standard deviation of 0.86 respectively
and highest on Enhance store image with a std. deviation of 1.10.
The skew nesses for Move excess inventory, Enhance store Image, Increase
total time spent and Increase in the chance of purchase of non promoted products
were in negative that are -0.12, -0.01,-0.09 and -0.14 respectively. This indicates that
the majority of respondents opinion for these determinants was below the mean. The
skewness for Generate store traffic and Create price image was in positive that
20
Increase Search Activity Generate StoreTraffic
Move Excess Inventory Enhance StoreImage
Mean 2.52 2.52 2.57 2.98
Standard Error 0.06 0.06 0.06 0.08
Median 2.46 2.45 2.66 2.94
Mode 2.08 3.00 4.00 4.68
Standard Dev. 0.88 0.86 0.86 1.10
Sample Var. 0.78 0.74 0.74 1.21
Kurtosis -1.25 -1.17 -1.13 -1.04
Skewness 0.00 0.06 -0.12 -0.01
Range 2.94 2.99 3.00 3.94
Minimum 1.04 1.01 1.00 1.02
Maximum 3.99 4.00 4.00 4.96
Sum 529.37 528.70 538.85 625.98
Count 210.00 210.00 210.00 210.00
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are 0.06 and 0.03 respectively. This shows that the majority of respondents opinion
towards this determinant was higher than the mean
All the determinants were measured on a scale of 5 to 1, one representing the strongly
disagree and five representing the strongly agree opinion. The respondents opinions
towards all the determinants are presented below:
HYPOTHESIS TESTING
Based on the theoretical framework five different hypotheses were developed and
tested which are presented below:
HYPOTHESIS 1
Opinion difference in terms of Generate store traffic and Enhancing store image
were measured towards ASF and its impact. An analysis was carried out to measure
whether there is a significant difference between ASF Generate store traffic due to
ASF and Enhance of store image.
H1o: Respondents opinion is not significantly different towards an assumption that
ASF generate store traffic viz-a-viz ASF enhance store image.
H1A: Respondents opinion is significantly different towards an assumption that
ASF generate store traffic viz-a-viz ASF enhance store image.
STATISTICAL REPRESENTATION
H1o: 1 = 2
H1A: 1 2
The hypothesis was tested through Z-test two samples for means and summarized
results are presented below:
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Z-Test: Two Sample for Mean
RESULT
The hypothesis relating to respondents opinion of no significant difference towards
an assumption that ASF generate store traffic viz-a-viz ASF enhance store image
is rejected.
At 95% confidence level, the z-critical value is 1.96 and the z-calculated value is
-4.81, which falls in the critical region. The null hypothesis is rejected and the
alternate hypothesis is accepted. Result in table shows a significant difference
between Generation of store traffic due to ASF and Enhancement of store image due
to ASF
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Generate Store Traffic Enhance Store Image
Mean 2.52 2.98
Known Variance 0.74 1.21
Observations 210.00 210.00
Hypothesized Mean Difference 0.00
Z -4.81
P(Z
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Graphical representation of respondents
opinion towards impact of Advertising sales
flyers in terms of ASF "Generate store
traffic" VIZ-A-VIZ "Enhance store image"
2.52
2.98
2.202.302.402.50
2.602.70
2.802.903.00
3.10
Generate Store Traffic Enhance Store Image
Mean
HYPOTHESIS 2
An effort was made to measure whether there is a significant difference in the
respondents opinion regarding ASF Increase search activity in stores and ASF
increases Total time spent in stores. The hypothesis developed in this context is
presented below.
H2o: There is no significant difference in respondents opinion that ASF increases
search activity viz-a-viz ASF increases total time spent in store.
H2 A: There is significant difference in respondents opinion that ASF increases
search activity viz-a-viz ASF increases total time spent in store.
STATISTICAL REPRESENTATION
H2o: 1 = 2
H2A: 1 2
The hypothesis was tested through F-test two samples for means and summarized
results are presented below:
F-Test Two-Sample for Variances
Increase Search Activity Increase total timespent
Mean 2.52 2.58
Variance 0.78 0.86
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Observations 210.00 210.00
df 209.00 209.00
F 0.90
P(F
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H3A: There is significant difference in respondents opinion that ASF generate store
traffic viz-a-viz ASF creates price image(Claim)
STATISTICAL REPRESENTATION:
H3o: 1= 2
H3A: 1 2
Thishypothesis was tested through F-test two samples for means and the summarized
results are presented below:
F-Test Two-Sample for Variances
Generate Store Traffic Create Price imageMean 2.52 2.52
Variance 0.74 0.75
Observations 210.00 210.00
df 209.00 209.00
F 0.99
P(F
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Graphical representation of respondents'
opinion towards impact of Advertising Sales
flyers in terms of Mean & Variance for "
Generate store traffic" viz-a-viz " Create price
image"
2.52 2.52
0.74 0.75
0.00
0.50
1.00
1.50
2.00
2.50
3.00
Generate Store Traff ic Create Price image
Mean Variance
HYPOTHESIS 4
Opinion of respondents regarding determinant Moving excess inventory and
Increase in the chance of purchase of non promoted products with respect to ASF
was analyzed. The hypothesis formulated is stated below.
H4o: Respondents opinion is not significantly different towards an assumption that
ASF helps in moving excessive inventory viz-a-viz ASF increases the chances of
non-promoted products purchase in substantial amount.
H4A: Respondents opinion is significantly different towards an assumption that ASF
helps in moving excessive inventory viz-a-viz ASF increases the chances of non-
promoted products purchase in substantial amount.
STATISTICAL REPRESENTATION
H4o: 1= 2
H4A: 12
Thishypothesis was tested through Z-test two samples for means and the summarized
results are presented below:
Z-Test: Two Sample for Means
Move Excess
Inventory
Increase chance of Purchase
Non-promoted products
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Mean 2.57 3.60
Known Variance 0.74 0.73
Observations 210.00 210.00
Hypothesized Mean Difference 0.00
Z -12.40
P(Z
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HYPOTHESIS 5
The dimension contributing for the Advertising Sales flyers and its impact were
increase search activity, generate store traffic, move excess inventory,
enhance store image, Increase total time spent, create price image and increase
the chance of purchase of non promoted products.
An analysis was carried out to measure whether there is a significant difference in
respondents opinion on all the dimensions (Overall). The hypothesis developed in
this context is presented below:
H5o: There is no significant difference in respondents opinion towards all the
determinants used (Overall) to measure the effects of advertising sales flyers as a
promotion tool on in-store consumer behavior.
H5A: There is significant difference in respondents opinion towards all the
determinants used (Overall) to measure the effects of advertising sales flyers as a
promotion tool on in-store consumer behavior
STATISTICAL REPRESENTATION
H5o: 1 = 2 = 3 = 4 = 5 = 6
H5A: 1 2 3 4 5 6
Thishypothesis was tested through simple ANOVA and the summarized results are
presented below:
Anova: Single Factor
SUMMARY
Groups Count Sum Averag
e
Varianc
e
Increase Search Activity 210.00 529.37 2.52 0.78
Generate Store Traffic 210.00 528.70 2.52 0.74
Move Excess Inv. 210.00 538.85 2.57 0.74
Enhance Store Image 210.00 625.98 2.98 1.21
Increase total time spent 210.00 542.20 2.58 0.86
Increase chance of Purchase Non-promoted products 210.00 756.72 3.60 0.73
Create Price image 210.00 530.08 2.52 0.75
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Anova
Source of Variation SS df MS F P-value
F crit
Between Groups 210.21 6.00 35.04 42.12 0.00 2.10
Within Groups 1217.02 1463.00 0.83
Total 1427.23 1469.00
At 95% confidence level and (6, 1463) degree of freedom, the f-critical value is 2.10
is less than F-calculated value of 42.12. Therefore, there is a significant difference in
respondents in the Opinion of all the dimensions (overall) contributing towards the
impact of ASF. The null hypothesis is rejected and the alternate is accepted.
Graphical representation of respondents'
opinion towards impact of Advertising sales
flyer for all determinants in terms of Variance
0.73
0.75
0.86
1.21
0.74
0.74
0.78
Increase Search Activiy
Generate Store Traffic
Move Excess Inv.
Enhance Store Image
Increase total time spent
Increase chance of Purchase Non-promoted products
Create Price image
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CONCLUSION
Based on the literature survey a questionnaire was developed that was administered to
the sample size of 210 of which the major findings are discussed below:
According to the respondents opinion regarding the impact of advertising sales
flyers, determinant ASF Increase the chances of purchase of non promoted productswith the mean of 3.60 was highest and ASF Increases the in-store activity,
Generate store traffic, and Create price image with the mean 2.52 was lowest.
The respondents opinions varied substantially with the standard deviation of 0.86 to
1.10. This indicates that there was low polarization of respondents opinion on
Generate store traffic; Move Excess inventory and Increase in the chance of
Purchase of Non-promoted products with a standard deviation of 0.86 respectively
and highest on Enhance store image with a std. deviation of 1.10.
The skew nesses for Move excess inventory, Enhance store Image, Increase
total time spent and Increase in the chance of purchase of non promoted products
were in negative that are -0.12, -0.01,-0.09 and -0.14 respectively. This indicates that
the majority of respondents opinions for these determinants were below the mean.
The skewness for Generate store traffic and Create price image" were in positive
that are 0.06 and 0.03 respectively. This shows that the majority of respondentsopinion towards this determinant was higher than the mean.
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Based on the theoretical framework five different hypotheses were developed and
tested which are presented below:
a) The hypothesis relating to respondents opinion of no significant difference
towards an assumption that ASF generate store traffic viz-a-viz ASF enhance store
image is rejected.
b) The hypothesis relating to respondents opinion of no significant difference
towards an assumption that ASF increases search activity viz-a-viz ASF increases
total time spent in store.
c) The hypothesis relating to respondents opinion of no significant difference
towards an assumption that ASF generate of store traffic viz-a-viz Use of ASF
create price image of a store was rejected and the null was accepted.
d) The hypothesis relating to respondents opinion of significant difference between
ASFMove excess Inventory viz-a-viz Use of ASF Increase the chance of purchase
of non promoted products is accepted and the null was rejected.
e) The hypothesis relating to respondents opinion of no significant difference in
terms of all the determinants (Overall) contributing towards the impact of ASF isrejected and the alternate is accepted.
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Questionnaire
(Demographic data)
Q1) Age: (in years)
18 25
26 30
31 40
40 Above
Q2) Gender:
Male
Female
Q3) Qualification:
Matriculation
Intermediate
Graduation
Master
Others_______
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Q4) Profession:
Marketing
Banking
Doctor
Finance
Engineering
Teaching
Appendix1
Others________
Q5) Residence:
Sadder
Defence
Clifton
P.E.C.H.S
Gulshan
F.B. Area
Nazimabad
Others _____
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Questionnaire (subject data)
Please indicate the extent to which Advertising Sales Flyer impacts on you in terms of
the following: Rating scale: strongly Dis-Agree = 5 strongly Agree
= 1
-------------------------------------------------------------------------------------------------------
---------------------------
6) Use of advertising sales flyers in retail stores increases total search activity?
5 4 3 2 1
7) Use of ASF in stores generates store traffic because consumers are more inclinedtowards promotional activities?
5 4 3 2 1
8) Using ASF helps marketers in moving excess inventory?
5 4 3 2 1
9) Use of ASF in stores helps in enhancing the image of the store in terms of Store
offering low price?
5 4 3 2 1
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10) Use of ASF in-stores increases the total time spent in-store by the customers?
5 4 3 2 1
11) Use of ASF in-store increases the chances of purchase of non-promoted products
in substantial amount?
5 4 3 2 1
12) Use of ASF in- stores creates a price image?
5 4 3 2 1
-------------------------------------------------------------------------------------------------------
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Appendix 2
REFERENCES
Arnold, Kozinets and Handelman(2001), Hometown ideology and retailer
legitimation: The institution semiotics of Wall mart flyers Journal of
Retailing Vol. 77, pp 243-271
Bell and Lattin (1998) External search effort: An investigation across several
products categories journal of customer research vol. 14, pp 83- 95
Bettmen (1979),Information Processing Theory of consumer choice,reading,
MaAddison- Wesley
Gijsbrechts, campo and goossens (2003), the impact of store flyers on store
traffic and store sales: A geo-marketing approach journal of retailing Vol. 79
pp 1-16
Heller (1988),Tracking shoppers through the combination store, Progressive
Groser Vol. 67.
Tankered, (1999), evaluation of alternative Retail channels in Food industry:
a consumer approach Master thesis, Lund University
Walters and Jamil,2003,Exploring the relationship between Shopping trip
type, purchase of products on promotions and shopping basket profit, Journal
of business research Vol.56
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Appendix 3
RESUME
Asra AamirFlat # 2, Building # 26-C,12th Badar Comm. St,D.H.A Phase V, Karachi.Cell # 0334 3191498, 03228273323E-mail: [email protected]
ACADEMIC EDUCATION:
[2005 onwards] PAF-KIET [3.88 CGPA] [Karachi,Pakistan]
BBA [Marketing]
[2003 - 2005] D.H.A Degree College [A Grade] [Karachi,Pakistan] Intermediate [Pre-Engineering]
[2001 - 2002] D.H.A school Phase IV [A+ Grade][Karachi, Pakistan] Matriculation [Science]
CO CURRICULAR ACTIVITIES:
Vice President ofKES ( KIET Entrepreneur society)
Secretary ofStudents Societyat KIET
One of the founding members of KIETs HRM Society (Management
Guru)
Editor of Campus O' Clock( KIET"s half yearly magazine)
Organized many exhibitions, workshops and competitions at KIET
Master of Ceremony in various Workshops, Seminars, Exhibitions, at
KIET.
Awarded many Scholarships
Included in the Deans Honor list
Winner of numerous Debate Competitions
Head of the Discipline Committee at school
Participated and won many Sports/Dramatics competitions
Participated in Lumun08 and YLES 08 at LUMS
VOLUNTEER EXPERIENCE:
Volunteer experience for the earthquake victims at PAF museum.
COMPUTERS SKILLS:
MS-Office 2000 Internet
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SPOKEN LANGUAGES:
English
Urdu
INTERESTS:
Marketing
Human Resource
Event Management
PERSONAL PROFILE
Fathers name : Aamir Dilawar ShahDate of Birth : 25th Feb, 1988Nationality : PakistaniReligion : IslamMarital Status : SingleC.NIC # :42301-1618103-8
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