MEASURING THE COMMUNICATION EFFECTS OF SALES PROMOTION IN A FOOD COMPANY
Consumer targeted sales promotion activities, especially discounts and complimentary products, are frequently pursued in food industry. Their fundamental goal is to boost sales over a given period, with short-term effects. However, studying literature dealing with effects of sales promotion, one wi...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Naučno društvo agrarnih ekonomista Balkana, Beograd; Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, Bukurešt
2013-01-01
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| Series: | Ekonomika Poljoprivrede (1979) |
| Subjects: | |
| Online Access: | https://www.ea.bg.ac.rs/index.php/EA/article/view/508 |
| _version_ | 1797825100249038848 |
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| author | Ines Mesaroš Nenad Đokić Mirjana Penić |
| author_facet | Ines Mesaroš Nenad Đokić Mirjana Penić |
| author_sort | Ines Mesaroš |
| collection | DOAJ |
| description |
Consumer targeted sales promotion activities, especially discounts and complimentary products, are frequently pursued in food industry. Their fundamental goal is to boost sales over a given period, with short-term effects. However, studying literature dealing with effects of sales promotion, one will find controversies not only concerning expected economic effects of sales promotion, but also regarding unexpected economic impact of sales promotion on brand image, which is the communication goal of promotion itself. If some of the brand damage effects suggested in one part of literature were accepted as possible, this would result in adverse effect of sales promotion in comparison to other marketing communication tools. All of the above warns of the need to very carefully plan sales promotion activities undertaken by a food company, which requires the possibility of measuring communication effects of sales promotion. This article presents a method of measuring communication effects of sales promotion using the metric conjoint analysis technique on the example of a dairy product.
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| first_indexed | 2024-03-13T10:49:05Z |
| format | Article |
| id | doaj.art-399a22000f1445ad80a63374d8811c49 |
| institution | Directory Open Access Journal |
| issn | 0352-3462 2334-8453 |
| language | English |
| last_indexed | 2024-03-13T10:49:05Z |
| publishDate | 2013-01-01 |
| publisher | Naučno društvo agrarnih ekonomista Balkana, Beograd; Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, Bukurešt |
| record_format | Article |
| series | Ekonomika Poljoprivrede (1979) |
| spelling | doaj.art-399a22000f1445ad80a63374d8811c492023-05-17T16:59:05ZengNaučno društvo agrarnih ekonomista Balkana, Beograd; Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, BukureštEkonomika Poljoprivrede (1979)0352-34622334-84532013-01-01601MEASURING THE COMMUNICATION EFFECTS OF SALES PROMOTION IN A FOOD COMPANYInes Mesaroš0Nenad Đokić1Mirjana Penić2Faculty of Economics, SuboticaHigher School of Professional Business Studies, Novi SadDepartment of Geography, Tourism and Hotel Management, Faculty of Science, University of Novi Sad Consumer targeted sales promotion activities, especially discounts and complimentary products, are frequently pursued in food industry. Their fundamental goal is to boost sales over a given period, with short-term effects. However, studying literature dealing with effects of sales promotion, one will find controversies not only concerning expected economic effects of sales promotion, but also regarding unexpected economic impact of sales promotion on brand image, which is the communication goal of promotion itself. If some of the brand damage effects suggested in one part of literature were accepted as possible, this would result in adverse effect of sales promotion in comparison to other marketing communication tools. All of the above warns of the need to very carefully plan sales promotion activities undertaken by a food company, which requires the possibility of measuring communication effects of sales promotion. This article presents a method of measuring communication effects of sales promotion using the metric conjoint analysis technique on the example of a dairy product. https://www.ea.bg.ac.rs/index.php/EA/article/view/508sales promotion, metric conjoint analysis, food company. |
| spellingShingle | Ines Mesaroš Nenad Đokić Mirjana Penić MEASURING THE COMMUNICATION EFFECTS OF SALES PROMOTION IN A FOOD COMPANY Ekonomika Poljoprivrede (1979) sales promotion, metric conjoint analysis, food company. |
| title | MEASURING THE COMMUNICATION EFFECTS OF SALES PROMOTION IN A FOOD COMPANY |
| title_full | MEASURING THE COMMUNICATION EFFECTS OF SALES PROMOTION IN A FOOD COMPANY |
| title_fullStr | MEASURING THE COMMUNICATION EFFECTS OF SALES PROMOTION IN A FOOD COMPANY |
| title_full_unstemmed | MEASURING THE COMMUNICATION EFFECTS OF SALES PROMOTION IN A FOOD COMPANY |
| title_short | MEASURING THE COMMUNICATION EFFECTS OF SALES PROMOTION IN A FOOD COMPANY |
| title_sort | measuring the communication effects of sales promotion in a food company |
| topic | sales promotion, metric conjoint analysis, food company. |
| url | https://www.ea.bg.ac.rs/index.php/EA/article/view/508 |
| work_keys_str_mv | AT inesmesaros measuringthecommunicationeffectsofsalespromotioninafoodcompany AT nenadđokic measuringthecommunicationeffectsofsalespromotioninafoodcompany AT mirjanapenic measuringthecommunicationeffectsofsalespromotioninafoodcompany |