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VOL. 5, ISSUE 2 (2023)
The effectiveness of sales promotions on building brand value in super markets
Authors
Dr. A Gokulakrishnan, Mofika S A, K Thirumalvalavan, Dr. V Vetrivel, Dr. K Vinayagam
Abstract
In this study, we have explored the effectiveness of sales promotions
on building brand value in super markets. We began by understanding the
importance of brand value and how it contributes to a company's success in
today's competitive market. Brand awareness, brand positioning, brand
association, brand image, brand trust, brand loyalty, and brand reputation were
identified as crucial determinants of brand value. Next, we examined the role
of sales promotions in enhancing these key aspects. Sales promotions such as
discounts, coupons, demonstrations, gifts, and contests were found to be
effective tools for creating awareness about a product or service and
influencing consumer perceptions positively. Through a review of existing
literature on the topic at hand, we uncovered several gaps that highlighted the
need for further research on this subject. To address this gap; our research
methodology involved collecting primary data through surveys from supermarket
shoppers regarding their experiences with different types of sales promotions
and their perception towards various brands' values. Based on our analysis; we
suggest some recommendations for supermarkets looking to enhance their branding
efforts through effective sales promotions.
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Pages:63-68
How to cite this article:
Dr. A Gokulakrishnan, Mofika S A, K Thirumalvalavan, Dr. V Vetrivel, Dr. K Vinayagam "The effectiveness of sales promotions on building brand value in super markets". International Journal of Management and Commerce, Vol 5, Issue 2, 2023, Pages 63-68
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