The diploma thesis is focused on improving the merchandising of selected company. The first part deals with definition of the theoretical framework, based on which the current situation in the company is evaluated. Through quantitative methods and individual interviews with employees of the selected company, a new store layout is proposed in such a way as to achieve the identified customer requirements, bring new customers to company, strengthen the loyalty of existing customers and at the same time increase sales.

This diploma thesis is focused on design and e-commerce marketing strategy. It mainly deals with how to increase traffic on websites and in chemist shop and increase its profit. The thesis will map the current situation of pharmacy using SWOT analysis, SLEPT analysis and Porter’s five forces model. Based on the collected data the appropriated solution will be chosen to achieve the defined goals.

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There has been significant research done on the impact of branding on consumer buying behaviour over the years, however, consumers at the bottom of the pyramid (BoP) have been ignored and very little research has been done in the South African market. This study examines the impact of brand equity on purchase intention of Parmalat yoghurt in the South African BoP market using socio-economic status, price sensitivity and sales promotion as mediating variables. Data was collected from 289 South African BoP consumers residing in Soweto. The study tested six hypotheses using PLS- SEM. Data was analysed using SmartPLS software. The results show that of the six hypotheses tested, only three are supported, namely, the relationship between brand equity and socio-economic status, socio-economic status and purchase intention and price sensitivity and purchase intention. Socio-economic status as a mediator has the most significant impact on the relationship between brand equity and purchase intention. The findings of this study give some implications for managers and marketers of yoghurt brands. Brand equity influences on purchase intention of yoghurt products and socio-economic status has the strongest mediating influence suggesting that companies must build and maintain strong brand equity in order to create a positive influence on purchase intention for their brands. Managers need to understand the underlying reasons as to why consumers would choose a competitor’s brand. Based on this study, socio-economic status and price sensitivity are the two most influencing mediators in the purchase intention of yoghurt, thus it is imperative for managers to take this into consideration when devising and implementing branding strategies.

Background: Social media influencers provide their followers with different monetary sales promotions to increase purchases by the brands they endorse. Hedonic motivation and emotions initiate each other and are fulfilled through consumers' need to act. As a result, monetary sales promotions will encourage consumers to buy unplanned purchases. Previous research recommends additional quantitative research on sales promotions and influencers, and others propose more research to fill the gap on influencers' impact on society. The interest lies in how these, in turn, affect consumers' impulsive buying behavior.  Purpose: This study aims to explain the effects of hedonic motivation and emotions, triggered by social media influencers' monetary sales promotions on consumers' impulse buying online.   Methodology: This paper is explanatory, with a deductive approach to research while utilizing a quantitative strategy to achieve a cross-sectional research design. The study has three hypotheses that were deducted based on the concepts within the theoretical framework, and the data was collected through a self-completion questionnaire to receive its final results: if the hypotheses were rejected or accepted. Furthermore, the questionnaire received a total of 105 responses. Findings: All hypotheses were statistically insignificant when tested with the control variables. However, hedonic motivation was accepted when disregarding the control variables by only testing the independent variables against the dependent. Nevertheless, all hypotheses are rejected based on their statistical insignificance. Furthermore, the findings portray that the variables are too intercorrelated. While the results did not provide any practical contribution, it acknowledged the difficulties with measuring hedonic motivation, pleasure, and arousal simultaneously with impulse buying online.   Conclusion: Based on the findings of this study, it is concluded that there are no positive effects of hedonic motivation and emotions and that these are triggered by social media influencers' monetary sales promotion on consumers' impulse buying behavior online.

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Thesis (MBA (Business Management))--University of Stellenbosch, 2009. / ENGLISH ABSTRACT: The economic downturn in South Africa since mid 2008 has transformed the motor vehicle industry into a seriously competitive marketplace. Both large and small dealerships are finding their volumes and margins under increasing pressure. Sandown Motor Holdings (Pty) Ltd has a new vision to become the finest motor group in the world. An openness to ideas and to the external environment in the learning organisation means that it can excel by exceeding customer expectations and benchmarking against the best in the class (Clarke & Clegg, 2000:5). In this light, Sandown Motor Holdings needs to adopt certain strategies, policies and practices that allows for the implementation of new ideas and quick reactions to changes in the external environment. They need to know what customer expectations are and then exceed them to enable Sandown Motors to make this vision a reality. This research report analyses the external and internal environment of Sandown Motor Holdings (Pty) Ltd in the Western Cape in an attempt to gain insight into the realities facing the company. The report becomes more focused on Mercedes-Benz Claremont as a dealership and its pre-owned vehicle sales department as the key department which serves as an outlet for trade-in pressures, but also as a profit centre which needs to be developed. Much work is done around market segmentation, product profiling and trading policies that would positively influence both pre-owned and new vehicle sales. The pre-owned strategy that emerges also highlights the necessity for an e-commerce strategy to serve as another platform from which to trade even more pre-owned vehicles. This strategy specifically aims to establish an online auction system open to traders only. The report concludes by taking a look at the new vehicle sales department. The approach taken is customer centric and relies heavily on the customer experience as a source of competitive advantage over competitors. Processes and performance indicators are reviewed and an action plan is compiled and put in place. A detailed twelve-month marketing plan is also developed and is included as an appendix. The author believes these strategies are crucial for short-term profitability, long-term survival and the satisfaction of all stakeholders. AFRIKAANSE OPSOMMING: Die ekonomiese afplatting in Suid-Afrika sedert die middel van 2008 het die motor-industrie in ‘n streng kompeterende arena omskep. Beide groot- en kleinhandelaars ondervind toenemende druk op hulle volumes en winsmarges. Sandown Motor Holdings (Pty) Ltd het ‘n nuwe visie om die beste motorgroep ter wêreld te word. ‘n Openheid teenoor idees oor die eksterne omgewing in die leergierige organisasie, beteken dat dit kan presteer deur kliënteverwagtinge te oortref en hulself te kan meet teen die beste in die klas (Clarke & Clegg, 2000:5). In die lig hiervan moet Sandown Motor Holdings sekere strategieë, beleidsrigtings en praktyke aanvaar wat die implementering van nuwe idees en vinnige reaksie op veranderinge in die eksterne omgewing moontlik maak. Hulle moet weet wat die kliënte se verwagtinge is en dit dan oortref ten einde Sandown Motors se visie ‘n realiteit te maak. Hierdie navorsingsverslag analiseer die eksterne en interne omgewing van Sandown Motor Holdings (Pty) Ltd in die Wes-Kaap in ‘n poging om insig te verkry in die realiteite wat die maatskappy in die gesig staar. Die verslag fokus op Mercedes-Benz Claremont as ‘n alleenstaande handelaarskap en sy Gebruikte-Voertuie Verkoopsafdeling as die sleuteldepartement wat dien as ‘n uitlaat vir inruil druk, maar ook as ‘n winssentrum wat verder ontwikkel moet word. Baie werk is gedoen rondom marksegmentasie, produkprofiele en handelsbeleid wat positiewe impak op beide nuwe en gebruikte verkope sal hê. Die gebruikte-voertuig strategie wat hieruit spruit beklemtoon verder die behoefte aan ‘n webgebaseerde strategie wat as ‘n verdere afsetpunt kan dien vir nog meer gebruikte-voertuie verkope. Hierdie strategie is spesifiek gemik op die daarstel van ‘n op-tyd aanlyn veilingstelsel, uitsluitlik vir die gebruik van motorhandelaars. Die verslag sluit af deur te kyk na die Nuwe-Voertuig Verkoopsafdeling. Die benadering wat gevolg word is kliëntgesentreerd en berus op die kliënt se ervaring as ‘n bron van kompeterende voordeel bo die kompetisie. Prosesse en indikators om prestasie te meet word hersien en die nodige aksieplan word opgestel en toegepas. ‘n Gedetaileerde twaalf-maande bemarkingsplan is ook ontwikkel en word ingesluit in die aanhangsels. Die skrywer glo hierdie strategieë is krities vir korttermyn winsgewendheid, langtermyn oorlewing en die bevrediging van alle belanghebbendes.

by Chan Lung Anthony, Ho Shun-Wah Montgomery. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / TABLE OF CONTENTS --- p.i / CHAPTERS / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- METHOD --- p.5 / Chapter III. --- MARKET PROFILE --- p.7 / Chapter IV. --- PRODUCT PROFILE --- p.12 / Chapter V. --- CUSTOMER PROFILE --- p.16 / Chapter VI. --- COMPANY PROFILE --- p.20 / Chapter VII. --- PRODUCT POSITIONING AND TARGET MARKET SELECTION --- p.22 / Chapter VIII. --- COMPANY'S MISSION AND GOALS --- p.27 / Chapter IX. --- MARKETING OBJECTIVES --- p.28 / Chapter X. --- PRODUCT OBJECTIVES AND STRATEGIES --- p.29 / Chapter XI. --- PRICE OBJECTIVES AND STRATEGIES --- p.33 / Chapter XII. --- PROMOTION OBJECTIVES AND STRATEGIES --- p.36 / Chapter XIII. --- SALES FORCE OBJECTIVES AND STRATEGIES --- p.40 / Chapter XIV. --- DISTRIBUTION OBJECTIVES AND STRATEGIES --- p.43 / Chapter XV. --- CONTROL --- p.47 / Chapter XVI. --- ADVERTISING PLAN --- p.48 / APPENDIX / Chapter 1. --- FINDINGS OF QUESTIONNAIRE ON TARGET GROUP --- p.53 / Chapter 2. --- QUESTIONNAIRE --- p.56 / Chapter 3. --- SUMMARY OF INTERVIEW WITH HENRY DUONG --- p.63 / Chapter 4. --- EFFECTIVE COMPARISON AMONG MEDIA --- p.64 / Chapter 5. --- EFFECTIVENESS COMPARISON AMONG NEWSPAPERS --- p.65 / Chapter 6. --- EFFECTIVENESS COMPARISON AMONG MEDIA PRODUCT --- p.66 / Chapter 7. --- SPECIALISED/VERTICAL PUBLICATION --- p.67 / Chapter 8. --- READERSHIP PROFILE --- p.68 / Chapter 9. --- FIELD SURVEY OF PRICES OF WATCHES IN HONG KONG --- p.71 / BIBLIOGAPHY --- p.72

<p>Either it is because of some significant active trends in the business world, or the attractive cut of cost and increase in profit, companies now days are focusing on sales promotion activities. But in reality, most of companies that are introducing new products are not getting what they intend to get. They are facing loses. One of the reasons is lack of understanding which specific sales promotion is preferable at that stage.</p><p>As the authors described on the background of the study, a lot of studies have been done to indicate preferable sales promotional tools for consumer’s goods. Even though those studies have found significant results, there is still a gap which needs further investigation. According to those studies, the result that indicates the more preferable sales promotional tool have to be tested under different discount magnitude range and variety of products.</p><p>Based on the above gap the study has been undertaken with the purpose of comparing two dominant sales promotional tools: price and non-price sales promotion. This comparison has been done on three new different consumer goods that have different characteristics. The authors believe that this will contribute to fill the gap on the findings of previous researches on the area of sales promotion.</p><p>To fulfill the purpose of the study, descriptive and comparative type of study has been conducted by using controlled field experiment. Data has been collected by using structured questionnaire from three undergraduate classes of Umea University, Umea, which are (i.e., classes) selected using judgmental sampling. Collected data has been analyzed using SPSS-descriptive statistics.</p><p>The result reveals that, consumers of newly introduced consumer good will use the price of the product as a cue for a quality and prefer to have cash discount rather than gift offers. More ever, marketing stimuli (i.e. sales promotion) can have impact on the occurrence of the impulse buying behavior. Therefore, companies that are introducing a new consumer product and using price sales promotion as a strategy are more likely to attract new consumers and create impulse buying behavior, which result in an increase in sales.</p>

Either it is because of some significant active trends in the business world, or the attractive cut of cost and increase in profit, companies now days are focusing on sales promotion activities. But in reality, most of companies that are introducing new products are not getting what they intend to get. They are facing loses. One of the reasons is lack of understanding which specific sales promotion is preferable at that stage. As the authors described on the background of the study, a lot of studies have been done to indicate preferable sales promotional tools for consumer’s goods. Even though those studies have found significant results, there is still a gap which needs further investigation. According to those studies, the result that indicates the more preferable sales promotional tool have to be tested under different discount magnitude range and variety of products. Based on the above gap the study has been undertaken with the purpose of comparing two dominant sales promotional tools: price and non-price sales promotion. This comparison has been done on three new different consumer goods that have different characteristics. The authors believe that this will contribute to fill the gap on the findings of previous researches on the area of sales promotion. To fulfill the purpose of the study, descriptive and comparative type of study has been conducted by using controlled field experiment. Data has been collected by using structured questionnaire from three undergraduate classes of Umea University, Umea, which are (i.e., classes) selected using judgmental sampling. Collected data has been analyzed using SPSS-descriptive statistics. The result reveals that, consumers of newly introduced consumer good will use the price of the product as a cue for a quality and prefer to have cash discount rather than gift offers. More ever, marketing stimuli (i.e. sales promotion) can have impact on the occurrence of the impulse buying behavior. Therefore, companies that are introducing a new consumer product and using price sales promotion as a strategy are more likely to attract new consumers and create impulse buying behavior, which result in an increase in sales.