<p> Some managers lack an effective strategy for aligning sales promotion strategies with consumers' buying attitudes in a recession. The intent of this comparative design was to determine the most effective sales promotion strategy for sales improvement and business sustainability during a recession. The theories of (a) sales promotions, (b) consumer behavioral metrics, (c) price reductions, and (d) strategy in a competitive environment represented the theoretical framework that grounded and complemented this research. Using a confidential paper-based survey and random sampling method, preference data were obtained from 287 consumers in retail stores located in a city in the southern United States. This analysis comprised examining the effects of types of sales promotions and gender of customers. Statistical tests for the data analysis encompassed a 4X2 ANOVA and Bonferroni post hoc tests for mean pairs. The principal findings from the analysis were that there is a significant difference in buying attitudes means among the 4 types of sales promotion in a recession [<i>F</i>(3, 279) = 101.360; <i>p</i> = .000 < .001; <i>Partial &eegr;²</i> = .522]. However, there is no significant difference in buying attitudes means in a recession [<i> F</i>(1, 279) = .000; <i>p</i> = .999 > .05; <i>Partial &eegr;² </i> = .000] between genders. Price discount strategy had a higher buying attitudes mean than did any other type of sales promotion under study for both genders. The most effective strategy for aligning sales promotions with buying attitudes in a recession is price discount. Implications for business practice and positive social change include the sales increase in a recession, improvement of lifestyle of individuals, and reduction of negative tendencies such as crime and poverty associated with unemployment. </p>
| Identifer | oai:union.ndltd.org:PROQUEST/oai:pqdtoai.proquest.com:3688485 |
| Date | 21 April 2015 |
| Creators | Adjagbodjou, Paulin |
| Publisher | Walden University |
| Source Sets | ProQuest.com |
| Language | English |
| Detected Language | English |
| Type | thesis |
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