A research report submitted to the Faculty of Commerce, Law and
Management, University of the Witwatersrand, in partial fulfilment of the
requirements for the degree of Master of Management in the field of
Strategic Marketing
Johannesburg, 2017 / Sales promotions are ever-present occurrences in modern day markets with
companies using them as part of their marketing mix (Blattberg & Neslin, 1990).
They also have the ability to effect customer satisfaction and in turn the brand
loyalty for that consumer (Li-Xin & Shou-Lian, 2010).
Bawa and Shoemaker (2004) found links between non-monetary sales
promotions and the brand loyalty of a consumer. Consumers exposed to sales
promotions usually had increased purchasing probability and enhanced loyalty to
the brand, compared to consumers that were not exposed to the promotion.
This study set out to establish the effects on the attitudinal loyalty of consumers
who missed the opportunity to partake in a free premium sales promotion.
Utilizing a quantitative research methodology, data was collected by means of a
structured questionnaire from respondents in South Africa. Internal factors such
as the consumers experience of cognitive dissonance; emotion showed towards
the brand; and their attitudes towards the brand, were measured and analysed
through factor analysis.
The most notable finding from the study was that the effect on a consumer’s
attitudinal loyalty was contained to the attitude they have towards the brand,
irrespective of the level of dissonance that might appear or even the emotional
feelings they might have for the brand.
Missing the sales promotion would almost certainly alter their perception of the
brand and change the internal factors a consumer turns to when searching for
information and evaluating their post-purchase consumption. Ultimately, a
missed free premium sales promotion will do very little to destroy any brand
loyalty that is already present with that consumer. / MT2017
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:wits/oai:wiredspace.wits.ac.za:10539/23054 |
| Date | January 2017 |
| Creators | Geldenhuis, Dewald |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Format | Online resource (xii, 94 leaves), application/pdf |
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