The Effects of Sales Promotion on Post Promotion Behaviors and Brand Preferences in Fast Food Restaurants

• 발행기관: 한국문화관광학회
• 저자명: Hany Hosny Sayed Abdelhamied
• 간행물 정보: 『문화관광연구』제14권 제2호, 7~22쪽, 전체 16쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.12.31

영문 초록

Sales promotions work to stimulate and induce choice of customers in restaurants. However, the benefits of the sales promotion may be offset by undermining sales power and preferences of products being displayed when they are no longer promoted. The sales promotions havebeen long employed in marketing practices for attracting customers and researched academically, but a clear understanding of the impacts of sales promotion on products’ sales power and preferences post the promotion, has not been clearly obtained. The current study aims to explore the effects of sales promotion on post promotion behavior such as customer loyalty and purchase behavior in fast food in Egypt .Further the study also investigated the products’ preferences in fast food restaurants after terminating the promotion period. A semi structured questionnaire has been developed and distributed over patrons in fast foodoutlets. The empirical results revealed that sales promotion can be very effective marketing techniques in creating traffic in restaurants and affect on quantity purchase. Despite the sales promotion considered a successful strategy to encourage frequent visits to fast food outlets, it affect negatively onproducts preferences’ especially post the promotion.

목차

[ABSTRACT]

Introduction

Literature Review

Methodology

Data Analysis

Results and Discussion

Managerial Implication

References

키워드

Sales Promotion Product Preference Fast Food Restaurants