scholarly journals EFFECT OF SALES PROMOTION PROGRAMS ON PURCHASING BEHAVIOR AT HYPERMARKETS IN RIYADH, KSA

2020 ◽  
pp. 16-31
Author(s):  
Dr. Iyad A. Al-Nsour
Keyword(s):  
Saudi Arabia ◽  
Key Words ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Purchasing Behavior ◽  
Public And Private ◽  
Price Discounts ◽  
Stratified Sample ◽  
Research Population ◽  
The City

The study aims at determining the effect of sales promotion programs using main four programs - price discounts, free samples, buying vouchers and celebrities - on purchasing behavior of consumers in Saudi Arabia, as well as diagnosing the statistical differences in using the sales promotion programs according to the demographical variables of the consumer. The research population consists of all Saudi and non-Saudi buyers residing in the city of Riyadh reaches 3.874 million people in 2018. The unit sample represents the total number of Saudi and non-Saudi employees working in public and private sectors in the city of Riyadh. The proportional stratified sample is used and the calculated sample size is 387 employees. The study concludes that the sales promotion programs have a positive significant effect on the purchasing behavior of the consumer, and the price discount program is the engine program of purchasing behavior. The study finds that there are statistical differences in the perception of sales promotion programs according to age, education and marital status. Finally, the study recommends a set of implications that enhance the marketing communication uses and some recommendations are presented. KEY WORDS: Sales Promotion, Purchasing Behavior , Hypermarkets , Riyadh , KSA.

scholarly journals Integrated Marketing Communication and Brand Image in Saudi Private Sector Hospitals: An Empirical Investigation

2016 ◽  
Vol 11 (11) ◽  
pp. 94
Author(s):  
Ala’Eddin Mohammad Khalaf Ahmad
Keyword(s):  
Saudi Arabia ◽  
Cultural Values ◽  
Brand Image ◽  
Business Communication ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Bottom Line ◽  
Private Hospitals

This research aims to explore how integrated marketing communication (IMC) impacts on brand image in private hospitals in Saudi Arabia. A purposive sampling technique was used to recruit 290 patients in four different hospitals. This research showed that IMC dimensions (advertising, personal selling, public relations, and WOM) had a positive effect on brand image of the private hospitals, and only one dimension, represented by sales promotion, had no effect on brand image. The paper contributes to previous research by adding to existing knowledge regarding IMC dimensions and brand image. The paper makes key recommendations towards adoption of IMC dimensions to develop and enhance the brand image of private hospitals in Saudi Arabia. re and communication values (Warner-Søderholm, 2012) are applied in this present study in order to explore to what degree cultural values impact how we form, deliver and receive an organization’s business communication messages within the Nordic cluster. Thus, this supports the proposition that better cross-cultural business communication practices contribute to an organization’s bottom line in the management game of communication today. Moreover, we contribute to the field with an analysis of the differences between managers’ cultural practices and wished for values.

scholarly journals Adaptation of the marketing communication policy of trade enterprises to the conditions of the COVID-19 pandemic

2021 ◽  
Author(s):  
Oleh Burdyak ◽  
Irуna Cherdantseva
Keyword(s):  
Retail Trade ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Retail Market ◽  
Purchasing Behavior ◽  
Communication Policy ◽  
Delivery Services ◽  
Key Indicators ◽  
The Cost

The article discovers the nature and significance of the complex of marketing communications in the market activities of trade retail enterprises of Ukraine and analyzes the features and key indicators of the development of the food retail market in recent years. Based on the results of a consumer survey and statistics on the cost of marketing communications of enterprises in 2020, individual changes in customer purchasing behavior caused by quarantine restrictions imposed due to the COVID-19 pandemic are characterized. Among these changes, attempts to reduce the number of visits and minimize the time spent in the store are highlighted, an increase in the volume of simultaneous purchases of "necessary" goods and a decrease in the number of spontaneous and unplanned purchases, a change in priorities regarding store formats and their remoteness, an increase in the popularity of online shopping and delivery services, and so on. The influence of the identified changes on the attitude of customers to marketing communications of retail trade entities is determined and possible directions for adapting the communication policy of enterprises to work in quarantine conditions are indicated. In particular, the possibilities of adapting individual advertising tools at the place of sale, advertising in social media and instant messengers, sales promotion measures, commercial propaganda and sponsorship are defined.

scholarly journals KOMUNIKASI PEMASARAN USAHA KULINER DI KOTA PEKANBARU

2019 ◽  
Vol 2 (2) ◽  
pp. 291
Author(s):  
Oktri Permata Lani ◽  
Ilham Havifi
Keyword(s):  
New Media ◽  
Public Relations ◽  
Brand Equity ◽  
Rapid Development ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Marketing Activities ◽  
The City ◽  
Business Sectors

The city of Pekanbaru is a strategic area where the population is increasing and becoming a metropolitan city. The rapid development of Pekanbaru City is also reflected in the rapid growth of businesses in various places, with various business sectors. One of the most prominent efforts is the business in the culinary field. Almost in every corner of the culinary business available in the city of Pekanbaru with a variety of culinary choices. The great desire of culinary entrepreneurs in the city of Pekanbaru in carrying out their business, maintaining, developing to become bigger and then reaching the peak. In this case, three culinary ventures in Pekanbaru, namely Martabak Djoeragan, Mini Chef and Waroenk Baper, require marketing communication in the introduction of their culinary business to the community, not only as an introduction but also to maintain the existence of their business. This study uses quality methods. The results of this study indicate that the clinical marketing communication of the clinicians in Pekanbaru Kta through advertising activities, sales promotion activities, public relations and public relations activities, personal sales activities, direct marketing activities, event activities and experiences. Besides marketing communication is also associated with brand equity, which is seen from brand awareness and response to the brand. The use of New Media is very important in maintaining, introducing, and developing its business.

scholarly journals Marketing Communication Tool on Consumer Buying Behaviour in Selected Supermarkets in Nairobi City County, Kenya

2021 ◽  
Vol 3 (2) ◽  
pp. 90-105
Author(s):  
Ayoma C Adhiambo ◽  
Jane Wanjira
Keyword(s):  
Information Exchange ◽  
Sales Promotion ◽  
Shopping Behavior ◽  
Digital Marketing ◽  
Primary Data ◽  
Marketing Communication ◽  
Purchasing Behavior ◽  
Validity And Reliability ◽  
Convenience Sample ◽  
Substantial Impact

Consumer purchasing habits have remained a challenge for marketers to grasp, and studies have suggested that the construct can be best grasped through marketing communication stimulus that is planned and implemented in the organization. However, empirical research into consumer purchasing behavior in retail supermarkets has been limited and anecdotal, particularly in Kenya, where several stores have gone bankrupt and others are trying to stay afloat. In light of this, the purpose of this study was to look at how marketing communication tools affect consumer purchasing behavior in selected supermarkets within Nairobi City County, Kenya. The tools in marketing communication adopted included; sales promotion, personal selling, direct and digital marketing. Descriptive together with the explanatory research design were applied. Customers were the study's population, with a sample size of 370 customers established using the Yamane method. The respondents for the study were chosen using the convenience sample method. Questionnaire were used in obtaining the study’s primary data. The instruments’ validity and reliability were evaluated to identify the acceptability and adequacy of the research items. The collected information was analyzed utilizing descriptive and inferential analytical methods. The data was analyzed using both descriptive and inferential statistical methods. At the 0.05 level of significance, the multiple regression approach was employed to examine the significant influence of the hypotheses formulated in this study. Research results have shown that in a sample of Nairobi City County supermarkets, consumer purchasing behavior has been significantly influenced by the integrated development of advertising communication technologies. Personal sales, direct marketing, and digital marketing, according to the findings, have had a substantial impact on consumer shopping behavior at selected supermarkets in Nairobi City County, Kenya. Advertising and sales promotions, on the other hand, were shown to have no effect on consumer behavior in a few supermarkets. Although the lack of a link between advertising and sales promotion and consumer buying behavior is indicated by the findings of insignificant effects, marketing firms may still need to focus their efforts on increasing advertisements and promotion in sales as instruments in attracting customers' desires on what is offered in the market. It is recommended that Kenyan supermarket managers use the findings to better understand people's perceptions of market offerings and information exchange on what defines public behavior.

scholarly journals Satellite imagery to select a sample of rooftops for a PV installation project in Jeddah, Saudi Arabia

2021 ◽  
Vol 2042 (1) ◽  
pp. 012014
Author(s):  
Luke S. Blunden ◽  
Mostafa Y.M. Mahdy ◽  
Abdulsalam S. Alghamdi ◽  
AbuBakr S Bahaj
Keyword(s):  
Neural Network ◽  
Saudi Arabia ◽  
Satellite Imagery ◽  
Small Sample ◽  
Small Scale ◽  
Solar Photovoltaic ◽  
Segmentation Approach ◽  
Stratified Sample ◽  
Roof Area ◽  
The City

Abstract A region-based convolutional neural network image segmentation approach (Mask R-CNN) was applied to identification of flat rooftops from satellite imagery in the city of Jeddah in Saudi Arabia. The model was trained on a small sample of rooftops (202) digitized from a 0.5 m resolution image (covering 0.21 km2) and then was applied to an independent area 4.5 km away. The precision and recall of the model were 0.98 and 0.96 respectively in terms of identifying rooftops in the independent area. A spatially stratified sample of rooftops was drawn from those identified by the model and the median roof area of the sample was not significantly different from the area as a whole. The results, although at a small scale, demonstrate the effectiveness of this approach for selecting buildings with appropriate rooftops for solar photovoltaic (PV) installation, in the context of closely spaced flat-roofed buildings, without requiring cadastral mapping or LIDAR datasets.

scholarly journals SAUDI WOMEN RESPONSE TOWARD THE PRICE DISCOUNTS IN THE LOCAL RETAIL MARKETS

2020 ◽  
pp. 31-43
Author(s):  
Dr. Iyad A. Al-Nsour ◽  
Dr. Hassan M. Somili
Keyword(s):  
Buying Behavior ◽  
Saudi Women ◽  
Price Discounts ◽  
Women's Participation ◽  
Stratified Sample ◽  
Research Population ◽  
Saudi Family ◽  
Sample Method ◽  
Contribution Level

The study aims at measuring the influence of price discounts on the women’s contribution to the buying behavior of the Saudi family, as well as determining the statistical differences in price discounts and the contribution level according to the demographical variables. The research population consists of all Saudi women in Riyadh and the total research population reaches 2204529 women in 2016. The unit of analysis is the Saudi working and non-working women who lives in Riyadh, and over 19 years old. The equal random stratified sample method is used and the sample size is 390 women. The study concludes that the price discounts have a positive significant influence on women's participation in the buying behavior of the Saudi family. It is found that there are statistical differences in the awareness level of price discount and contribution level according to demographical factors. Finally, the study recommends and suggests a set of implications that enforce the role of women in the marketing communication campaigns. KEY WORDS: Price Discounts, Saudi Women , Buying Behavior , Saudi Family, Riyadh.

Integrated Marketing Communication pada Heri Pemad Management Studi Kasus International ARTJOG MMXIX

2020 ◽  
Vol 6 (1) ◽  
pp. 1-17
Author(s):  
Cut Nailil Muna
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Evaluation Research ◽  
Personal Selling ◽  
Sales Promotion ◽  
Primary Data ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing

ABSTRAKPenelitian ini bertujuan menganalisis lebih lanjut penerapan Integrated Marketing Communication pada Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX yang diselenggarakan oleh Heri Pemad Management (selanjutnya disingkat HPM). Manfaat penelitian ini adalah memberikan kontribusi pemikiran bagi pengembangan pengelolaan manajemen seni dalam keberhasilannya meraih pasar. Untuk menjawab pokok masalah dalam penelitian ini, peneliti mengacu pada konsep komunikasi pemasaran terpadu model George dan Michael Belch (2011) yang meliputi advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity serta interactive marketing melalui tiga tahapan proses, yaitu perencanaan, implementasi, dan evaluasi. Penelitian dijalankan secara kualitatif dengan metode studi kasus. Pengumpulan data terbagi dua yaitu data primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka. Key informan dan informan yang dipilih berasal dari internal HPM dan pengunjung Festival ARTJOG MMXIX. Penelitian ini mampu menjelaskan bahwa HPM telah mengimplementasikan Integrated Marketing Communication melalui tahap perencanaan yang dimulai dari targeting, positioning, penetapan tujuan dan anggaran. Tahap implementasi, dilakukan perancangan pesan, pemilihan media, dan penerapan bauran komunikasi. Tahap evaluasi, dilakukan analisis untuk mengukur hasil akhir dari implementasi bauran IMC sekaligus mengambil tindakan korektif dalam penyelenggaraan festival tersebut. Kesimpulannya, HPM telah berhasil menerapkan konsep komunikasi pemasaran terpadu pada penyelenggaraan Festival Seni Rupa Kontemporer Internasional ARTJOG MMXIX. ABSTRACTThis research aims to further analyze the implementation of Integrated Marketing Communication at the International Contemporary Arts Festival of ARTJOG MMXIX organized by Heri Pemad Management (hereinafter abbreviated as HPM). The benefit of this research is to contribute to thinking for the development of art management in the success of achieving the market. To address the subject matter of this study, researchers refer to the concept of Integrated Marketing Communication George and Michael Belch (2011) model’s which include advertising, sales promotion, personal selling, direct marketing, Public Relations and Publicity and interactive marketing through three stages of the process, planning, implementation and evaluation. Research is conducted qualitatively with case study methods. Two data collection is the primary data through interviews and observations; and secondary data through library studies. Key informant and informant are selected from the internal HPM and visitors Festival ARTJOG MMXIX. The research can explain that HPM has implemented Integrated Marketing Communication through the planning phase starting from targeting, positioning, goal setting and budget. Implementation stage, message design, media selection and communication mix application. Evaluation stage analyzed to measure the outcome of the implementation of IMC mix and take corrective action in the implementation of the festival. In conclusion, HPM has successfully adopted the concept of integrated marketing communication at the International Contemporary Art Festival of ARTJOG MMXIX.

PERILAKU PEDAGANG MUSLIM DALAM TINJAUAN ETIKA BISNIS ISLAM (KASUS DI PASAR LOAK JAGALAN KEDIRI)

2019 ◽  
Vol 2 (1) ◽  
Author(s):  
Alwi Musa Muzaiyin
Keyword(s):  
Business Ethics ◽  
Key Words ◽  
Luxury Goods ◽  
The World ◽  
Goods Market ◽  
Islamic Business Ethics ◽  
New Goods ◽  
The Many ◽  
Used Goods ◽  
The City

Trade is a form of business that is run by many people around the world, ranging from trading various kinds of daily necessities or primary needs, to selling the need for luxury goods for human satisfaction. For that, to overcome the many needs of life, they try to outsmart them buy products that are useful, economical and efficient. One of the markets they aim at is the second-hand market or the so-called trashy market. As for a trader at a trashy market, they aim to sell in the used goods market with a variety of reasons. These reasons include; first, because it is indeed to fulfill their needs. Second, the capital needed to trade at trashy markets is much smaller than opening a business where the products come from new goods. Third, used goods are easily available and easily sold to buyer. Here the researcher will discuss the behavior of Muslim traders in a review of Islamic business ethics (the case in the Jagalan Kediri Trashy Market). Kediri Jagalan Trashy Market is central to the sale of used goods in the city of Kediri. Where every day there are more than 300 used merchants who trade in the market. The focus of this research is how the behavior of Muslim traders in the Jagalan Kediri Trashy Market in general. Then, from the large number of traders, of course not all traders have behavior in accordance with Islamic business ethics, as well as traders who are in accordance with the rules of Islamic business ethics. This study aims to determine how the behavior of Muslim traders in the Jagalan Kediri Trashy Market in buying and selling transactions and to find out how the behavior of Muslim traders in the Jagalan Kediri Trashy Market in reviewing Islamic business ethics. Key Words: Trade, loak market, Islamic business

Towards a Customized¬ Awareness Campaign to Educate the Public about COVID-19: Development and Validation of a Messaging Campaign to Promote Precautionary Behavior Using Geospatial Intelligence in Saudi Arabia (Preprint)

2020 ◽  
Author(s):  
Mayda Alrige ◽  
Hind Bitar Bitar ◽  
Maram Meccawi ◽  
Balakrishnan Mullachery
Keyword(s):  
Artificial Intelligence ◽  
Saudi Arabia ◽  
Content Validity ◽  
Awareness Campaign ◽  
Artificial Intelligence Technique ◽  
The Public ◽  
High Infection ◽  
Local Map ◽  
The City ◽  
Intelligence Technique

BACKGROUND Designing a health promotion campaign is never an easy task, especially during a pandemic of a highly infectious disease, such as Covid-19. In Saudi Arabia, many attempts have been made toward raising the public awareness about Covid-19 infection-level and its precautionary health measures that have to be taken. Although this is useful, most of the health information delivered through the national dashboard and the awareness campaign are very generic and not necessarily make the impact we like to see on individuals’ behavior. OBJECTIVE The objective of this study is to build and validate a customized awareness campaign to promote precautionary health behavior during the COVID-19 pandemic. The customization is realized by utilizing a geospatial artificial intelligence technique called Space-Time Cube (STC) technique. METHODS This research has been conducted in two sequential phases. In the first phase, an initial library of thirty-two messages was developed and validated to promote precautionary messages during the COVID-19 pandemic. This phase was guided by the Fogg Behavior Model (FBM) for behavior change. In phase 2, we applied STC as a Geospatial Artificial Intelligence technique to create a local map for one city representing three different profiles for the city districts. The model was built using COVID-19 clinical data. RESULTS Thirty-two messages were developed based on resources from the World Health Organization and the Ministry of Health in Saudi Arabia. The enumerated content validity of the messages was established through the utilization of Content Validity Index (CVI). Thirty-two messages were found to have acceptable content validity (I-CVI=.87). The geospatial intelligence technique that we used showed three profiles for the districts of Jeddah city: one for high infection, another for moderate infection, and the third for low infection. Combining the results from the first and second phases, a customized awareness campaign was created. This awareness campaign would be used to educate the public regarding the precautionary health behaviors that should be taken, and hence help in reducing the number of positive cases in the city of Jeddah. CONCLUSIONS This research delineates the two main phases to developing a health awareness messaging campaign. The messaging campaign, grounded in FBM, was customized by utilizing Geospatial Artificial Intelligence to create a local map with three district profiles: high-infection, moderate-infection, and low-infection. Locals of each district will be targeted by the campaign based on the level of infection in their district as well as other shared characteristics. Customizing health messages is very prominent in health communication research. This research provides a legitimate approach to customize health messages during the pandemic of COVID-19.

Auditing, Attestation, and Financial Reporting for an Early American Charity

2017 ◽  
Vol 44 (2) ◽  
pp. 27-46
Author(s):  
Michael Braswell ◽  
Roger B. Daniels
Keyword(s):  
Financial Reporting ◽  
Agency Costs ◽  
Governance Structure ◽  
Social Costs ◽  
Limited Resources ◽  
Public And Private ◽  
Early American ◽  
Financial Condition ◽  
The City

ABSTRACT Our study examines assurance and attestation practices of the Charleston Orphan House from 1790 to 1825 and represents a response to Alchian and Demsetz's (1972) call for research into the nature of stewardship and agency costs among nonprofits by providing evidence of the largely unexplored early American practices (Moussalli 2008; Sargiacomo and Gomes 2011). We document the origins of the assurance and attestation techniques used to legitimize the Charleston Orphan House and to minimize the agency costs faced by its public and private funders. We find that assurance and attestation practices were reflected in the routine publication of the Committee on Accounts reports that served as vital elements of a governance structure that enabled the municipality and philanthropists to monitor the financial condition of the institution. These oversight efforts helped minimize agency costs that naturally arose between the Orphan House and resource providers, making it possible for the City of Charleston and private funders to efficiently allocate limited resources to mitigate social costs of managing the post-revolutionary orphan problem. Our findings provide new insights into early assurance and attestation practices and support Alchian and Demsetz's (1972) conjecture that nonprofits face similar economic motivations for utilizing financial reporting, auditing, and attestation as monitoring mechanisms as do their profit-seeking counterparts.

Sign in / Sign up

Export Citation Format

Share Document