Consumer perceptions of sales promotions in Ho Chi Minh | |
| Author | Bui Hai Binh |
| Call Number | AIT RSPR no.SM-97-72 |
| Subject(s) | Sales promotion--Vietnam--Ho Chi Minh Consumer behavior--Vietnam--Ho Chi Minh |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master in Business Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-97-72 |
| Abstract | Sales promotion has been intensively used in Ho Chi Minh City as competition has more growth of a fierce competition, especially for low involvement products which usually require more promotional tactics than other products. This study was carried out to assess on the usage of sales promotion in HCMC and to see how consumers perceive promotional activities. The study also attempted to draw, some insight, from this analysis, which might serve to build a thorough promotional guide for marketers. Previously, the main users of sales promotion were all multinational corporations who implemented most of the conventional sales promotions while domestic companies took sometime to adjust. However, domestic companies have been trying to learn about this newly introduced concept by imitating their foreign rivals in the market places and they began now to retaliate foreign companies. A legal problem derived from such a retaliation was how the government may set up an efficient control system in order to maintain a fair competitive environment. Consumers show favorable attitudes toward sales promotion. In the eyes of consumers, sales promotion activities are likely the same as advertisements which are all used to retain brand image. They also believe that sales promotions promote competition and bring benefits to them. Indeed, "a small token gift could attract them in making their buying decision". Sampling is the most attractive to the consumers while lucky draw is likely to be too much trouble to bother with. Consumers seem to be insensitive to the depth of price reduction in use of coupons and price-off techniques. Our overall recommendation to promotion executives is that they have better to adopt value-added or price-cut in use of sales promotion techniques. Promotional tactics must also be differentiated by gender and income class. |
| Year | 1997 |
| Corresponding Series Added Entry | Asian Institute of Technology.|tResearch studies project report ; no. SM-97-72 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Speece, Mark W.; |
| Examination Committee(s) | Bechter, Clemens;Do Ba Khang; |
| Scholarship Donor(s) | The Government of Switzerland.; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1997 |