Fblt055 : Promotional Activities : Assessment Answers
For the applied project you will do the following:
2) Determine your population of interest - This is the population that you would like to understand. Your population of interest may be your community (you must specify exactly what qualifies as your community), RTC, Renton, King County, or Seattle.
3) Create a sampling frame - For this project this means that you determine where you will collect your data. It should be a place that is representative of your population of interest.
4) Sample correctly - Since you will be stopping people and asking them to respond to your question(s), you should be concerned about any biases that you might be introducing to your sample of 30 respondents (people). Refer to the "Step-by-Step" example on pages 329 - 330, and sections 10.6 and 10.7 (pages 331 - 335) in your text.to help you with this and other important issues such as the phrasing of the question. You should have your data collected by 3/16. Get started with the data collection as soon as practicable because, depending on your questions, it might take you several hours to collect the data.
Collecting answers from respondents (people) can be an opportunity to develop your social skills. Most people, when approached in a calm and straightforward manner will be easy to work with, regardless of whether they answer your questions or not. However, some people can be very nasty, and you must not respond to that nastiness by being nasty. People who are nasty usually are people that are hurting in some way. So, if someone acts nasty, avoid confrontation.
5) Create a confidence interval - Using the data that you collected, create a confidence interval that addresses your question. Confidence intervals are discussed in chapters 13 and 14. Chapter 13 talks about confidence intervals for a proportion (categorical data), and chapter 14 talks about confidence intervals for a mean (quantitative data). However, we will first need to discuss chapter 13 (includes sampling distributions) in order to understand how confidence intervals work. So, after we cover these topics, you will be prepared to create a confidence interval based on your collected data.
6) Analyze - Create a summary of the results of your data. In other words, tell the reader of your study (your survey) what the data says in relation to your original question(s). You will do this by showing the reader your confidence interval, and correctly interpreting the interval.
Answer
Impact of Promotional Activities on Consumer buying Behaviour in Cosmetics: A case study of King County, Washington.
Problem Statement and Research Question
Advertisement or promotion has been studied for decades by various scholars. According to the research by de Magistris and Gracia (2008) on the Mexican cosmetics industry, the perception of the buyers is influenced by the strategic positioning and aggressive selling which also helps in building the long-lasting customer attitude on the brand. Lu and Yu-Jen Su (2009) argues that it is social, cultural and individual factors that affect the consumer’s choice of mobile phones. The basis for this study is the conflicting findings on the impact of promotional activities on consumer buying behavior.
Research Question
Do promotional activities influence consumer buying behavior of cosmetic products? If yes which types of promotional activities?
Population
The study population consisted of the customers that visited different cosmetics outlet in King County, Washington. The target population was 300 and is shown in table 1 below
Table1: Target Population
|
Category of Respondents |
Number |
|
Male |
100 |
|
Female |
200 |
|
Total |
300 |
Sampling Frame
A sample of 30 respondents was sampled and participated in the study. This sample size sufficiently represented the entire population and enabled the researcher to achieve the aim of examining some elements of the population and to derive conclusions about the whole population. The location of the sample population was at the cosmetic shops and was a representation of the entire population because the shops were strategically located at the Central Business district of King County where most of the people passed by.
Sampling Issues
The researcher faced unresponsiveness from some consumers who were not willing to participate in the interview and could sometimes response rudely. There was also financial constraints which forced the researcher to settle for the minimum sample size of 30 respondents.
Findings
Table 3.2 Population demographics
|
Age |
Gender |
|
|
|
|
Male |
Female |
Total |
|
25-30 |
2 |
5 |
7 |
|
31-35 |
4 |
9 |
13 |
|
36-40 |
3 |
3 |
6 |
|
41-45 |
1 |
2 |
3 |
|
46-50 |
0 |
1 |
1 |
|
|
|
|
30 |
Table 3.3: Promotional strategies influencing consumer buying behavior
|
Promotional activities |
Influence |
Percentage |
|
Digital marketing |
19 |
63% |
|
Creative packaging |
7 |
23% |
|
Makeover strategies |
3 |
10% |
|
Issued free samples |
1 |
3% |
|
Total |
30 |
100% |
|
Mean |
7.5 |
|
|
SD |
8.062258 |
|
Calculation of CI
Subtract 1 from sample size. 4-1 = 3 (df)
(1-95)/2 = 0.25
From t distribution table, 3 df and α = 0.025, is 3.182
Dividing sample sd by square root of sample size
8.06/ √(3) = 4.65344317
4.65344317 x 3.182 = 14.80725617
Lower end
7.5-14.8 = 7.3
Upper end
7.5 + 14.8 = 22.3
Summary and Conclusion
According to the study findings, the buying behavior of consumers is affected by different types of promotional activities. The researcher found out that promotional activities such as digital marketing, creative packaging, makeover, and providing samples for free attract the attention of buyers thus influencing their purchase decisions. Therefore, organizations in the cosmetic industry should focus more on influencing the purchase decisions through investing in promotional activities that interest the consumers in order to increase sales and revenue.
References
deMagistris, T. and Gracia, A., 2008. The decision to buy organic food products in Southern
Italy. British Food Journal, 110(9), pp.929-947.
Lu, H.P. and Yu-Jen Su, P., 2009. Factors affecting purchase intention on mobile shopping
web sites. Internet Research, 19(4), pp.442-458.
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