Sales Promotion Analysis : Measuring Consumer Purchase Motivations in a Coupon Promotion / Brooke Reavey.

Format:

Book

Author/Creator:

Reavey, Brooke, author.

Language:

English

Subjects (All):

Sales promotion.

Sales promotion--Data processing.

Physical Description:

1 online resource

Other Title:

Sales Promotion Analysis

Place of Publication:

[Place of publication not identified] : SAGE Publications, Inc, 2024.

Summary:

In this Data Challenge, students read about the protagonist Xochitl Gonzalez, a junior marketing analyst for Cerealific Brands. Xochitl's boss asks her to determine whether a sales promotional coupon printed on cereal boxes helped increase sales during the promotional period or if they lost money during the promotion. Next, Xochitl's boss asks her to analyze survey data to understand consumer motivations to purchase the cereal. She must determine whether the coupon affected consumers' decision to buy the cereal. This Data Challenge works well in introductory courses in marketing analytics, marketing research, business intelligence, and sports marketing at the undergraduate and graduate levels. Students should have a working knowledge of analyzing data in Excel. Additionally, the questions require that students are familiar with pivot tables and calculating equations in Excel.First, students analyze fictitious gross sales volume (GSV) data to determine if there is a difference in sales during the promotional period as a way to examine behavioral data. They use Excel formulas to calculate the coupon redemption rate, promotional lift, and lift percentage. Students who wish to challenge themselves will calculate the return on marketing investment (ROMI). Next, to understand shoppers' attitudinal motivations, students analyze the survey data of 1,081 respondents.Respondents who purchased the cereal during the sales promotional period are broken into 8 segments (i.e., Autopilots, Pressured Organizers, Healthy Enthusiasts). The students explore survey tables (also known as data tabs) that contain summarized survey data to see if there is a difference in attitude among the various segments on several survey questions. Upon analyzing the attitudinal (survey) data and comparing the results from the behavioral (GSV) data, students determine whether the promotion was successful.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-0719-5921-2

9781071959213

OCLC:

1463990766