Marketing Innovation: Advertising in Super Markets through Sales Force
The main purpose of this study is to examine the impact of advertisement on customers buying behavior in super markets in Wuhan,P.R.China.Since super markets have huge sales force therefore this paper looks in to the prospects of using the sales force as a tool of advertisement.A questionnaire survey was conducted to collect data.The sample of this study consisted of 375 customers including 110 foreign customers living in Wuhan.The five basic purchasing behaviors of customer with respect to super market were addressed in the questionnaire.The responses to the questionnaire were content analyzed with percentages.The result revealed that most customers purchase their required goods from supermarkets but do not consider the recommendation of salespersons.Also customers purchase 50 to 60 percent of their required products advertised through media,leaving a large portion of products bought by self decision at the spot.Therefore,it is proposed that sales force should be used for effective marketing and sales enhancement in Chinese super markets.
Sales force Supermarket Media Customer behavior
Abhinav Kishore
School of Management,Wuhan University of Technology,Wuhan,P.R.China,430070
国际会议
第三届产品创新管理国际会议(The 3rd International Conference on Product Innovation Management)
武汉
英文
2008-10-26（万方平台首次上网日期，不代表论文的发表时间）