Skirtingas lojalumo stadijas pasiekusių vartotojų pardavimų skatinimo požymių vertinimas

LTOrganizacijų vykdomas pardavimų skatinimas skiriasi priklausomai nuo vartotojų poreikių, kadangi skirtingas lojalumo stadijas pasiekę vartotojai pasižymi skirtingais poreikiais. Norint, kad pardavimų skatinimas būtų efektyvus, jis turi atitikti specifinius kiekvienos stadijos vartotojų poreikius. Siekiant nustatyti, kokie pardavimų skatinimo pasiūlymai yra tinkamiausi konkrečiai lojalumo stadijai priskiriamiems vartotojams, buvo atlikta „Conjoint analizė“. [Iš leidinio]Reikšminiai žodžiai: Pardavimų skatinimas; Pardavimų skatinimo požymiai; Vartotojų lojalumo stadijos; Customer loyalty stages; Sales promotion; Attributes of sales promotion.

ENThe effectiveness of sales promotion used by organizations depends on various factors. One of these factors is the fulfilment of customers’ needs. According to the customer’s loyalty stage, the benefits influencing his/ her buying decision differ. Consequently, distinct techniques of sales promotion have to be applied for the customers belonging to different loyalty stages. Therefore, benefits motivating customers belonging to a particular loyalty stage are emphasized. It is important for Lithuanian managers to understand that usage of sales promotion in accordance to customer loyalty stage makes it possible to increase customer satisfaction and loyalty. The analysis of scientific literature indicates that incorrect usage of sales promotion does not bring profit to an organization – it even can be harmful. Imprudent usage of price promotions reduces brand’s value perception. Customers can temporarily stop buying product, waiting for future discounts. In this waiting period, the relationship between customer and the brand can be forgotten. In such case competitors are free to allure organization’s customers with their deals. Scientific problem analyzed in the article is how to propose the offering of sales promotion to better correspond the needs of customers’ being on different loyalty stages. Object of the research – attributes of sales promotion. Purpose of the research is to estimate the evaluations of attributes of sales promotion provided by customers being on different loyalty stages. The research of the evaluation of attributes of sales promotion was provided in the cosmetics and perfumery product store chain. 387 respondents participated in the research. As the research method „Conjoint analysis“ was applied.The analysis of the research data has led to the following conclusions: Respondents belonging to any loyalty stage evaluated sales promotion negatively when they have to provide personal data; Customers belonging to the first, second and third loyalty stages better evaluated sales promotion when they were not asked to perform any additional actions. Conversely, customers belonging to the fourth loyalty stage preferred sales promotion which required performing additional actions; Customers evaluated unlimited sales promotion better. This preference has synchronized opinions of all customer loyalty stages; Customers belonging to the fourth loyalty stage evaluated sales promotion offered only for participants of loyalty programs better, while other customers (belonging to first, second and third loyalty stages) gave better evaluation to sales promotion which does not make them think about fulfilment of the program requirements; Sales promotion providing a mix of price- based and non-price-based benefits was better evaluated by customers as opposed to exceptionally price and non-price promotions. However, with the growth of customer loyalty stage the valuation of sales promotion providing non-price-based benefits increases; Customers evaluated sales promotion negatively, when they had to wait for its results. Respondents preferred sales promotion, the benefits of which were available at the point of purchase immediately. [From the publication]