Types of Sales Promotion Influencing the Product Buying of Modern Trade Drug Store in Bangkok

Journal article

Authors/Editors

Strategic Research Themes

Publication Details

Author list: Nasreen Sangwiman;Watcharapoj Sapsanguanboon

Publication year: 2020

Volume number: 12

Issue number: 2

Start page: 36

End page: 49

Number of pages: 14

ISSN: 1905-713X

URL: https://so01.tci-thaijo.org/index.php/bahcuojs/article/view/179209

Abstract

The objective of this research is to study types of sales promotion and personal characteristics influencing the products buying for drug store consumers in Bangkok. The number of non-pharmaceutical products in drug store has been increasing.Therefore, this research is interested in types of sales promotion that influence the buying. There are 11 types of sales promotion, which are: discount products, discount coupons, advertising at the point of sale, cash coupons, other giveaways, money-back guarantee, sample products, sweepstakes, buy 1 get 1, trade fairs, and premium products.This research employs quantitative research method using questionnaires to collect data with multi-step sampling for 400 samples. The statistics used are Descriptive statistics, Chi-Square and Linear regression analysis. The results find out that 1) the top 5 sale promotions are buy 1 get 1, discount products, cash coupons, premium products, and discount coupons respectively 2) Gender and education levels are significantly related to the frequency of purchases in retail drug stores. The age and the average income are significantly related to the average cost of buying in retail drug stores.Modern trade drug store can use the result as a guideline to develop their sale promotions.

Keywords

การซื้อสินค้า, การส่งเสริมการขาย, ร้านยาค้าปลีกสมัยใหม่