Consumer acceptance of culinary products with the aid of sales promotion

Abstract

In this report, we will ask some questions like whether consumers try out new culinary products without any incentive given to them, and if not so will sales promotion influence the purchasing behavior of consumers. After effective survey taking, we concluded that sales discount and offer strategy (Sales Promotion) positively impact shoppers' purchasing behavior. For companies, it is essential to know which one of the marketing strategies is effective for their particular industry. As the culinary industry is quite competitive in Bangladesh, companies continuously need to bring new products to satisfy market trends and demand. To uplift the awareness of their product, companies need to invest heavily in marketing expenditures. After a successful campaign of uplifting awareness, companies need to thrive in sales to make consumers try the new product. For the culinary industry, a sales promotion strategy is one of the practical options to promote a product that ultimately drives sales. We also took two different options: influencer marketing and free sampling of the product along with sales promotion to test which option will thrive in the food industry. After taking a successful survey from a sample of the population, we saw a positive attitude of consumers towards sales promotion compared to the other two options mentioned above. We also found out that consumers like incentives given to them, which will ultimately spark interest in trying out the new product. The analysis from this report will particularly help companies with a conservative approach in marketing expenditures, narrowing down the focus to a particular strategy. Moreover, big corporations can also find out their perfect marketing mix for promoting their product from the results of this report.