The Effectiveness Of Monetary And Non Monetary Promotions Of Foreign Brands On Customers Purchase Intention In Switzerland

Sales promotions play a critical role in a company’s overall marketing strategy,serving multiple purposes such as enhancing brand awareness,stimulating consumer demand,driving sales,and attracting new customers.By offering discounts,coupons,free gifts,and other promotions,companies can motivate consumers to make purchases they may not have otherwise made.This is particularly true for consumers who have yet to decide whether to buy a product or service.A well-designed sales promotion can push them towards making a purchase,increasing the likelihood of a sale and boosting revenue for the company.Furthermore,sales promotions can also help to build customer loyalty,which can have long-term benefits for a company.By offering exclusive promotions to existing customers,companies can incentivize repeat purchases and foster a sense of brand loyalty.This can ultimately lead to increased customer lifetime value and more sustainable revenue streams.Understanding the impact of different types of sales promotions and their effect on purchase intention is crucial for companies seeking to maximize the return on their marketing investment.By conducting research to identify the most effective promotions for their target audience,companies can develop targeted marketing strategies that will help to drive up purchase intention and increase revenue.This research analyzes how different types of sales promotions(monetary and nonmonetary)and different values(high and low)can influence the purchase intention of consumers.Perceived risk as a mediator was used to analyze how perceived risk,more specifically financial and performance risk,potentially influences the relationship between the independent and dependent variables.This research was conducted by the distribution of a survey to the Swiss population.The results showed that sales promotions do have a positive impact on purchase intention,and increasing the value of the promotion increases the attractiveness of the offer to consumers.However,perceived financial and performance risk did not increase as promotion values increased,indicating that Swiss consumers are less risk-averse than those in other countries where studies had been done before.The study also found that Swiss consumers place a high emphasis on the value and quality of products when making purchasing decisions,suggesting that companies should focus on showcasing the value of their products to build customer loyalty and increase purchase intention.Overall,this study provides useful insights for foreign companies seeking to develop effective strategies to drive up purchase intention among Swiss consumers.By understanding the needs and preferences of the Swiss population,companies can tailor their marketing promotions and pricing strategies to better meet the demands of this unique market.These findings also contribute to the growing body of research on sales promotions and their impact on consumer behavior.