Impact of promotional category management practices on the purchase intention in beauty care sector in french retail / Clara PANZANI / 2021

Titre : Impact of promotional category management practices on the purchase intention in beauty care sector in french retail Type de document : Mémoire Auteurs : Clara PANZANI, Auteur Année de publication : 2021 Importance : 26 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COSMETIQUE ET PARFUMERIE SECTEUR ; PROMOTION DES VENTES Résumé : The Hygiene and Beauty department in retail is the department representing the most references and is free of any promotional regulation. With its multitude of products, it is a highly promoted department that has been undergoing strong changes in consumption for several years and has responded to this by means of promotion. Promotion is one of the components of the marketing process of Category Management. Therefore, we conducted an on-line quantitative study to which 450 participants responded. The objective of this study was to determine if promotion impacts the shopper’s purchase intention in the Hygiene and Beauty department in French retail; and to determine if intention differs according to the type of promotion. First, the results revealed that shoppers are sensitive to promotions, their purchase intention increases if a promotion is applied. This invalidates the hypothesis that purchase intention does not vary when a promotional strategy is applied. Secondly, the results revealed that the shopper is highly sensitive to the immediate discount; however he may be more reluctant to purchase when the promotion is a discount batch or requires the loyalty card. The results of this research help justify these promotional practices which are costly for manufacturers and retailers; and allow advising Category Managers in the elaboration of their promotional strategies. Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538484