Finding the best promotional strategy for influencing the purchase of instant coffee by shoppers, A case study on Nestle Bangladesh Limited.

Abstract

In this research, I will ask whether consumers purchase instant coffee without receiving any incentives, and if not, how sales promotions influence consumer purchasing behaviour. After conducting a thorough survey, we discovered that sales offer strategies (Sales Promotion) have a beneficial impact on shoppers' purchase decisions. It is critical for businesses to understand which marketing methods are most effective in their industry. Because the instant coffee industry in Bangladesh is so competitive, businesses must constantly introduce new ways to market their products to keep up with market trends and demand. Companies must invest considerably in marketing expenditures to increase product awareness. Companies must prosper in sales after a successful campaign of raising awareness in order to persuade consumers to buy the product. A sales promotion or offer plan is one of the practical choices for promoting a product that eventually drives sales in the instant coffee sector. I also tested two other strategies: influencer marketing and a product sale discount combined with a sales promotion or offer strategy to see which one would work best in the food business. I discovered a positive attitude among consumers regarding sales promotion or offer strategy after conducting a successful survey of a sample of the population, as opposed to the other two possibilities indicated above. I also discovered that consumers enjoy receiving incentives, which will pique their curiosity in buying a product. The findings of this research will be especially useful to businesses that take a conservative approach to marketing expenses, focusing on a single strategy. Furthermore, the findings of this analysis might help larger companies determine their ideal marketing mix for promoting their goods.