An assessment of sale promotion program on corporate image and customer buying behavior. (c1997)

Abstract

Consumer behavior is the indispensable condition upon which all market planning and strategies must be predicted. Consumer behavior and marketing are two terms or concepts that are inextricably bound together. The marketing concept emphasizes a basic reorientation of the company from looking inward toward its products to looking outward toward its customers. What we are concerned with is how marketers utilize behavioral information in order to do a marketing job, that is to perform the business activities that direct the flow of goods and services from producers to consumers or users. In turn, consumer behavior is only the total reaction of the human organism to any attempts to get him to accept an idea or to undertake an action of any kind proposed by others. However, it is important to recall that consumer behavior changes rapidly. A business firm may become a marketing firm depending upon how it sees its role in relationship to consumers. Wise managers believe that the best way to attain profit maximization is through supplying what the customer wants. The research at hand describes one of the important elements of the promotion mix and assesses its importance, implications, and practices especially in regard to the Lebanese economy. This analysis is conducted concerning sales promotion programs, practices because of its importance to the success and growth of any business company. As the Lebanese civil war was put to an end, Companies are striving to regain efficiency and productivity as well as joining the fleet of international trade. Even small companies (in terms of capital, funding resources, human skills and so on) are trying to defend their market positioning along with their established market shares against the forward coming competition. This research is crucial to any organization that aims to meet the current and potential demands of the ever growing consumer base and provide alternatives to the expanding challenges imposed on the market.