2939 - Asra Aamir - Advertising Sales Flyer as a Promotional Tool and Its Effect on in Store...

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LETTER OF TRANSMITTAL

Dated: 30th September 2008

Sir Ehtesham Ali

Final Project Facilitator

PAF- Karachi Institute of Economics and Technology

Dear Sir,

I am submitting the final report on Advertising Sales Flyer as a promotional tool andits effect on in-store consumer behavior. As per your advice, the report includes

objective of the study and a brief literature survey. Three different hypotheses were

developed and tested based on Simple ANOVA, Z- test, and F- test.

I am grateful for your guidance and supervision without which this report could have

not been completed.

Yours Sincerely,

(Asra Aamir)

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ACKNOWLEDGEMENT

First of all I would thank Almighty ALLAH who has guided me through out and

without whose consent I would not have been able to accomplish this task.

My Supervisor Ehtesham Ali also helped me a lot in the questioning, data collection

and preparation of this report. He was always enthusiastic and willing to teach me the

concepts about Research and Marketing with his working and practical experiences

and examples.

I am also thankful to my parents who accommodated me during those long hours of

work in my project development and all the friends and colleagues who equally

encouraged me.

I would also like to appreciate the co-operation I got from my class mates at PAF

Karachi Institute of Economics and Technology, who boosted my moral and

encouraged me to strive for better results.

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ABSTRACT

In order to remain competitive, the local retailer needs to make full use of all the tools

within the marketing management toolkit. Within this toolkit, sales promotions

have one of the strongest impacts on short-term consumption behavior, and

constitute an important element of retailer promotion activities.

According to AIDA model, ASF as a promotion tool create awareness, interest, desire

and action among consumers towards a specific price deal or a product which can

be found in the promotion. It is one of the most important media for featuring

retail and manufacturer promotions. As far as in-store consumer behavior is

concerned, it refers to the, the individual consumers purchasing patterns i.e.

purchase of promoted and non promoted products, time spent in different store

areas, search activities and the route that will be followed throughout the store

In general, understanding consumer behavior is an essential prerequisite of successful

retail marketing strategy and one of the most fundamental principles of in exerting

influence on consumer patronage decision process.

In this project report the, the focus is on knowing, if the consumers who are

influenced by ASF spend more time in store, if they spend more time in high marginal

sections, if it results in an increased search activity and if the ASF can result in that

the consumers have opportunistic behavior and consequently purchase only the

promoted products. Keeping this in context, the main purpose of this project report

was to analyze if there are in-store consumer behavior differences between the

consumers that use ASF and the Consumers that not use ASF in store.

Based on the literature survey a questionnaire was developed that was administered to

the sample size of 210 of which the major findings are discussed below:

According to the respondents opinion regarding the impact of advertising sales

flyers, determinant ASF Increase the chances of purchase of non promoted products

with the mean of 3.60 was highest and ASF Increases the in-store activity,

Generate store traffic, and Create price image with the mean 2.52 was lowest.

The respondents opinions varied substantially with the standard deviation of 0.86 to

1.10. This indicates that there was low polarization of respondents opinion on

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Generate store traffic; Move Excess inventory and Increase in the chance of

Purchase of Non-promoted products with a standard deviation of 0.86 respectively

and highest on Enhance store image with a std. deviation of 1.10.

The skew nesses for Move excess inventory, Enhance store Image, Increase

total time spent and Increase in the chance of purchase of non promoted products

were in negative that are -0.12, -0.01,-0.09 and -0.14 respectively. This indicates that

the majority of respondents opinion for these determinants was below the mean.

The skewness for Generate store traffic and Create price image were in positive

that are 0.06 and 0.03 respectively. This shows that the majority of respondents

opinion towards this determinant was higher than the mean.

Based on the theoretical framework five different hypotheses were developed and

tested which are presented below:

a) The hypothesis relating to respondents opinion of no significant difference

towards an assumption that ASF generate store traffic viz-a-viz ASF enhance store

image is rejected.

b) The hypothesis relating to respondents opinion of no significant differencetowards an assumption that ASF increases search activity viz-a-viz ASF increases

total time spent in store.

c) The hypothesis relating to respondents opinion of no significant difference

towards an assumption that ASF generate of store traffic viz-a-viz Use of ASF

create price image of a store was rejected and the null was accepted.

d) The hypothesis relating to respondents opinion of significant difference between

ASF Move excess inventories viz-a-viz Use of ASF Increase the chance of

purchase of non promoted products is accepted and the null was rejected.

e) The hypothesis relating to respondents opinion of no significant difference in

terms of all the determinants (Overall) contributing towards the impact of ASF is

rejected and the alternate is accepted.

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OBJECTIVE

Advertising sales flyer (ASF) is one of the most important media for featuring retail

and manufacturer promotions. Some retailers position themselves on the basis of

Low Prices, Everyday across a wide assortment of product categories, while others

offer temporarily deep discounts in a smaller group of categories. Keeping this in

context, the main purpose of this project report was to analyze if there are in-store

consumer behavior differences between the consumers that use ASF and the

Consumers that not use ASF in store.

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INTRODUCTION

Within the category of sales promotion, advertisement sales flyer (ASF) is one of the

most important media for featuring retail and manufacturer promotions. Some

retailers position themselves on the basis of Low Prices, Everyday across a

wide assortment of product categories, while others offer temporarily deep

discounts in a smaller group of categories. The former strategy is known as the

EDLP and the latter as Hi Lo retail strategy. The latter strategy (HiLo) tends to

make extensive use of store flyers to communicate promotional offers to the

consumers. For these retailers, ASF represent about half of the retailer

promotional budget. Consequently these retailers are dependent on several effects

(objectives) linked to the ASF in order to increase the profitability.

These effects (objectives) includes, but not limited to, the following:

1 lead to increased frequency in high margin areas

2 lead to increased numbers off racetrack

3 lead to increased time in high margin areas

4 lead to increased search activity

5 lead to increased total time in store

6 Lead to purchased of promoted products and a substantial amount of non promoted

products.

In order to remain competitive, the local retailer needs to make full use of all the tools

within the marketing management toolkit. Within this toolkit, sales promotions have

one of the strongest impacts on short-term consumption behavior, and constitute an

important element of retailer promotion activities.

According to AIDA, ASF as a promotion tool create awareness, interest, desire and

action among consumers towards a specific price deal or a product which can be

found in the promotion.

As far as in-store consumer behavior is concerned, it refers to the, the individual

consumers purchasing patterns as purchase of promoted and non promoted products,

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time spent in different store areas, search activities and the route that will be followed

throughout the store. Little research has been undertaken to understand whether the

consumer are influenced by a promotion tool as the ASF. Will those who are

influenced by ASF have different routes from those who are not influenced by ASF?

Will use of ASF result in other behavioral patterns such as increased consumers

search activity and as a consequence spend more time in high-marginal sections? Do

the ASF trigger the consumers to purchase promoted products and further influence

them to also purchase non-promoted products? In terms of time aspect; the

importance of understanding if ASF result in that consumers spend more time in-store

compared to those who do not is also very vital. Another consumer pattern which is

important to investigate is if the ASF result in that the consumers take more frequent

tours off the racetrack. In addition, do the consumers spend more time searching the

aisles as a consequence of using the ASF?

Increased traffic can be seen as an effect of the ASF and sales as an effect of ASF

found in store. However, that only looking at sales to predict the in-store effects of

ASF is to narrow.

Thus keeping this scenario in context, the purpose of this project report was to

analyze if there is in-store consumer behavior difference between the ASF using

consumer and non ASF using consumers in stores. In light of the following key

objectives which advertiser wants to achieve through ASF which are:

1. Generate store traffic

2. Move excess inventory

3. Enhance store image

4. Increase search activity

5. Increase total time spent in the store

6. Create price image

7. Increase the chances of purchase of non promoted products in substantial amount. It is

interesting to note that these objectives are more external, hence the main driver

behind using ASF should be its influence on in-store consumer behavior.

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Sales promotions are beneficial to retailers in several aspects. It is found that exposure

to the ASF result in more than 100% increase in the number of advertised products

purchased, when consumers that not are using ASF condition as a baseline. Therefore

one of the effects of ASF used in-store is that it triggers the consumers to purchase

promoted products found displayed in the ASF. Besides this it has been noted that that

the consumers that use ASF in-store, purchase more promoted products than those

who not use the ASF. The reason for this is that, advertising seen during the shopping

trip and at the point of sales has certain advantages over advertising seen during other

leisure activities. Another aspect where sales promotion is beneficial to the retailer is

if promotions encourage consumers to purchase non-promoted products. Knowing

that many of the products displayed in the ASF are products that represent small

margins, and even negative for some products, it seems clear that it is important that

the consumers not only purchasing the promoted products. Once in the store, shoppers

rarely only purchase featured products but also spend substantial amounts on non

promoted products.

Given the fact that the consumers using ASF purchase more promoted products and

less non promoted products, indicates that use the ASF influence the consumers level

of promotional purchasing. This consumer behavioral pattern is defined asopportunistic behavior. Environmental psychologists have recognized the importance

of understanding how individuals search through complex environments to locate

desired destinations. This search process commonly referred to as way finding. Way

finding has also largely been viewed as an activity in which individuals search for a

specific destination point. If the consumer is searching for the promoted products in

ASF, the placing of promoted products in-store will be the specific destination points.

Now in the presence of specific destination points the question which arises in the

mind of the advertiser is that will the use of ASF result in a different way finding

activity, i.e. that consumers that are influenced by ASF will more frequent enter these

destination points?

In addition to this, it is also observed that the customer that use ASF overall spend

more time in these areas because the products promoted often are not easy to locate in

the shelf. This is done by the retailer so that the consumers have to search for the

promoted products believing that by spending longer time in these areas the likelihood

for being displayed for non promoted products increase. From a retailer perspective,8


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understanding how the consumer move inside the store is of large relevance in order

to make sure that the layout are designed so that the consumers entering as many of

the different store areas as possible. According to the fact that none of the promoted

products in the ASF can be found by only using the racetrack throughout the store

thus, one can assume that consumers using the ASF and in the search for price

specials take a higher frequency off the racetrack.

It has also been noted that the Consumers are continually faced with the task of

finding their way through a wide variety of retail environments. The design of the

shopping environment, the nature of the search task, and the unique characteristics of

the individual, shape consumers perceptions of the shopping environment, Shoppers

perception, in turn, influences the search strategy employed by consumers.

In a nutshell, Research has also found that ASF represent about half of the retailer

promotional budget however there is no specific objective defined when it comes to

how ASF should influence in-store consumer behavior but on the basis of literature

survey, the focus of this project report would be on six objective (mentioned above)

of ASF which deemed necessary to highlight according to my understanding of the

subject study.

LITERATURE SURVEY

ASF is one of the most important media for featuring retail and Manufacturer

promotions (Arnold et al, 2001). Research has found that ASF represent about half of

the retailer promotional budget.

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The ASF are both distributed home to the consumer and found in the retail store.

When it comes to the latter, it has been found that there are no guidelines of how the

retailers should place the ASF in store.


most important media for featuring retail and manufacturer promotions (Arnold et al,

2001). Some retailers position themselves on the basis of Low Prices, Everyday

across a wide assortment of product categories, while others offer temporarily deep

discounts in a smaller group of categories. The former strategy is known as the

EDLP and the latter as Hilo retail strategy (Bell and Lattin, 1998). The Hilo strategy

tends to make extensive use of store flyers to communicate promotional offers to the

consumers (Gjibrechts, Campo and Goosens, 2003). For these retailers, ASF represent

about half of the retailer promotional budget (Ibid). In order to get a better

understanding of the ASF as a promotion tool, the AIDA model understanding is very

essential. The AIDA model is fairly simple and useful in order to analyze and

highlight that a promotion tool as the ASF have different fields of operations.

According to AIDA, ASF as a promotion tool are creating awareness, interest, desire

and action among consumers towards a specific price deal or a product which can be

found in the promotion.

IN-STORE CONSUMER BEHAVIOUR

As far as in-store consumer behavior is concerned, it refers to the, the individual

consumers purchasing patterns as purchase of promoted and non promoted

products, time spent in different store areas, search activities and the route that

will be followed throughout the store

In general, understanding consumer behavior is an essential prerequisite of successful

retail marketing strategy and one of the most fundamental principles of in exerting

influence on consumer patronage decision process (Tankred, 1999).

In this project report the, the focus is on knowing, if the consumers who are

influenced by ASF spend more time in store, if they spend more time in high marginal

sections, if it results in an increased search activity and if the ASF can result in that

the consumers have opportunistic behavior and consequently purchase only the

promoted products.

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HIGH MARGINAL AREAS

High marginal areas refers to Areas where the products found there represent on

average a higher profit margin for the retailer and consequently important that the

customers are visiting and making purchases.

Further, these areas are complementary in order for the consumers to compose

different meals, which mean that in order to put together a breakfast, lunch or a

dinner, these areas have to be visited.

TIME, FREQUENCY, SEARCH ACTIVITY AND OPPORTUNISTIC

BEHAVIOUR

To answer the questions if consumers that use ASF will spend more time in store; if

they will have increased search activity; if they spend more time and higher frequency

in high marginal areas, it is important to measure the variables as defined below:

Total time in store is defined as the time at which the consumers enter the store until

they pay the cashier minus time spent in check out line. Time spent in the checkout

line is defined as the time from the consumer get in the checkout line until the

consumer has paid the cashier.

INCREASED SEARCH ACTIVITY

Increased search activity is defined as total time in store minus time in high marginal

areas. Consequently the remaining time is spent on racetrack and in the aisles

searching.

Time in high margin areas are defined from the consumer enter the high margin area,

until they exit. In addition, be recorded the consumers need to have their head and

eyes need focused towards the shelving.

Opportunistic behavior is defined as when the consumer only purchases promoted

products displayed in ASF.

PROMOTED AND NON PROMOTED PRODUCTS

In order to answer the question if ASF trigger consumers to purchase promoted

products it is required to measure the number of promoted products purchased from

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the group that used ASF. This measurement is firstly needed to establish the effects

ASF have on purchases, and secondly to answer the question if ASF result in

opportunistic behavior. To measure opportunistic behavior one should to compare the

number of promoted products to the number of non-promoted products purchased by

the respondents that used ASF. The following definitions were used when measuring

these variables:

A promoted product is defined as a product that is displayed in ASF and located in the

high margin areas. A non-promoted product is defined as a product not displayed in

the ASF, but located in the high marginal areas.

To purchase promoted or non promoted goods is defined as that the consumers must

put the products in their basket, bring it to the check out line and pay to the cashier.

Increased traffic can be seen as an effect of the ASF and sales as an effect of ASF

found in store. However, that only looking at sales to predict the in-store effects of

ASF is to narrow.

Using advertising flyers to promote your business is a cost-effective way to get your

message to the masses. Flyers are basically full page ads that you distribute straight to

your potential customers. Flyer printing is a good option for new businesses getting

off the ground with a small advertising budget, and its a good option for established

businesses that want to directly communicate with potential customers. Full color

flyers are especially effective because they catch peoples eyes and can draw people

in to your message.

You can make black-and-white or full color flyers yourself or use a flyer printing

company, depending on your budget and how much time you have to design them.

Keep the following points in mind when creating your advertising flyer:

1 Your goal is to get peoples attention. Dont just use white paper with black

lettering if you can afford it. Some copy shops charge just a few cents more to

use colored paper and others dont charge at all for colored paper. This small

change can get your flyer noticed where it otherwise wouldnt. It is best to use

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white paper, however, if youre producing a full color flyer or if youre going

to include a photo on your flyer.

2 The purpose of a flyer is to sell. Remember that your message needs to have a

purpose and thats not just to announce your name to the public. You need to

make sure you communicate the benefits of your product or service to the

public, not just facts about your company. People want to know what you or

your product can do for them. Whats your benefit? Why should they choose

you over your competition?

3 Include a discount or incentive. People like to save money and if you include a

discount thats only available for a limited time, you create urgency. Urgency

gets people out of their houses and into your store.

4 Include a call to action. A call to action is what you want the reader to do after

theyve read your flyer. You can tell them to visit your Web site for more

information or to Call now. Combining a call to action with a discount

works well. For instance, Call us before Memorial Day to receive 10% off

your purchase!

5 Add testimonials. Use comments from past satisfied customers. Be sure to use

comments that are specific to the product, not just I love this product!

Include a full name, location and a photo if the customer allows. A lot of ads

include false testimonials from Joe S or other common names that anyone

could make up. Testimonials dont work if they look or sound fake

6 Hang them or distribute them in areas where your target audience is likely to

be. For instance, if you offer a weight loss product, hang your flyer on the

community board at the local gym. A seamstress or tailor could hang a flyer at

a dry cleaning business that doesnt have its own seamstress or tailor. Make

sure where you hang your flyers makes logical sense. A dry cleaner that has an

in-house tailor is not going to welcome your flyer.

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Keeping the above mentioned points for creating advertising flyers in mind are not

enough to enhance their effects in the in-store consumer behavior. Beside these the

following dos and donts are also mandatory to consider which strategy should be

crafted for the sales promotion.

DOS AND DONTS OF USING FLYERS FOR ADVERTISING INSERTS

You may already be using flyers as part of your marketing campaign. You probably

have full color flyers hanging up in local businesses, supermarkets and maybe

youve dropped them off door to door. If you decide to use flyers as advertising

inserts, consider the following points:

Dont pick the wrong day of the week. Thursdays and Sundays are the worst day for

your inserts to show up in the newspaper. Supermarkets usually debut their upcoming

weekend sales and ads on Thursdays. And Sundays are when the coupons and the rest

of the ads from big-box businesses show up in the newspaper. You dont want to

compete with these behemoths. Readers will just pass over your insert to get to the

companies that they know and love. Unfortunately, many small businesses dont

realize this and compete for insert space anyway. So, not only would you have to

compete with the big businesses, but also the smaller businesses that have one-pageinserts similar to yours.

Do pick the right day of the week. The best days to get your insert in the newspaper

are Monday, Tuesday and Saturday. People usually call the first or second day after

seeing an ad. So including your insert in Monday or Tuesday mornings paper will

bring in the calls those afternoons, which are generally the slowest days for many

businesses. Fridays are not good because most people are gearing up for the weekend

and they have other things to do than read the newspaper. You can also ask the

newspapers sales department what days have the least amount of inserts and get

yours in that day.

Dont include your insert around the holidays. The weeks leading up to Christmas

are the absolute worst time to get your insert in the newspaper. This is when the

completion is fierce for businesses to get their inserts in. Generally the ones that do

well have a product or service related to Christmas. If your product isnt related to the

holiday, dont waste your money.

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Do consider weekly newspapers. Weekly newspapers can work just as well as

dailies and they generally cost about the same as an insert in a daily.

Last but not the least, In marketing communication it is important have the right

message to the right segment .Due to this, the importance of knowing who are most

prone to use the ASF is of relevance both for the retailer and the manufacturers.

Thus keeping this scenario in context, the purpose of this project report was to

analyze if there are in-store consumer behavior differences between the ASF using

consumer and non ASF using consumers in stores. In the light of following key

objectives which advertiser wants to achieve through ASF which are:

Increase search activity

Generate store traffic

Move excess inventory

Enhance store image

Increase total time spent in the store

Create price image

Increase the chances of purchase of non promoted products in substantial

amount

It has been noted that these objectives are more external, hence the main driver behind

using ASF should be its influence on in-store consumer behavior.

HYPOTHESIS

The purpose of this project report is to provide an understanding of Advertising sales

flyer and if there is in-store consumer behavior differences between the consumers

that use ASF and the Consumers that dont use ASF in store. Keeping this objective in

mind number of hypotheses have been developed which are as follows:

H1o: Respondents opinion is not significantly different towards an assumption that

ASF generate store traffic viz-a-viz ASF enhance store image.

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H1A: Respondents opinion is significantly different towards an assumption that


-------------------------------------------------------------------------------------------------------

---------

H2o: There is no significant difference in respondents opinion that ASF increases

search activity viz-a-viz ASF increases total time spent in store.

H2 A: There is significant difference in respondents opinion that ASF increases


-------------------------------------------------------------------------------------------------------

--------------

H3o: There is no significant difference in respondents opinion that ASF generate

store traffic viz-a-viz ASF creates price image.

H3A: There is significant difference in respondents opinion that ASF generate store

traffic viz-a-viz ASF creates price image.

-------------------------------------------------------------------------------------------------------

--------------


ASF helps in moving excessive inventory viz-a-viz ASF increases the chances of

non-promoted products purchase in substantial amount.

H4A: Respondents opinion is significantly different towards an assumption that ASF

helps in moving excessive inventory viz-a-viz ASF increases the chances of non-

promoted products purchase in substantial amount.

H5o: There is no significant difference in respondents opinion towards all the

determinants used (Overall) to measure the effects of advertising sales flyers as a

promotion tool on in-store consumer behavior.

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H5A: There is significant difference in respondents opinion towards all the



-------------------------------------------------------------------------------------------------------

--------------

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METHODOLGY


most important media for featuring retail and manufacturer promotions. Some

retailers position themselves on the basis of Low Prices, Everyday across a wide

assortment of product categories, while others offer temporarily deep discounts in a

smaller group of categories.

In this project report, efforts have been made to investigate the effects of advertising

sales flyers as a promotion tool on in-store consumer behavior. As far as in-store

consumer behavior is concerned, it refers to the, the individual consumers

purchasing patterns as purchase of promoted and non promoted products, time spent

in different store areas, search activities and the route that will be followed throughout

the store.

In the context of literature survey, Increase search activity, store traffic generation,

moving excess inventory, Enhancing store image, Increase in total time spent in the

store, Creating price image and Increase in the chances of non promoted products

purchase in substantial amount are the key variables which have been taken into

consideration to measure the desired objective.

The findings I believe shall provide the marketers an acceptable ground for more

understanding and assessment of ASF as one of the most important media for

featuring retail and manufacturer promotions.

The sample of 210 respondents based on convenience has been drawn randomly from

the visiting customers intercepted at MAKRO market located at Main Shahra-e-faisal,

Karachi.

Data for the subject study was collected using self administered survey in which

questionnaire was the key instrument in conducting this study.

Questionnaire was based on the determinants of Advertising sales flyer derived from

the literature survey and based on total 12 questions out of which 5 were related with

demographics and 7 were with the subject. While selecting the respondents, it was

believed that selected respondents would provide more rational opinion as they are

potential or current customers intercepted walking-

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in or roaming inside the MAKRO market. In order to analyze the data gathered from

the survey, Excel Ads-In data analysis tool pack was used through which data was

analyzed using measures of central tendencies and dispersions where as developed

hypotheses were analyzed using Z-test, F-test and single Anova.

SURVEY FINDINGS

The major survey findings were analyzed below in order to have a better

comprehension and understanding of the determinants used to measure the effects of

advertising sales flyers on in-store consumers.

Measure of Central Tendencies and Dispersions

The data related with the mentioned subject study was based on likert rating scale;

therefore it was possible to calculate the measure of central tendencies and the

measure of dispersions. The results generated through excel add-in are presented

below:

Measures of Central Tendencies and Dispersion

Increase total time spent Increase in the chance ofPurchase of Non-promoted

products

Create Price image

Mean 2.58 3.60 2.52

Standard Error 0.06 0.06 0.06

Median 2.64 3.66 2.47

Mode 3.24 3.13 2.00

Standard Dev. 0.93 0.86 0.87

Sample Var. 0.86 0.73 0.75

Kurtosis -1.31 -1.22 -1.06

Skewness -0.14 -0.09 0.03

Range 2.99 2.97 3.00

Minimum 1.01 2.00 1.00

Maximum 3.99 4.97 4.00

Sum 542.20 756.72 530.08

Count 210.00 210.00 210.00

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Measures of Central Tendencies and Dispersion


flyers, determinant ASF Increase the chances of purchase of non promoted products

with the mean of 3.60 was highest and ASF Increases the in-store activity,










the majority of respondents opinion for these determinants was below the mean. The

skewness for Generate store traffic and Create price image was in positive that

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Increase Search Activity Generate StoreTraffic

Move Excess Inventory Enhance StoreImage

Mean 2.52 2.52 2.57 2.98

Standard Error 0.06 0.06 0.06 0.08

Median 2.46 2.45 2.66 2.94

Mode 2.08 3.00 4.00 4.68

Standard Dev. 0.88 0.86 0.86 1.10

Sample Var. 0.78 0.74 0.74 1.21

Kurtosis -1.25 -1.17 -1.13 -1.04

Skewness 0.00 0.06 -0.12 -0.01

Range 2.94 2.99 3.00 3.94

Minimum 1.04 1.01 1.00 1.02

Maximum 3.99 4.00 4.00 4.96

Sum 529.37 528.70 538.85 625.98

Count 210.00 210.00 210.00 210.00


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are 0.06 and 0.03 respectively. This shows that the majority of respondents opinion

towards this determinant was higher than the mean

All the determinants were measured on a scale of 5 to 1, one representing the strongly

disagree and five representing the strongly agree opinion. The respondents opinions

towards all the determinants are presented below:

HYPOTHESIS TESTING



HYPOTHESIS 1

Opinion difference in terms of Generate store traffic and Enhancing store image

were measured towards ASF and its impact. An analysis was carried out to measure

whether there is a significant difference between ASF Generate store traffic due to

ASF and Enhance of store image.



H1A: Respondents opinion is significantly different towards an assumption that


STATISTICAL REPRESENTATION

H1o: 1 = 2

H1A: 1 2

The hypothesis was tested through Z-test two samples for means and summarized

results are presented below:

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Z-Test: Two Sample for Mean

RESULT

The hypothesis relating to respondents opinion of no significant difference towards

an assumption that ASF generate store traffic viz-a-viz ASF enhance store image

is rejected.

At 95% confidence level, the z-critical value is 1.96 and the z-calculated value is

-4.81, which falls in the critical region. The null hypothesis is rejected and the

alternate hypothesis is accepted. Result in table shows a significant difference

between Generation of store traffic due to ASF and Enhancement of store image due

to ASF

22

Generate Store Traffic Enhance Store Image

Mean 2.52 2.98

Known Variance 0.74 1.21

Observations 210.00 210.00

Hypothesized Mean Difference 0.00

Z -4.81

P(Z


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Graphical representation of respondents

opinion towards impact of Advertising sales

flyers in terms of ASF "Generate store

traffic" VIZ-A-VIZ "Enhance store image"

2.52

2.98

2.202.302.402.50

2.602.70

2.802.903.00

3.10

Generate Store Traffic Enhance Store Image

Mean

HYPOTHESIS 2

An effort was made to measure whether there is a significant difference in the

respondents opinion regarding ASF Increase search activity in stores and ASF

increases Total time spent in stores. The hypothesis developed in this context is

presented below.

H2o: There is no significant difference in respondents opinion that ASF increases


H2 A: There is significant difference in respondents opinion that ASF increases



H2o: 1 = 2

H2A: 1 2

The hypothesis was tested through F-test two samples for means and summarized


F-Test Two-Sample for Variances

Increase Search Activity Increase total timespent

Mean 2.52 2.58

Variance 0.78 0.86

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df 209.00 209.00

F 0.90

P(F


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H3A: There is significant difference in respondents opinion that ASF generate store

traffic viz-a-viz ASF creates price image(Claim)

STATISTICAL REPRESENTATION:

H3o: 1= 2

H3A: 1 2

Thishypothesis was tested through F-test two samples for means and the summarized


F-Test Two-Sample for Variances

Generate Store Traffic Create Price imageMean 2.52 2.52

Variance 0.74 0.75


df 209.00 209.00

F 0.99

P(F


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Graphical representation of respondents'

opinion towards impact of Advertising Sales

flyers in terms of Mean & Variance for "

Generate store traffic" viz-a-viz " Create price

image"

2.52 2.52

0.74 0.75

0.00

0.50

1.00

1.50

2.00

2.50

3.00

Generate Store Traff ic Create Price image

Mean Variance

HYPOTHESIS 4

Opinion of respondents regarding determinant Moving excess inventory and

Increase in the chance of purchase of non promoted products with respect to ASF

was analyzed. The hypothesis formulated is stated below.


ASF helps in moving excessive inventory viz-a-viz ASF increases the chances of

non-promoted products purchase in substantial amount.

H4A: Respondents opinion is significantly different towards an assumption that ASF

helps in moving excessive inventory viz-a-viz ASF increases the chances of non-

promoted products purchase in substantial amount.


H4o: 1= 2

H4A: 12

Thishypothesis was tested through Z-test two samples for means and the summarized


Z-Test: Two Sample for Means

Move Excess

Inventory

Increase chance of Purchase

Non-promoted products

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Mean 2.57 3.60

Known Variance 0.74 0.73


Hypothesized Mean Difference 0.00

Z -12.40

P(Z


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HYPOTHESIS 5

The dimension contributing for the Advertising Sales flyers and its impact were

increase search activity, generate store traffic, move excess inventory,

enhance store image, Increase total time spent, create price image and increase

the chance of purchase of non promoted products.

An analysis was carried out to measure whether there is a significant difference in

respondents opinion on all the dimensions (Overall). The hypothesis developed in

this context is presented below:

H5o: There is no significant difference in respondents opinion towards all the



H5A: There is significant difference in respondents opinion towards all the


promotion tool on in-store consumer behavior


H5o: 1 = 2 = 3 = 4 = 5 = 6

H5A: 1 2 3 4 5 6

Thishypothesis was tested through simple ANOVA and the summarized results are

presented below:

Anova: Single Factor

SUMMARY

Groups Count Sum Averag

e

Varianc

e

Increase Search Activity 210.00 529.37 2.52 0.78

Generate Store Traffic 210.00 528.70 2.52 0.74

Move Excess Inv. 210.00 538.85 2.57 0.74

Enhance Store Image 210.00 625.98 2.98 1.21

Increase total time spent 210.00 542.20 2.58 0.86

Increase chance of Purchase Non-promoted products 210.00 756.72 3.60 0.73

Create Price image 210.00 530.08 2.52 0.75

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Anova

Source of Variation SS df MS F P-value

F crit

Between Groups 210.21 6.00 35.04 42.12 0.00 2.10

Within Groups 1217.02 1463.00 0.83

Total 1427.23 1469.00

At 95% confidence level and (6, 1463) degree of freedom, the f-critical value is 2.10

is less than F-calculated value of 42.12. Therefore, there is a significant difference in

respondents in the Opinion of all the dimensions (overall) contributing towards the

impact of ASF. The null hypothesis is rejected and the alternate is accepted.

Graphical representation of respondents'

opinion towards impact of Advertising sales

flyer for all determinants in terms of Variance

0.73

0.75

0.86

1.21

0.74

0.74

0.78

Increase Search Activiy

Generate Store Traffic

Move Excess Inv.

Enhance Store Image

Increase total time spent

Increase chance of Purchase Non-promoted products

Create Price image

29


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CONCLUSION

Based on the literature survey a questionnaire was developed that was administered to

the sample size of 210 of which the major findings are discussed below:


flyers, determinant ASF Increase the chances of purchase of non promoted productswith the mean of 3.60 was highest and ASF Increases the in-store activity,










the majority of respondents opinions for these determinants were below the mean.

The skewness for Generate store traffic and Create price image" were in positive

that are 0.06 and 0.03 respectively. This shows that the majority of respondentsopinion towards this determinant was higher than the mean.

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a) The hypothesis relating to respondents opinion of no significant difference

towards an assumption that ASF generate store traffic viz-a-viz ASF enhance store

image is rejected.

b) The hypothesis relating to respondents opinion of no significant difference

towards an assumption that ASF increases search activity viz-a-viz ASF increases

total time spent in store.

c) The hypothesis relating to respondents opinion of no significant difference

towards an assumption that ASF generate of store traffic viz-a-viz Use of ASF

create price image of a store was rejected and the null was accepted.

d) The hypothesis relating to respondents opinion of significant difference between

ASFMove excess Inventory viz-a-viz Use of ASF Increase the chance of purchase

of non promoted products is accepted and the null was rejected.

e) The hypothesis relating to respondents opinion of no significant difference in

terms of all the determinants (Overall) contributing towards the impact of ASF isrejected and the alternate is accepted.

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Questionnaire

(Demographic data)

Q1) Age: (in years)

18 25

26 30

31 40

40 Above

Q2) Gender:

Male

Female

Q3) Qualification:

Matriculation

Intermediate

Graduation

Master

Others_______

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Q4) Profession:

Marketing

Banking

Doctor

Finance

Engineering

Teaching

Appendix1

Others________

Q5) Residence:

Sadder

Defence

Clifton

P.E.C.H.S

Gulshan

F.B. Area

Nazimabad

Others _____

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Questionnaire (subject data)

Please indicate the extent to which Advertising Sales Flyer impacts on you in terms of

the following: Rating scale: strongly Dis-Agree = 5 strongly Agree

= 1

-------------------------------------------------------------------------------------------------------

---------------------------

6) Use of advertising sales flyers in retail stores increases total search activity?

5 4 3 2 1

7) Use of ASF in stores generates store traffic because consumers are more inclinedtowards promotional activities?

5 4 3 2 1

8) Using ASF helps marketers in moving excess inventory?

5 4 3 2 1

9) Use of ASF in stores helps in enhancing the image of the store in terms of Store

offering low price?

5 4 3 2 1

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10) Use of ASF in-stores increases the total time spent in-store by the customers?

5 4 3 2 1

11) Use of ASF in-store increases the chances of purchase of non-promoted products

in substantial amount?

5 4 3 2 1

12) Use of ASF in- stores creates a price image?

5 4 3 2 1

-------------------------------------------------------------------------------------------------------

----------------------------

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Appendix 2

REFERENCES

Arnold, Kozinets and Handelman(2001), Hometown ideology and retailer

legitimation: The institution semiotics of Wall mart flyers Journal of

Retailing Vol. 77, pp 243-271

Bell and Lattin (1998) External search effort: An investigation across several

products categories journal of customer research vol. 14, pp 83- 95

Bettmen (1979),Information Processing Theory of consumer choice,reading,

MaAddison- Wesley

Gijsbrechts, campo and goossens (2003), the impact of store flyers on store

traffic and store sales: A geo-marketing approach journal of retailing Vol. 79

pp 1-16

Heller (1988),Tracking shoppers through the combination store, Progressive

Groser Vol. 67.

Tankered, (1999), evaluation of alternative Retail channels in Food industry:

a consumer approach Master thesis, Lund University

Walters and Jamil,2003,Exploring the relationship between Shopping trip

type, purchase of products on promotions and shopping basket profit, Journal

of business research Vol.56


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Appendix 3

RESUME

Asra AamirFlat # 2, Building # 26-C,12th Badar Comm. St,D.H.A Phase V, Karachi.Cell # 0334 3191498, 03228273323E-mail: [email protected]

ACADEMIC EDUCATION:

[2005 onwards] PAF-KIET [3.88 CGPA] [Karachi,Pakistan]

BBA [Marketing]

[2003 - 2005] D.H.A Degree College [A Grade] [Karachi,Pakistan] Intermediate [Pre-Engineering]

[2001 - 2002] D.H.A school Phase IV [A+ Grade][Karachi, Pakistan] Matriculation [Science]

CO CURRICULAR ACTIVITIES:

Vice President ofKES ( KIET Entrepreneur society)

Secretary ofStudents Societyat KIET

One of the founding members of KIETs HRM Society (Management

Guru)

Editor of Campus O' Clock( KIET"s half yearly magazine)

Organized many exhibitions, workshops and competitions at KIET

Master of Ceremony in various Workshops, Seminars, Exhibitions, at

KIET.

Awarded many Scholarships

Included in the Deans Honor list

Winner of numerous Debate Competitions

Head of the Discipline Committee at school

Participated and won many Sports/Dramatics competitions

Participated in Lumun08 and YLES 08 at LUMS

VOLUNTEER EXPERIENCE:

Volunteer experience for the earthquake victims at PAF museum.

COMPUTERS SKILLS:

MS-Office 2000 Internet


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SPOKEN LANGUAGES:

English

Urdu

INTERESTS:

Marketing

Human Resource

Event Management

PERSONAL PROFILE

Fathers name : Aamir Dilawar ShahDate of Birth : 25th Feb, 1988Nationality : PakistaniReligion : IslamMarital Status : SingleC.NIC # :42301-1618103-8


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