Sales and Marketing

Zhu, Jiali and Wood, Brent (2016) Sales and Marketing. Applied Management Conference, Wintec, Hamilton, New Zealand, 27 May 2016.

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Abstract or Summary

As more and more Chinese health stores opened in Hamilton year by year, the competition rate is greatly enhanced. Green’s Health is now losing customers and revenue as well as having difficulty in attracting new customers. The purpose of this research is to develop a sales and marketing strategy for Green’s Health that aims to increase local brand awareness, customer awareness and sales based on consumer buying behavior. ProQuest, books, and e-books were used to collect secondary data to support this research. Written survey method (a printed questionnaire form in Chinese) was used to acquire primary data. Wintec and Green’s Health were the places of data collection. Convenient sampling was employed, samples size of this research is 65. Overall 65 printed questionnaires were given, 64 questionnaires were retrieved. Finding of this research include: (1) young people and middle age people are the primary groups in purchasing health care products; (2) WeChat is the most effective channel to increase brand awareness and customer awareness; (3) Price reduction is the most effective sale promotion in increasing sales; (4) Buy one get one free/buy one get another one in half price is the second effective sales promotion; (5) Refund or cash return is the third effective sales promotion. During the research, some findings and recommendations were generated and might become the possible and helpful solutions for Green’s Health to increase brand awareness, customer awareness as well as sales.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:Sales promotion, marketing, brand awareness, customer service
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:5902
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Deposited On:10 Apr 2018 02:53
Last Modified:10 Apr 2018 02:53

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