Essay Example on Frequency of shopping at the hyperstar

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Table 6 above shows an average mean score of 2 91 which means that frequency of shopping at the hyperstar had to a moderate extent been influenced by the variables in the above table However attachment of services offered such as warrantees free samples and customer trials and the contents displayed on the Hyperstar magazines given to the loyalty card holders have been used to a very large extent to influence the frequency of shopping The discounts on the electronic products and free gift offers on the shelves had influenced the increased shopping trend to a moderate extent There was an average standard dev of 1 30 Standard deviations for all the variables tested were greater than one implying that there were significant variations in the responses 4 4 The Purchase Decision Process The consumers undergo five stages during the purchase decision 1 need recognition 2 information search 3 purchase decision 4 evaluation of alternatives 5 post purchase behavior There was need to determine the extent to which the sales incentives offered by Hyperstar influenced the mentioned purchase decisions 4 4 1 The need recognition stage This is the initial step in the purchase decision The researchers wanted to find out if the sales promotion variables listed below and used by Hyperstar helped the respondents in recognizing a problem or a need of a certain product or service 



Below table 7 shows more about recognition stage Table 7 shows that the attachment of services such as warrantees magazine contents or advertisements in the Hyperstar magazine and free gifts offered of buy one get one free have made respondents realized that these are their unmet needs to a large extent Layout of products in the shelf 2 28 displays on the windows 2 96 and free sample 2 94 helped the consumers to recognize a need but only to a moderate extent The table also shows an average mean score of 2 95 which means that recognition of the need of a product or service had to a moderate extent been influenced by the sales promotional variables in the above table An average standard deviation of 1 29 suggests that there was a significant variation in the responses gotten from the respondents 4 4 2 Information search stage After the recognition of a need the consumer seeks to look for information of how the need can be satisfied The researchers saw it best to find out how some of the sales promotion activities carried out by the influenced or helped in their search for information they required The results were indicated in the table 8 Table 8 shows that the magazines given to the respondents such as Smart Lifestyle Magazine for Smart shoppers assisted them at a large extent during their search for information also free samples for trial and attachment of services on goods such as warranties helped to a large extent while seeking for information The table also shows an average mean score of 2 76 which means that the sales incentives mentioned had assisted but only at a moderate extent in the search for information

There were significant differences in the responses as there was an average standard deviation of 1 31 4 4 3 Evaluations of Alternatives The consumers always seek to evaluate all the alternatives at hand before making the actual purchase The researchers were interested to find out to what extent the sales 33 promotion variables assist the consumers especially when evaluating the products and services The responses that were given to the researchers are represented in table 9 The table above shows that the use of free samples and the use of loyalty cards held by the card holders influences them to a large extent while choosing from the alternatives they have An average mean score of 2 67 means that the sales incentive variables helped to a moderate extent in the evaluation of the choices or alternatives the consumers had A standard deviation of 1 46 and 1 47 indicated that there was a significant variation in the responses Further an average standard deviation of 1 3 suggested that there was an overall significant variation in the responses 4 4 Buying stage The researchers sought to find out how the listed sales promotional variables had influenced the fourth stage in the purchase decision which is the actual buying of the products and services 



The table above shows that for some particular goods payments in installments to a large extent influenced their actual purchase of the products Table 10 also shows an average mean score of 2 44 which generally means that the actual buying had to a large extent been influenced by the variables in the mentioned Timing o f the sales promotion records a standard deviation of 1 01 which implies that there were almost no significant variations in responses as compared to payments on installments 1 42 However an average standard deviation of 1 17 was recorded which suggested that generally there were significant variations in the responses 4 4 5 Post purchase behavior After the purchase of promotional products the consumers always experience some post purchase behavior they may be satisfied or dissatisfied with the purchase and this greatly determines whether or not they will repurchase the product remain loyal to the or whether they will speak positively or negatively about their experience to their friends and relatives Table 11 indicates the percentages of those who were satisfied or dissatisfied with their purchases


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