Pengaruh Sales Promotion pada Keputusan Pemilihan Sebuah Wedding Organizer Studi Kasus: Segmentasi Kalangan Atas di Jakarta

Authors

  • Ina Melati Bina Nusantara University

DOI:

https://doi.org/10.21512/bbr.v5i1.1264

Keywords:

sales promotion, upper class consumer, etnography

Abstract

Sales promotion is almost always used as a marketing tool that is potential to increase sales of a product. Nevertheless, the reality is totally different because of differences in segmentation and characteristics of the product or service that will be sold should be a concern for marketers. It turns out that not all segmentations will be loyal to a product/service because of sales promotion, take one example: when upper class customers in choosing a wedding organizer. With etnography study and in depth interview, consumer insight is obtained about their opinion on sales promotion.
Dimensions

Plum Analytics

Author Biography

Ina Melati, Bina Nusantara University

Management Department

References

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Published

2014-05-30
Abstract 440  .
PDF downloaded 372  .