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

Journal: Binus Business Review (Vol.5, No. 1)

Publication Date:

Authors : ;

Page : 429-435

Keywords : sales promotion; upper class consumer; etnography;

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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.

Last modified: 2015-11-17 15:34:50