Pretesting

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How sales promotion is to be communicated and what would be communicated to the target groups is important and can be pre-tested.  For example the pre-tested may find out what is likely to be the perceived value and the risk.  A customer considers whether it would be wise to buy an unknown brand of sport shoes at a 45% discount.  In this offer was there a risk of buying an unfamiliar brand?  The pre-test can be conducted to assess these factors by using focus groups and consumer panels.  Another approach, ballot method, consists of kneeling a ballot paper to a list of consumers.  They are requested to evaluate different illustrated promotion is and vote for the most light and return the ballot to the firm.  A relatively expensive but more accurate method is a portfolio test.  A portfolio of sales promotion is prepared and shown to consumers in person and the responses are noted.

 

To test consumers behaviour responds such as trial purchase, repeat purchase, etc., pretesting consists of experimenting in certain markets for individual stores in a market.  All other factors remain the same; only the sales promotion device being tested is the variable that is manipulated.

 

It is often quite helpful to evaluate the responses of resellers before implementing the promotion programme.  The simplest ways to visit several important retailers and wholesalers, discuss the programme and seek their opinion and suggestions.  This may prove to be quite favourable in case the support of resellers is considered to be of paramount importance for promotion results.

 

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