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Question

Difficulty: EasySales Promotion and Public Relations

A supermarket chain in Abuja offers shoppers a free product sample and an instant discount coupon for every purchase made above ₦5,000 during a weekend trade event. Which of the following best describes the primary objective of this business technique?

  1. A
    To establish and maintain long-term mutual understanding and goodwill with the general public
  2. To stimulate immediate sales volume and encourage quick customer trial of productsAnswer
  3. C
    To provide permanent informative publicity regarding the firm's corporate governance structure
  4. D
    To transform indirect commercial trade activities into direct subsistence production

Answer

The primary objective of sales promotion techniques such as instant coupons and free samples is to stimulate immediate sales volume and encourage quick customer trial of products.
Sales promotion consists of short-term incentives like discount coupons, bonus offers, and free samples designed to motivate customers to make an immediate purchase and increase current sales volume.

Step-by-Step Solution

1
Identify the promotional tool described in the scenario
The store is using free samples and discount coupons, which are short-term sales promotion devices.
Recognizing the difference between sales promotion (short-term incentives) and public relations (long-term image building) is essential.
2
Determine the primary objective of sales promotion
Sales promotion aims to induce quick purchases, clear stock, or attract new customers immediately.
Unlike advertising or public relations, sales promotion provides an direct, immediate incentive to buy.

Key Concept

Purpose of Sales Promotion vs. Public Relations
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Topics

Sales Promotion and Public Relations

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