write a Literature Review research

The topic: To investigate consumer brand behavior in terms of exposure sales promotion campaigns

Research problem:

Many companies take sale promotion as a tool for increasing customer demand or improving product availability. However, sales promotion mostly works effectively in the short-term than the long-term, which is not an effective way increase benefit for long-term. Companies have to calculated costs and benefits and make the price deals to ensure reach the final results. Besides, sales promotion arises from the intensity of competition, and it’s difficult to attract customer attention under competitive environment. Moreover, holding promotions too frequently will habituate customers to buy only when promotion is in effect. A brand could be treated like a “relationship” with consumer which depends on loyalty, quality, experience, brand equity, customer service, purchase acceleration, brand switching etc. There are many unknown X- factors and risks under consumer brand behavior in terms of exposure sales promotion campaigns. For example, economic situation, change of consumer’s purchasing trend, threat of new competitors entering into exist market

Need from you to write:

Preliminary Literature Review & other evidence

· Create a research question which is based on the problem research.

· Review and summarize of 3 articles individually (3 articles from Scholarly Journals)

· Also review and summarize 2 articles from other sources such as Newspapers, Magazines

Each article need half page summarizing. And make the article very specific like how the sale promotion impact the consumer

•The Structure of the Summary that you could keep in mind as you read an article and subsequently use in the assignment, is:

•First short paragraph - Introduction - Title of the article, what is the focus of the article (what was the research question(s), who is the author, when was it published and where was it published, – all in running text.

•Next short paragraph - what is the main argument presented by the author and what was the methodology used to research the questions?

•Your critique/opinion – in your opinion, what was the strength and what was the weakness of the article? What were the gaps in what was researched and how it was researched.