Exploring effectiveness of using sales promotional tools in Parkson Kajang / Mira Syahira Mohammad Noor

The purpose of this research is about to study the exploring effectiveness of using sales promotional tools by Parkson Kajang. Parkson Kajang is one of the types in the retailing industry. Parkson Kajang can be considered as departmental store which offers huge number of brands and products in one roof. It is also located in Metro Kajang Plaza which has been 20 years been operated in the middle of Kajang City, Parkson Kajang has 8 departments of selling floor and consist of 3 levels of floor. There are 2 objectives for this research which is to investigate customer preferences towards sales promotional tools by Parkson Kajang and to understand the basic level of sales promotional tools concept used among customer Parkson. Regarding to the purpose mentioned, Parkson Kajang have implemented several sales promotional tools which is coupons, voucher and rebates, promotion fair, point of purchase promotion and loyalty marketing program. The questionnaires were administrated to the customers who have experienced shopping at Parkson Kajang and were distributed to 120 of customer who have experienced shopping at Parkson Kajang. Research analysed using SPSS will be used to determine the average score for each promotional tools that give impact to the each respondents and Parkson Kajang. As a result, we can see which is the most customer preferences towards the variables that has given best understanding of sales promotional tools activities towards customer's Parkson Kajang and assigned the most effective tools that has lead to the best sales promotional tools activities that has Parkson Kajang implements.