How Promotion at 7-Eleven Influences to Customer Purchasing

Abstract

This study aims to study about customer behavior to purchase the product following the promotion and analyze the promotion effectiveness. In this research, the researcher use quantitative research to descriptive and evaluate the satisfaction of 7-eleven’s customer. Descriptive research help researcher understand characteristic of customer such as what customer wants and needs, age of customer, and also their lifestyle. If the researcher know the basic information of customer it’s easier than other technique to reach the customer’s mind. The researcher use survey technique by create the questionnaire to customer who buy the product at 7-eleven or interested in 7-eleven’s promotion. This method will help researcher to measure the demand of customer who will come to buy the product at 7-eleven by promotion in the future. The questionnaire was employed to survey 400 respondents who shopped at convenience store, this sample not select base on gender but include customer of both male and female who purchase product at 7-eleven more than one time. The finding showed that the majority were female 291 persons or 72.8% were male with a total of 109 people, representing 27.3% with the age between 25-34 years 221 persons representing 55.3%.The study found that the majority of the bachelor degree maximum of 293 persons representing 73.3% and the majority of monthly income at 5,000-15,000 of 125 persons representing by 31.3%. The majority of people in this case focusing on place and their characteristics first so the researcher can explain that customer behavior and marketing mix are influences to customer purchasing.