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What is Consumer Promotions

Chapter 11
Handbook of Research on Consumerism and Buying Behavior in Developing Nations
Manufacturers also direct their sales promotions to consumers in order to motivate them to buy and this type of promotion is called consumer promotions.
Published in Chapter:
Sales Promotional Strategies and Buying Behavior in an Emerging Market at the Post Recession Period
Süphan Nasır (Istanbul University, Turkey) and Esra Bal (Işık University, Turkey)
Copyright: © 2016 |Pages: 24
DOI: 10.4018/978-1-5225-0282-1.ch011
Abstract
The aim of this study is to investigate the influence of sales promotional tools on consumer buying behavior in an emerging market at the post-recession period. This study assesses consumers' proneness to sales promotions and examines the effectiveness of four promotional tools that are premium offers, coupons, buy and get promotions, and price discounts on buying behavior in terms of brand switching, stockpiling, purchase acceleration, and product trial. The findings reveal that consumers are more prone to price discount and buy and get promotions, respectively. Among the four promotional tools, price discount is the most effective to influence product acceleration, brand switching, stockpiling, and product trial behavior respectively. However, there is no statistically significance difference between the effectiveness of premium offer and buy and get deals with regard to brand switching behavior, product acceleration, and product trail responses. In contrast, coupons are the least ineffective promotional tool in terms of generating all types of consumer response.
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