Welcome to the InfoSci Platform
Reference Hub2
Sales Promotional Strategies and Buying Behavior in an Emerging Market at the Post Recession Period

Sales Promotional Strategies and Buying Behavior in an Emerging Market at the Post Recession Period

Süphan Nasır, Esra Bal
Copyright: © 2016 |Pages: 24
ISBN13: 9781522502821|ISBN10: 1522502823|EISBN13: 9781522502838
DOI: 10.4018/978-1-5225-0282-1.ch011
Cite Chapter Cite Chapter

MLA

Nasır, Süphan, and Esra Bal. "Sales Promotional Strategies and Buying Behavior in an Emerging Market at the Post Recession Period." Handbook of Research on Consumerism and Buying Behavior in Developing Nations, edited by Ayantunji Gbadamosi, IGI Global, 2016, pp. 239-262. https://doi.org/10.4018/978-1-5225-0282-1.ch011

APA

Nasır, S. & Bal, E. (2016). Sales Promotional Strategies and Buying Behavior in an Emerging Market at the Post Recession Period. In A. Gbadamosi (Ed.), Handbook of Research on Consumerism and Buying Behavior in Developing Nations (pp. 239-262). IGI Global. https://doi.org/10.4018/978-1-5225-0282-1.ch011

Chicago

Nasır, Süphan, and Esra Bal. "Sales Promotional Strategies and Buying Behavior in an Emerging Market at the Post Recession Period." In Handbook of Research on Consumerism and Buying Behavior in Developing Nations, edited by Ayantunji Gbadamosi, 239-262. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-5225-0282-1.ch011

Export Reference

Mendeley
Favorite

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.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.