The Effectiveness of Sales Promotion Tools among Indian Consumers: An Empirical Study

Manish Mittal · Poojae Sethi

38 citations0/0 files storedJournal of Promotion Management

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

Marketers use sales promotions to boost sales. Sales promotion tools vary in their effectiveness to elicit different sales responses. Companies have a specific goal when they choose to use any promotional tool. Many researchers believe that sales promotions are zero sum game. Unlike in the West, in India brand loyalists outnumber price buyers by 200%. This paper investigates the effectiveness of select sales promotional tools in generating different buying behaviors. The study reveals that sales promotions, in India, do not help in category expansion. They are effective measures for inducing brand switching, stock piling, and purchase acceleration.

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References

1988Impact of Sales Promotions on When, What, and How Much to Buy 1989Price-Induced Patterns of Competition 2002Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications 1999The Decomposition of Promotional Response: An Empirical Generalization 1985Consumer Promotions and the Acceleration of Product Purchases 1991Quality Perceptions and Asymmetric Switching Between Brands 2002The efficacy of sales promotions in UK supermarkets: a consumer view 2002Marketing communications: contexts, strategies and applications

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