(1985), the authors explained that consumer brands in equilibrium markets,
where consumer information from sources other than advertising, sales
promotion, and previous consumption experience is negligible. The tool is
(2011), the authors explained that affect of sales promotion on consumer
interest to purchase products of IKCO automotive company as well as Performance
of sales promotion in introducing of new product to consumer is studied.
et al., (2011) these authors explained help to understand the marketer’s type
of promotion that significantly influence buying behaviour of the respondents.
The tool is Multi-Regression analysis. The sample size is 150.
and Sadia (2011), the Researchers found the relationship among sales promotion
strategies and the profitability of the firms along with the perception about
sales promotion of the consumers and its relationship with the brand loyalty of
that particular brand or company. The tool is Pearson Correlation. The Sample
size is 100 and the technique is done by Stratified sampling.
et al., ( 2011), the researcher
explained that specific aspect of the connection between sales and marketing
integration and better performance; specifically whether the integration of the
sales and marketing functions in business-to-business (B2B) organisations
facilitates the development and implementation of successful new strategies in
response to market change. The tool is Pearson’s correlation. The sample size
et al., (2011), the authors explained recent
advances in pricing and promotions findings as they pertain to enhanced
targeting, new price and promotion models, and improved effectiveness.
and Amos (2011), the Researchers explained that majority of the respondents
accepted the fact that sales promotion affects organizational performance and
sales volume of the organization. The
tool is Chi-Square and the sample size is 100.
et al., (2012), the authors explained promotional activities increased sales of
the product? Generally Sales promotion directly affects the loyalty strength of
the customers. If the favorite brand of the customer advertised more, the more
the loyalty of the customer towards the brand, but if the rival brand advertises
more, it decreases the loyalty of the customers. The tools are
Multi-Regression, ANOVA and Correlation. The sample size is 50.
and Amir (2012), the Researchers explained that product strategy, promotion strategy, pricing
strategy and place strategy are important elements to increase the market share.
The tool is T-test and the sample size is 95.
et al., (2012) discussed that estimate the effectiveness of the promotional
tools of advertisement, sales promotion, public relations, direct selling and
direct marketing on sales volume of products. The tools using Cronbach’s alpha
coefficient. The sample size is 58.
et al., (2012), the authors explained that to present a functional and clear
definition of brand equity and its dimensions and the review of effective
factors such as advertising and sale promotion in order to know how these marketing
tools affect on the brand equity.
and Zohre (2013) the Researchers found to identify performance entanglement of
marketing strategy and moderating effects of transformational leadership,
demand uncertainty and competitive intensity on sales performance. The tools
using Composite Construct Reliability (CCR) and Cronbach’s alpha analysis.
sample size in qualitative and quantitative study was 23 and 66 respectively.
et al., (2013) explained to find the Price and coupons were found as
significant drivers of customer satisfaction, which was directly related to customer
value, image, and behavioural intentions. Analysed using Correlation and
(2013), the authors found that bonus has strong influence on sales volume which
means if manufacturing industry wants to achieve its stated objectives, they
should take cognizant of bonus as well as other dimensions such as coupons,
price promotion, free samples and premiums into consideration. The tool is
Regression and the Sample size is 80
et al., (2013), these authors explained to analyze the impact of promotional
activities during the decision making process and the buying behaviour of
bottled water, which is focused basically on two major producers of bottled
water in Kosovo. Analysed by using Descriptive statistics. The sample size is
and Asadollah (2013), the authors explained marketing communications play major
role in creating value for different brands and also advertising, sales
promotion and sponsorship are three important and costly activities in
marketing, it is very important to manage these activities. Theoretical and
conceptual model of this study have been taken from the Built model. The tools
are Pearson correlation test, T -test and bi-variant regression. And the sample
size is 500.
and Priyadarsini (2013), the authors explained that help retailers and
manufacturers successfully implement strategically aligned online and offline
and Patwa (2013), the researchers explained that sales
promotion tools to be
adopted at a
given time affect
the company’s sales
volume and also
to evaluate the nature
of sales promotion activities
19) Hayan and Mokhles (2013) The authors explained that
cross-sectional experiment to manipulate promotional benefit level, type of
promotion and measures consumers’ value perceptions and purchase intentions.
The tool is ANOVA and the sample size is 320.
(2013), the researchers explained that The effect of these sales promotional
schemes are measured on seven buying behaviour responses like visit to store,
purchasing the product, purchase acceleration, stockpiling, spending more,
trial and brand switching. The tool is F-test and the sample size is 152.
et al., (2013), the authors explained that several months to accumulate data
and information through questionnaire, surveys, site visits and walk-thorough
investigations which are the
primary basis of this study work and the sales promotion is most
effective on the consumers who travel through the peripheral route and it can
leads the consumer’s mind to brand switching.
(2013), the authors explained that explore the effects of sales promotion on
post promotion behaviour such as customer loyalty and purchase behaviour in
fast food in Egypt. The sample size is 376. The tools is t-test and multiple
and Verghese (2013), the authors explained that among the various sales
promotion tools: offer, premium and contest are the most influencing variables
for consumer purchase decision. The tool is multi regression and the sample
size is 109.
and Sangeeta (2013), exploring the various factors that influences consumer
buying behaviour and purchase decision and to identify the various promotional
activities used by the sellers in order to motivate the consumer buying
behavior and purchase decision. The sample size is 200.
Ubeja (2014) investigates the effects of sales promotion mix on customer
satisfaction in shopping malls of Indore city and to study the variations in
these factors across different demographic variables. The tool is ANOVA.
et al., (2014), the authors explained helping businessmen to develop their
business planes more effectively so that they can get the competitive advantage
over their competitors and make them able to maximize their profits. The sample
size is 180.
et al., (2014), the authors explained that investigate the effect of sales
promotion and natural environment that is casual factor in consumer buying
behaviour. The tool is Cronbach’s alpha and the sample size is 200.
et al.,(2014) explained that is to determine which sales promotion techniques
were perceived in encouraging brand loyalty, brand switching, purchase
acceleration, stockpiling and product trial in the FMCG sector” The collected
data were analysed using descriptive statistics and a one-sample t-test. The
sample size is 600.
(2014), the authors explained sales promotion devices and need to be able to
assess the effectiveness of these tools. Consumer response (brand switching,
purchase acceleration, spending more) to Four different sales promotion
tools(price discounts, Free gift, games, and extra free product get one free’. The sample size is 400.
et al., (2014), the authors explained that SMEs have unstructured marketing
strategies and needs enhancements in the areas of packaging, value add to the
bakery products, focus on promotion and appropriate advertising strategies.
the author determined that the effect of sales promotion on customer buying
behaviour. The tools are weighted average method and chi- square test. The
sample size is 100.
et al., (2014), the researchers explained that the implications of the multi-benefit
and the benefit congruency frameworks for understanding consumer responses to
sales promotions, re-examining the value of everyday-low-price policies, and
designing more effective sales pro-motions. The tool is Correlation and sample
size is 350.
et al., (2014), to analyze the impact of demographic factors and switching
behaviour of consumers regarding the price of soaps and detergent. The tools
are chi-Square test, Correlation and Simple percentage. The Sample size is 200.
(2014) the authors explained consumers
were satisfied with
the sales promotion but
it does not
create long-term assurance
toward brand preference and found that
consumers choose the detergent
brand with an
et al., (2015) the researchers explained that sales promotion is to create and
maintain long-term relationships with customers and competitive advantage on
the market. The impact of sales promotion activities on the behaviour and
attitudes of consumers when choosing a product. To examine the effects achieved
by sales improvement to consumers through the implementation of the competitive
positions of the companies.
(2015) the authors explained that the dealers perspective to understand the
impact of various strategies in terms of the influence it has on the purchase
et al., (2015) studied that the impact of different types of monetary and
nonmonetary promotions on brand loyalty and its relationship to product
involvement and reported they are finding for both high and low investment
products and they found brand loyalty can enhance both monetary and non-monetary
promotions. The tools is Multi-Regression
& Rashad (2015), the Researchers shows that besides serving as a short-term
profit marketing strategy, sales promotion has the potential in helping the
marketers to achieve long-term profits through influencing the consumer’s
self-perception and self-satisfaction and in the development of loyal
et al., (2015), the authors explained that help marketers to select the types of
promotion that greatly influence the buying behaviour of the respondents. The
sample size is 105 and the sample technique is random sampling techniques.
et al., (2015), the Researchers explained that analyze consumer behaviour in a
discount promotion, analyzing positive or negative relationships that could
explain such behaviour and evaluating the moderating effect of perceived
attractiveness in this process. The tools are t-test and correlation. The
Sample size is 662.
and Xiaoting (2015), the researchers explained Logistic regression measurement
indicated that the direct saving was the most effective promotion to stimulate
compulsive buying. The stimulation of new and creative promotion method to
compulsive was weak. The gift winning should be appealing and easy to get. The
sample size is 162.
and Dibia (2015), the researchers explained analyze the youth respond toward
online sales promotion strategy (online pricing promotion and online coupon
promotion). Another purpose is to identify the strongest factors in affecting
youth online purchase intention. The tool is structural equation modelling. The
sample size is 100.
et al., (2015), the authors explained that investigate the effects of sales
promotion on buyer decision making process. In other words, the general objective
of this study was to find out the effectiveness of some elements on the buying
behaviours of customers. Marketing activities related to the promotion of sales
increased consumer purchases and indirectly to get more profit for the company.
et al., (2015), found that among the various sales promotion tools: offer,
premium and contest are the most influencing variables for consumer purchase
decision. The tool is multiple Regressions.
and Himanshu (2015), found that the sales promotion does not only have positive
impact but also negative on the consumers as they feel that they have been
cheated number of times due to different promotional tools and it had worse
effected the brand loyalty among the consumers which not only lead to decline
in the sales but also lack of trust which overall hampers the brand image. The
sample size is 320.
and Ankit (2015) concluded that attractive promotional schemes may be, “BRAND
NAME” plays a dominant role in purchasing the households appliances. Maximum of
the respondents have interest in some of the promotional schemes such as price
discount, warranty, exchange scheme, etc. and also consumers prefer price
discount as first, when compared to non- price schemes. The tool is Chi-square
and one – way ANOVA and the sample size is 200.
Jamali et al., (2016), the authors explained that examine the number of reasons
a working women keeps in mind when purchasing a particular perfume brand. The sample size is 384.
(2016), the Researchers explained to determine the impact of the most used tool
of sales promotion in retail sector such as: coupons, sample, price discount
and buy one get one free on consumer buying behaviour from two aspects; brand
switching and customer loyalty. This study based on literature review,
conceptual framework and hypothesis which open the door for future researchers
to expand more in this field. The sample size is 160.
et al., (2016), the authors explained that the influences of three different
strategies of distributor price promotion, i.e. award-type price promotion,
threat-type price promotion and rebate, on manufacturer’s sales performance by
empirical research, and analyzes the regulatory effect of promotion strength in
the influence of two price promotion strategies on manufacturer’s sales
performance. The sample size is 348.
and Morteza (2017), the authors explained that advertising and sales promotion
methods are of the ways that have always been considered by companies producing
consumer goods in this area.