Effects of sales promotions on consumers Brand preference

Abstract

Sales promotions have been improving since late 1950s and today it has become one of the main marketing tools in the promotion mix. Companies heavily apply monetary sales promotions as well as non-monetary sales promotions in order to attract customers and stimulate them toward their products or services. In the home appliances sector companies rely on both types of sales promotions. The purpose of this study is to reveal the impact of both these promotions on brand preference. In this regard, effects of monetary and non-monetary sales promotions has been measured through structural equation modeling (SEM) method. The findings indicate that both promotions have a positive influence on consumers' preference.