The Review of How Sales Promotion Change the Consumers Perception and Their Purchasing Behavior of a Product

Wong Ai Jean; Dr. Rashad Yazdanifard

Authors

Wong Ai Jean
Dr. Rashad Yazdanifard

Keywords:

sales, promotion, consumers, perception, purchasing, behavior, implication

Abstract

As the world market becomes increasingly competitive, a variety of sales promotion techniques need to be implemented by marketers in order to stand out among their competitors. Overtime, as consumers become increasingly sensitive towards the sales promotion strategies, marketers need to identify the most suitable sales promotion strategy to be implemented in their products (i.e.: monetary or non-monetary sales promotion strategies) in order to increase the number of consumers; purchasing behaviors and avoid any potential negative perception. This article has revealed 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 customers.

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How to Cite

The Review of How Sales Promotion Change the Consumers Perception and Their Purchasing Behavior of a Product. (2015). Global Journal of Management and Business Research, 15(E5), 33-37. https://journalofbusiness.org/index.php/GJMBR/article/view/1704

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