On the one hand, this study expresses itself on the characteristics of the sensitivity of the consumer to sales promotion and promotion techniques. On the other hand, it reveals the relationship that exists between the promotional offers of firms and the response of consumers to these promotions. An analysis of variance and linear correlation analysis on data from a convenience sample of 1072 consumers of drinks reveals that the sensitivity of the consumer to sales promotion is a one-dimensional concept of the promotional techniques used and a category of goods. However, the complexity of the promotional mechanism can negatively and significantly affect the sensitivity of the consumer to sales promotion. Going from this finding, we recommend that managers should better focus their efforts on the techniques preferred by consumers (take away gifts, sale of two products at the price of one, winning crown corks and price reductions) presented in simple or easily understood forms that reduce supplementary participation effort from consumers and brings them to react favourably.
Show abstract
Full Text
