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

Wong Jean; Rashad Yazdanifard

The Review of how Sales Promotion Change the Consumer’s Perception and Their Purchasing Behavior of a Product

Wong Ai Jean * §

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Dr. Rashad Yazdanifard

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The Review of how Sales Promotion Change the Consumer’s Perception and Their Purchasing Behavior of a Product

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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. In other words, sales promotion has benefited both the marketers and the consumers at the same time.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Wong Ai Jean, Dr. Rashad Yazdanifard. 2015. "The Review of how Sales Promotion Change the Consumer’s Perception and Their Purchasing Behavior of a Product". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 15 (GJMBR Volume 15 Issue 19 (E5)).

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GJMBR Volume 15 Issue 19 (E5)

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

behavior Consumers implication perception Promotion purchasing sales

Classification

GJMBR-E Classification JEL Code: D12

Submission ReceivedFebruary 6, 2015
Peer Review Double Blind
Handling Editor
Accepted February 28, 2015
Published May 4, 2015

Version of record

v1.2

Issue date

May 4, 2015

Language

English

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Article Matrices

Total Score: 107

Country: Malaysia

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Wong Ai Jean, Dr. Rashad Yazdanifard (PhD/Dr. count: 1)

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