Journal of the International Academy for Case Studies (Print ISSN: 1078-4950; Online ISSN: 1532-5822)


Understating Consumer Sales Promotion - A Conceptual Thought

Author(s): Vishwas Gupta, Richa Singhal

Consumer sales promotion includes all activities undertaken to stimulate consumer purchase in the short-run. It is based on consumer pull strategy that relies on consumers to pull the product through the channel of distribution. The objectives of the chapter are to define the purpose and scope of consumer sales promotion and to explain various techniques of consumer sales promotion. Some common objectives of consumer sales promotions are encouraging trial of new encourage brand loyalty and increase product usage. While to induce trial and repurchase of new sampling and coupons are the bets techniques.

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