Sales Promotion Types and Customer Sensitivity

Abstract

As markets are becoming fiercely contested, the marketers are forced to deploy sales promotion activities or tools to maintain and expand sales. There is a visible trend in favour of sales promotions. But optimum decisions cannot be taken unless correct assessment of customer sensitivity to various sales promotion tools is made. This study was undertaken to study consumer response to sales promotion activities. The key consideration was to explore how promotion sensitivity is spread. Accordingly, a scale measuring consumer sensitivity to seven promotion or deal type was administered. The data analysis revealed presence of two groups, i.e., sales promotion sensitives and insensitives. The deal sensitive group exhibited higher sensitivity to all deal types on a generalised basis. The data did not reveal presence of specific deal, sensitive groups. While the insensitives group exhibited, low sensitivity towards all promotion types.