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SCIENCE ARTICLE
The power of sale promotions: Analyzing the impact of sales promotion offerings on consumer buying behavior in the pandemic
1
Doctoral School of Social Sciences, University of Lodz, Poland
Submission date: 2023-06-06
Final revision date: 2023-10-25
Acceptance date: 2023-11-28
Online publication date: 2024-01-18
Publication date: 2024-02-05
Corresponding author
Management 2023;27(2):100-120
KEYWORDS
JEL CLASSIFICATION CODES
M21
M5
TOPICS
Marketing managementSociology of work and organisation, sociology of management, information society
ABSTRACT
The present research aimed to explore the impact of sales promotions on consumer behavior during the COVID-19 pandemic. The study analyzed consumer reactions to various promotion types such as bonuses, coupons, buy one get one free, vouchers, free samples, and price discounts. The aim was to investigate if these promotions positively influence consumer purchasing behavior and if the pandemic has induced overpurchasing behavior due to panic. During the research, 541 randomly selected respondents from Azerbaijan and Poland were involved and the results showed that sales promotions have a positive effect on the consumer buying behavior and lead to an increase in purchases beyond the consumers’ actual needs. This is particularly true during times of economic uncertainty when consumers are searching for discounted products to save money and minimize household spending.
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| eISSN: | 2299-193X |
| ISSN: | 1429-9321 (1997-2019) |
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