engleski

MANAGING THE INFLUENCE OF SALES PROMOTION IN THE TERMS OF STATE RECESSION ON BUYING BEHAVIOR OF CONSUMERS

The importance of this paper is to determine a managing course and the intensity of the impact of price reduction for food products onto consumers' behavioral responses. The following responses such as brand loyalty, brand switching, and purchase acceleration, stockpiling and product trial have been analyzed in this paper. The recession in Serbian economy, that has been present over the course of several years, has had a significant impact on the behavior of consumers in a way that consumers are buying more products at sales. According to the research results of certain authors, retailers have used price sales as the most popular and often the most stimulating instrument of short term demand, and it has seen an increase ever since. Following the analysis of scientific literature that has covered this particular subject matter, three hypothesis regarding the impact of price reduction onto behavioral responses of consumers have been defined. An empirical research in order to test the hypotheses has been carried out over the sample of 100 consumers.

price reduction, buying behavior

nije evidentirano