Impact of sales promotions on high involvement products purchase: A study conducted in Ahmedabad and Gandhinagar region of Gujarat

Abstract

Sales promotion targeted to high involvement products often require different strategies as the customer devotes much time and substantial risk is involved. Marketers, hence try to engage customers by sales promotions strategies which have long term impact and are credible to customers. This study focuses on measuring impact of sales promotions on high involvement products with measurement of impact being high, moderate and low. The high involvement products under considerations are mobiles and wrist watches. This study covers target respondents as individuals who are employees or businessmen living in Gandhi nagar and Ahmadabad region of Gujarat state. This study by application of Factor Analysis tries to identify vital few factors that customers focus while responding to sales promotions. This study tries to understand impact of sales promotions on creating price sensitivity among customers in perspective of high involvement products. This study focuses on knowing the impact of sales promotions on brand switching in the context of high involvement products. As types of sales promotions incorporated by marketers to promote high involvement products, this study takes into account % off on a particular product, easy EMI options, credit card offers, after sales service options and bundled promotions.