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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
