The Influence of Sales Stimulation Methods on the Behaviour of Consumers While Making the Decision on Purchase of Products in the Latvian Market

Abstract

The purpose of this research is the determination the extent of influence of various stimulation methods on the behaviour of consumers while making the decision on purchase of products in the Latvian market. In the course of the research approaches to development and realization of sales’ stimulation process were used which were described in scientific literature and the results of empirical researches that were made under the leadership of the authors. In the article the following research methods were used: abstract literature analysis, Latvian residents’ questionnaire (1320 respondents), and the correlation analysis. As a result the model for developing and realization of sales promotion process was made, the extent of influence of various stimulation methods on the behaviour of consumers while making the decision on purchase of products in the Latvian market was determined based on the correlation analysis. The results of the research let the authors to make conclusion and develop recommendations for producers and sellers of foodstuff for process of developing and realization of sales’ stimulation for these products in the Latvian market. The results of the research have as well as theoretical as practical meaning not only for Latvian market subjects, but also for foodstuff market subjects in other countries.