The Susceptibility of Clients to Product Sales Promotion
The growing poverty of households forces them to economise by choosing cheaper products, maximum delay of shopping, reducing the shopping volume or resigning from purchase. To counteract the falling tendency in clients' purchasing activity the producers use a number of activities meant to induce or accelerate the decision of purchase of offered goods or trademarks. Everyday the clients are surprised by incredibly good buys offered by producers and sellers. Exploiting the clients' naivete and their subconscious desire to posses the product is usually equipped in additional bonuses above its usual value. The new quality added to the product must be important enough to ensure large increase in sales in a short period of time. The promotion of sales plays an important role in marketing communication between the producer and buyers and therefore increases the number of buyers that are induced to accept the offer. The impulses used by producers both suggest special bonus for the regular loyal buyers and lure occasional buyers to buy more and more often. The sales promotion means help the producers to find buyers looking for promotions and to find clients that shun monotonous consumption and often change brands. The overexploiting of promotion as marketing instrument by enterprises and treating it as a magic cure in the deregulated marketing concept may reduce its effectiveness.
- M. Makowski, Wyzsza Szkola Zarzadzania w Kwidzynie, ul. 11 Listopada 13, 82-500 Kwidzyn, Poland
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