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The Affect Of Sales Promotion On Consumer Interest To Purchase In IKCO Automotive Company

Author

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  • Shahriar Ansari CHAHARSOUGHI

    (Jamia Hamdard University, New Delhi, India)

Abstract

Sales promotion has become a vital tool for marketing and its importance has been increasing significantly over the years. One of the purposes of a sales promotion is to elicit a direct impact on the purchase behavior of the firm’s consumers. Firms have to rethink the relationship between attitude and behavior of their consumers. Sales promotions are highly affective in exposing consumers to products for the first time and can serve as key promotional components in the early stages of new product presentation. The purpose of this paper is to study of the affect of sales promotion on consumer interest to purchase products of IKCO automotive company as well as Performance of sales promotion in introducing of new product to consumer is studied.

Suggested Citation

  • Shahriar Ansari CHAHARSOUGHI, 2011. "The Affect Of Sales Promotion On Consumer Interest To Purchase In IKCO Automotive Company," Journal of Knowledge Management, Economics and Information Technology, ScientificPapers.org, vol. 1(4), pages 1-3, June.
    • Handle: RePEc:spp:jkmeit:1140
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    Citations

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    Cited by:

    1. Margarita Išoraitė, 2015. "Coupons as effective and innovative marketing tool," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 3(1), pages 104-113, September.

    More about this item

    Keywords

    sales promotion; consumer interest; IKCO; automobile; new product;
    All these keywords.

    JEL classification:

    • M51 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Firm Employment Decisions; Promotions
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality

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