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What is Sales Promotion Insights and Strategies about?

This document summarizes key research on consumer behavior related to sales promotions. It discusses three foundational theories that help explain why promotions exist: the smart shopper theory, transaction utility theory, and reference price theory. It also outlines different sources of increased sales volume from promotions, including brand switching, purchase acceleration, stockpiling, and category expansion. Finally, it notes that promotions can be more or less profitable for manufacturers versus retail

Author

cristhian calcetero

Language

EN