Consumer behaviour towards sales promotions and store brands

Abstract

In recent years store brands and sales promotions have gained in importance in our markets as a result of the changes in cosumers. This paper analyzes the consumers behaviour to promotions and store brands using a survey, and identifies four clusters with different level of response. Data from the study show that deal proneness and store brand proneness are related, and that in spite of being purchased by a high percentage of population, there are consumers insensitive to these strategies.