Abstract:
Sales promotions have been described as an effective means of inducing customers to change their attitude or behavior favorably towards a product. Both monetary and non-monetary promotions have been effectively used over time to generate additional sales for a product.
This research is based on the Benefit Congruency Framework and is used to test the effectiveness of different types of sales promotions for hedonic and utilitarian products available in Pakistan. The purpose of this study is to analyze the effectiveness of sales promotions on consumers’ preferences and the impact of monetary and non-monetary promotions on hedonic and utilitarian goods
