Sensitivity to sales promotion: Between profitability and criticism
| Vol-4 | Issue-03 | March 2019 | Published Online: 13 March 2019 PDF ( 283 KB ) | ||
| Author(s) | ||
| Zrelli Iman 1 | ||
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1PHD, Assistant professor, Human resources department, College of Business - University of Jeddah, Khulais, Saudi Arabia |
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| Abstract | ||
This document highlights the different representations of sensitivity to sales promotion. Through a reading of the literature, we have determined the aspects that make the consumer's sensitivity to promotional action negative to his future purchases. The advantage of this work is to present a solution to minimize the negative effects of sales promotion on consumer loyalty. |
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| Keywords | ||
| Sales promotion sensitivity, consumer behavior, brand switching, purchase behavior, loyalty. | ||
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