Effects of Sales Promotion

TOURISMOS: AN INTERNATIONAL MULTIDISCIPLINARY JOURNAL OF TOURISM

Volume 8, Number 1, Spring 2013, pp. 93-113

UDC: 338.48+640(050)

THE EFFECTS OF SALES PROMOTION ON POST

PROMOTION BEHAVIORS AND BRAND

PREFERENCES IN FAST FOOD RESTAURANTS

Hany Hosny Sayed Abdelhamied 1

Menufia University

Umm Al Qura University

Sales promotions work to stimulate and induce choice of customers in restaurants.

However, the benefits of the sales promotion may be offset by undermining sales

power and preferences of products being displayed when they are no longer

promoted. The sales promotions have been long employed in marketing practices

for attracting customers and researched academically, but a clear understanding

of the impacts of sales promotion on products’ sales power and preferences post

the promotion, has not been clearly obtained. The current study aims to explore

the effects of sales promotion on post promotion behavior such as customer

loyalty and purchase behavior in fast food in Egypt. Further the study also

investigated the products' preferences in fast food restaurants after terminating

the promotion period. A semi structured questionnaire has been developed and

distributed over patrons in fast food outlets. The empirical results revealed that

sales promotion can be very effective marketing techniques in creating traffic in

restaurants and affect on quantity purchase. Despite the sales promotion

considered a successful strategy to encourage frequent visits to fast food outlets, it

affect negatively on products preferences' especially post the promotion.

Keywords: Sales promotion, Product preference, Fast food restaurants.

JEL Classification: L83, M1, O1

INTRODUCTION

Sales promotions are typically viewed as temporary incentives that

encourage the trial of a product or service (Kotler, 1988 ; Blattberg and

Neslin, 1993). Sales promotions have one of the strongest impacts on

short-term consumption behavior. Kotler and Armstrong (2006) agreed

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