The Impact of Crisis Sales Promotions on Branded and Unbranded Toys
AbstractThis paper presents the research findings of a toys brands sales promotions study conducted in Q4 (4th quarter) of years 2007 and 2009 (preand mid- crisis). The primary research objectives were to determine the impact of economic crisis determinants (such as lowered purchasing power, increased unemployment rates, changed purchasing behavior of consumers) on new years’ toy sales, in particular the impact on known brands’ sales vs. sales of unbranded products. Eight known toys brands promotions sales have been compared to eight unbranded competitive products in different toys subcategories for the two Q4 of year 2007 and 2009. Findings show that although the mean purchase amount had considerably diminished in year 2009, major brands sales were not affected at all.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by University of Primorska, Faculty of Management Koper in its journal Managing Global Transitions.
Volume (Year): 9 (2011)
Issue (Month): 2 ()
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alen Jezovnik).
If references are entirely missing, you can add them using this form.