IDEAS home Printed from
   My bibliography  Save this article

The Impact of Crisis Sales Promotions on Branded and Unbranded Toys


  • Danijel Bratina

    (Faculty of management Koper, University of Primorska, Slovenia)


This 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.

Suggested Citation

  • Danijel Bratina, 2011. "The Impact of Crisis Sales Promotions on Branded and Unbranded Toys," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 9(2), pages 185-189.
  • Handle: RePEc:mgt:youmgt:v:9:y:2011:i:2:p:185-189

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    SCAN*PRO model; effects of crisis on purchasing behaviour; toys market; sales promotions effects;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mgt:youmgt:v:9:y:2011:i:2:p:185-189. See general 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). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.