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The Affect Of Sales Promotion On Consumer Interest To Purchase In IKCO Automotive Company


  • Shahriar Ansari CHAHARSOUGHI

    () (Jamia Hamdard University, New Delhi, India)


Sales promotion has become a vital tool for marketing and its importance has been increasing significantly over the years. One of the purposes of a sales promotion is to elicit a direct impact on the purchase behavior of the firm’s consumers. Firms have to rethink the relationship between attitude and behavior of their consumers. Sales promotions are highly affective in exposing consumers to products for the first time and can serve as key promotional components in the early stages of new product presentation. The purpose of this paper is to study of the affect of sales promotion on consumer interest to purchase products of IKCO automotive company as well as Performance of sales promotion in introducing of new product to consumer is studied.

Suggested Citation

  • Shahriar Ansari CHAHARSOUGHI, 2011. "The Affect Of Sales Promotion On Consumer Interest To Purchase In IKCO Automotive Company," Journal of Knowledge Management, Economics and Information Technology,, vol. 1(4), pages 1-3, June.
  • Handle: RePEc:spp:jkmeit:1140

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    References listed on IDEAS

    1. John Hauser & Gerard J. Tellis & Abbie Griffin, 2006. "Research on Innovation: A Review and Agenda for," Marketing Science, INFORMS, vol. 25(6), pages 687-717, 11-12.
    2. Paton, Robert A. & McLaughlin, Stephen, 2008. "Services innovation:: Knowledge transfer and the supply chain," European Management Journal, Elsevier, vol. 26(2), pages 77-83, April.
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    More about this item


    sales promotion; consumer interest; IKCO; automobile; new product;

    JEL classification:

    • M51 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Firm Employment Decisions; Promotions
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality


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