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Effect of sales promotion and policies on consumer buying behavior: Review of litrature:

Chaharsoughi and Yasory (2011) examine the effects of sales promotioms on consumer behaviour based on cultire. Using cross culturural model they conclude that sales promotion directly influence the overall culture as well as the individual behaviour of a country.

Pesendorfer (2000) investigate the study of pricing behaviour in supermarkets in this paper he used intertemporal pricing model. Data analysis indicate that intertemporal demand effects are present. He aslso includes that demand increases in the specified time period. In adition compition between retialers for accumulated shoppers influences the sale decision. The demand accmulation effect is asymmetri, therefore it bring changes in demand only in case of low prices thus estimation on the base of this model may be exegerated.

Krishna (1992) examined that consumers face enviornment with multiple brands. In this paper model is used to analyze the changing of price promotion policies and holding the cost on individual purchase behaviour. He is also includ monto-carlo market simulation which
illustrates the some scenarios and provides the some explination of nonexistent promotion dip. In this paper he also find that post- promotion is less evident where is low brand loyalty. In this paper result shows that product clases many deals and loyalty of the brand is low and mostly people do not purchase large.

C Mowen (1998) He examined the three articles consumer purchases behaviour perspectives The decision making, the experiential and the behavioural influences.The buying behaviour always depends on consumers which go through a series of problems and which have to be solved.The experiential creates feelings experiences and emotions in consumers rather than to solve problems.the behavioural influence play role in environmental pressure. Every approach effects the components of the classic hierarchy. He examined that net effect of the pratfall was to elicit an outpouring of positive emotions that is predicted from a decision making approach to understand the consumer behaviour.

Narasimhan .neslin . Sen.they examined the relationship between products category and average brand promotional elasticity. They investigated the three types of promotion and seven category of characteristics.in this paper they study different product categories and they also used weekly scanner date scanner panel data and survey data. The authors of the paper do not find statistically significant relationship between promotion and not impulse buying or private label market share. They also include

the interpurchase the time and ability to stockpile were supported. They also findings provide manager with a benchmark for assessing weather their promotions are performing as expected.

MELA , JEDIDI , and BOWMAN . the authors investigate the developing a varying parameter model of purchase incdence and promotion has affected households stockpiling decision in the long term. They obtained the result that consumers stockpiling behaviour has changed over yhe years. That change appeared to have some deleterious ramifications for category profitably. The purpose of this paper is assess the long term effect of promotion on consumer stockpiling behavior. Promtion leads to the higher price sensitives reduced promotional efficiency greater inventries and higher demand volatility.