Customer Perception Towards Non – Monetary Promotions Of Store Brands

Abstract

Promotional activity encourages customers to reconsider and analyze brand and quantity in ways they may not have considered before. As a result, sales promotion has become an important tool for merchants and retailers who use various promotional methods and techniques to understand the preferences of their consumers and increase the sales of their business. The main aim of this study is to find the non-monetary promotions offered by the store brands and to analyse the influence of non-monetary promotions on customer engagement. However, consumer behavior can be influenced by factors like deal-proneness, where frequent promotions might lower reference prices and negatively impact brand quality perceptions. Finally, it concludes that that personalized offers and in store experiences of Non-Monetary promotions enhances the customer satisfaction in store brands.