THE IMPACT OF SALES PROMOTION ON CONSUMER BEHAVIOUR DURING THE PANDEMIC
THE IMPACT OF SALES PROMOTION ON CONSUMER BEHAVIOUR DURING THE PANDEMIC

Summary/Abstract: This paper is aimed to examine the effectiveness of sales promotions on consumer behaviour in crises and how retailers design promotional activities to attract their clients. The research targets to collect data from Azerbaijani and Polish consumers and retailers. In the research, the data will be collected by in-depth interview from ten retailers and ten consumers. In-depth interview will be main data collection method and because of the pandemic, qualitative data will be collected through online platforms such as Teams, Google Meet, Zoom etc. The one of the main objectives of the research is to find out essential changes in retailers’ sales promotion activities and how consumers react those changes. The paper will make situation clearer for readers to understand that to what extend sales promotions are effective to impact consumer purchasing behaviour, habitual changes in consumer buying behaviour and what kind of changes make retailers’ business process smoothly and effective. After this paper, readers will be able to get relevant information about importance level of each sales promotion techniques for consumers. It is huge opportunity to readers to understand the relation between price discount and product’s quality in consumer’s notion.

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