Wpływ działań promocyjnych na zachowania nabywców samochodów
Impact of Promotional Measures on Car Purchasers’ Behaviours

Summary/Abstract: The main purpose of research surveys was to determine the impact of promotional measures on consumers’ behaviours in the market for new cars. They were carried out by the method of questionnaire-based interview. It issues from them that car buyers in the process of making their decisions on purchases most often use the information conveyed in TV spots. Popular sources are also the Internet and direct contact with a consultant who is the car showroom employee. The decision on purchase of a new car is affected by the traditional forms of promotion including sales promotion, advertising and direct sale. As the most expected form of promotion were considered by respondents discounts on prices of cars applied both during the year and connected with resale of individual vintage cars. Having the said in mind, salespeople should pay more careful attention to the above-mentioned measures, taking them into account in their marketing plans and improve particular forms. Customers wait for this. Promotional measures, particularly sales promotion, play an important role in the purchaser’s decision-making process and influence customer’s behaviours, stimulating sales. The article is of the research nature.

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