THE EFFECT OF SALES PROMOTIONS ON BRAND PREFERENCE: A CASE OF ALBANIAN GSM COMPANIES

Abstract

Sales promotions have been growth since 1960 and today it has become one of themain factors in the marketing promotion mix. This method is increased in a hugenumber of companies around the world which are realizing the importance ofpromotional strategy. As a marketing tool, the primary objective of salespromotions is to create an immediate need by adding an extra incentive to buy theproduct. Furthermore the promotion strategies desire to transform people fromgeneral customer to loyal customer.Albanian GSM companies rely on sales promotions in order to attract customersand motivate them to buy their products. Due to economic and climate conditions ofthe country, GSM companies usually disturb umbrellas and different products assales promotions. The purpose of this study is to better understand how salespromotions are used in Albanian market and to analyze of the efficiency ofpromotion products on brand preference for GSM companies.