The power of sale promotions: Analyzing the impact of sales promotion offerings on consumer buying behavior in the pandemic

Abstract

The present research aimed to explore the impact of sales promotions on consumer behavior during the COVID-19 pandemic. The study analyzed consumer reactions to various promotion types such as bonuses, coupons, buy one get one free, vouchers, free samples, and price discounts. The aim was to investigate if these promotions positively influence consumer purchasing behavior and if the pandemic has induced overpurchasing behavior due to panic. During the research, 541 randomly selected respondents from Azerbaijan and Poland were involved and the results showed that sales promotions have a positive effect on the consumer buying behavior and lead to an increase in purchases beyond the consumers’ actual needs. This is particularly true during times of economic uncertainty when consumers are searching for discounted products to save money and minimize household spending.