Effects of Sales Promotions on Consumer Preferences and Brand Equity

The book "Effects of Sales Promotions on Consumer Preferences and Brand Equity" provides a comprehensive analysis of the impact of sales promotion measures on consumer behavior and brand perception in the fast-moving consumer goods (FMCG) sector in India. In a rapidly changing market environment where consumer needs and preferences are constantly evolving, the study examines purchasing patterns and decision-making processes of consumers. The authors, Sasi Rekha and Suresh Kumar, highlight how promotions not only influence purchasing decisions but can also strengthen brand loyalty. The insights from this research are particularly valuable for manufacturers looking to adjust their strategies to attract new customers while retaining existing ones. The study fills an important gap in the existing literature and offers practical recommendations for marketing strategies, especially regarding entry into rural markets.