Non Monetary Promotion Analysis of Consumer Response to Gift Promotions

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NON MONETARY PROMOTION
Analysis of Consumer Response to Gift Promotions

INTRODUCTION
Growth of consumerism has emerged as a worldwide observable fact. Business firms too have risen and realized that nothing sells if there is no demand by the consumers. Consumer sovereignty exist that states “Consumer is the King”. This research paper is an analysis of non monetary promotion and its types, consumer response to non monetary promotion and consumer expectations towards non monetary promotions. “One of the purposes of a consumer promotion is to elicit a direct impact on the purchase behaviour of the firm’s customers” (Kotler, 1998; Blattberg and Neslin, 1990). “Successful promotions reflect brand image and objectives” (Kendrick, 1998). Gift offers and promotion can result in better brand image but only if they relate to the brand. Gift promotions are used to influence attitudes and purchase intentions of potential consumers either to maintain or increase purchase intentions. “Offering a gift that fits with the product and using high equity brands is a wise strategy to positively influence purchase intentions” (Montaner; de Chernatony; Buil, 2011). It is an effective way to increase sales by encouraging new consumers to buy different brands or by motivating loyal consumers to buy more. But it is not necessary that gift promotions always achieve their objectives of increasing sales. “Free gift with purchase” offers appear to be overwhelming the market place. Whether they are in the cosmetic industry, in duty-free catalogs or in everyday supermarket shelves, marketers convince consumers to buy their product through the offer of a free gift with purchase.

NON-MONETARY PROMOTION
“Non-Monetary promotions are defined as promotions such as giveaways (freebees) or contests in which value is temporarily added to the product at full price” (Cooke, 1983). They are used to create brand equity because of their positive effect on brand



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