| With the increasing expense of sales promotion, sales promotion has already become a significant part in allocation of enterprises'resources. The benefit of sales promotion is that they induce choice. However, the effect of promotion can affect the brand preference either at the time in which they are offered or after the promotion has ended. Thus, the sales promotion has a great effect on consumers'choice at the brand level and directly influences the avenue of enterprises.Despite the fact that sales promotions have long been employed in marketing practice, there is no systematic research on the effect of sales promotion on compete brand preference. The brand managers and marketing scholars have been always having dispute on the effect of sales promotion on brand preference. The effects of sales promotion strategies on brand preference consist of several facets, such as the effects of promotion strategies on brand preference during the short term and the long term and the effects on brand preference when the promotion strategies compete with each other. The brand managers are able to select the proper promotion strategies from various promotion methods only when they know how the effects of promotions on consumers'behavior and brand preference.This paper attempts to design an experiment to simulate the fluctuation in consumers' reaction of different brands after promotions are engaged, including the movement of brand preference at the time promotions are offered and also when promotions compete with each other. Besides these two facets, the long-term effects of different promotion strategies are also discussed. Consequently, we can have a proper understanding about the effect of four kinds of significant promotion strategies and instruct the behavior of enterprises in real market. |
