How Do Pakistani Consumers React To Sales Promotion Techniques Incorporated By Marketers?

Even in the international market for a period of many years, advertising enjoyed a paramount echelon in the promotional mix for most consumer-product companies.  The same was the case in Pakistan as well.  Over the past decade specially in the Pakistani market (as internationally the notion of sales promotion had gained immense acknowledgement and popularity amongst the consumers way before it was incorporated in Pakistan), however, marketers have been allocating a considerable chunk of their promotional budget to the scope of sales promotion activities. The increase in the use of sales promotion activities has been steady yet it has been significant in terms of generating positive outcomes in terms of influencing consumers' purchase behavior. The increasing importance of retailers in the channels of communication, brand loyalty erosion, the growing sensitivity of consumers to promotions as well as the increase in new product introductions are some of the reasons for this increase.