The Efficiency of Sales Promotion Methods Emphasing the Impulse Behaviour: Case of Serbia.

The purpose of this paper is to investigate the effectiveness of sales promotion methods in terms of encouraging consumers to accelerate their purchase, i.e. to conduct impulsive purchases. The analysis of the collected data was performed using two statistical methods: ANOVA and t-test. The survey was conducted with a pool of 376 respondents and the results showed that discounts are the most effective way to improve sales while creating most responses in consumer behaviour, while coupons are the least effective. Due to the obtained results, the paper will have a contribution both for marketers and brand managers, as well as for the future research on this or similar topic. [ABSTRACT FROM AUTHOR]