Nagar, Komal - In: Vision 13 (2009) 4, pp. 35-48
attempted to explore the effect of consumer sales promotions on loyal and non-loyal consumers in two Fast Moving Consumer Goods …: brand loyal consumers and non-loyal consumers (also known as brand switchers). The study found that consumer sales … promotions have more influence on the brand switchers as compared to the loyal consumers. Also, among the various forms of …