The Efficacy of Sales Promotions in the United Kingdom Fast Moving Consumer Goods (FMCG) Markets

This study presents an in – depth look at sales promotions which are an accepted and regular feature of retailing in nearly all parts of the world. Although sales promotions continue to delight customers and provide an opportunity for manufacturers and retailers to try and promote products in an effort to increase sales and to introduce new additions to the public at large, recent literature indicates that questions are now being asked about returns that can be generated from promotions and the efficacy of sales promotions.