Sales promotion as a tool of integrated marketing communications of trading companies in the food products market

Юрченко, Олександр Анатолійович and Никонюк, Катерина Олегівна (2026) Sales promotion as a tool of integrated marketing communications of trading companies in the food products market Економіка та суспільство (84). ISSN 2524-0072

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Abstract

The article examines the theoretical and practical aspects of using sales promotion as a tool of integrated marketing communications in the activities of trading companies operating in the food products market. The relevance of the study is determined by the high level of competition in the food market, rapid changes in consumer preferences, and the growing influence of digital communication channels, which require the use of effective marketing tools to influence demand. The specific features of the food market, including limited product shelf life, high frequency of purchases, and high price sensitivity of consumers, determine the importance of sales promotion as an effective means of increasing sales volumes and accelerating product turnover. The study reveals the essence of sales promotion and determines its role within the structure of integrated marketing communications of an enterprise. It is substantiated that sales promotion interacts with other communication instruments, such as advertising, public relations, personal selling, and direct marketing, forming a comprehensive communication impact on consumers and market participants. The main directions of sales promotion are analyzed, including consumer promotion, trade promotion aimed at intermediaries, and incentives for the company’s sales personnel. The article summarizes modern sales promotion tools widely used in the food retail sector, including price discounts, promotional offers, coupons and promo codes, loyalty programs, product tastings, merchandising, contests, and promotional campaigns. Indicators for assessing the effectiveness of these tools are identified, such as sales growth, changes in the average purchase value, frequency of purchases, customer retention rate, and expansion of distribution channels. It is proven that the integrated use of price and non-price sales promotion tools contributes to increasing the effectiveness of marketing activities, strengthening consumer loyalty, and improving the competitiveness of trading companies in the food products market.

Item Type:	Article
Uncontrolled Keywords:	sales promotion; integrated marketing communications; marketing communications; food retail; food products; trade; trading companies; merchandising; digital marketing
Subjects:	Статті у базах даних > Index Copernicus Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Факультет економіки та управління > Кафедра міжнародної економіки
Depositing User:	доцент Олександр Анатолійович Юрченко
Date Deposited:	15 Apr 2026 12:27
Last Modified:	15 Apr 2026 12:27
URI:	https://elibrary.kubg.edu.ua/id/eprint/56926

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