The Impact of Crisis Sales Promotions on Branded and Unbranded Toys

This paper presents the research findings of a toys brands sales promotionsstudy conducted in Q4 (4th quarter) of years 2007 and 2009 (preandmid- crisis). The primary research objectives were to determinethe impact of economic crisis determinants (such as lowered purchasingpower, increased unemployment rates, changed purchasing behaviorof consumers) on new years’ toy sales, in particular the impact onknown brands’ sales vs. sales of unbranded products. Eight known toysbrands promotions sales have been compared to eight unbranded competitiveproducts in different toys subcategories for the two q4 of year2007 and 2009. Findings show that although the mean purchase amounthad considerably diminished in year 2009, major brands sales werenot affected at all.