INNOVATIVE TECHNIQUE OF PRODUCT SCARCITY IN THAILAND’S MARKET: CAN THIS MARKETING STRATEGY IMPROVE SALES PERFORMANCE IN THE CRISIS OF COVID-19?

Nabhassorn Atchariyakarn

Ph.D. Student, School of Management, Huazhong University of Science and Technology 

Wuhan, 430074, P.R.China

Email: This email address is being protected from spambots. You need JavaScript enabled to view it.

Jing Zhang

Professor, School of Management, Huazhong University of Science and Technology 

Wuhan, 430074, P.R.China

Corresponding Author E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

A product scarcity is a one of marketing strategies to simulate the consumer’s needs and purchase decision.  The crisis of COVID-19 has spread throughout the world since December 2019 and no vaccine is yet produced. This pandemic affects the operation of many businesses and economics of countries. This paper shows the innovative technique to improve the sales performance in the crisis of COVID-19. The product scarcity is the technique by using regret theory. Moreover, the comparison of sales performance before and after applying this marketing strategy is retrieved to provide the difference in sales performance.

Key Words: Product Scarcity, Marketing Strategy, Sales Performance, Innovative, COVID

Attachments:
Download this file (10 Final.pdf)10 Final.pdf[ ]108 kB
Go to Top
JSN Solid 2 is designed by JoomlaShine.com | powered by JSN Sun Framework