Mladen Milić¹, Aleksandar Gračanac²

¹University PIM, Faculty of Economics, Despota Stefana Lazarevića bb,78000 Banja Luka, Bosnia and Herzegovina,

²Serbian Chamber of Commerce, Resavska 13-15, Beograd, Serbia

Copyright © 2019 Mladen Ivić et al; published by UNIVERSITY PIM. This work licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 4.0 License.


ISSN 2637-2150
e-ISSN 2637-2614

UDC 658.8.012.12:659.113.25
DOI 10.7251/STED1901055M

Paper received:    05.03.2019.
Paper accepted:  10.04.2019.
Published:            10.05.2019.

Corresponding autor:

Mladen Milić, University of Business Engineering and Managenet, Faculty of Economics, despota Stefana Lazarevića bb, Banja Luka, Bosnia and Herzegovina.


The retail market in the Republic of Srpska is one of the fastest growing markets in the last twenty years. And, this is not the case only in the Republic of Srpska and the environment, but also around the world. If so, we are easily convinced by the growth of chains of markets, megamarkets, shopping malls and other specialized retail outlets. It is much easier to achieve growth in the market, and thus business success than maintaining competitiveness in an extremely exploding and relatively well-supplied market, such as the retail market of the Republic of Srpska. One way of retaining competitiveness and simultaneous growth is to improve sales by selling various instruments to stimulate consumers to buy products from a wide range of their own offers.

The aim of this research is to determine how and how sales promotion affects consumers’ behavior in purchasing. The entire research is based on confirming hypotheses, and the results obtained can be used in further research and demonstrating how sales promotion instruments affect consumer behavior.

Keywords: sales, market, marketing, coupon, free sample, gift, discount, consumer behavior.