wever they all differ in opinion as to whether these incentives increase profit, brand loyalty or both.
             There is a wide variety of price promotions used to provide a lower price to the final consumers. These are described by Narasimhan (1988) as price deals, cents-off labels, coupons and a variety of rebates.
             At this point it should also be noted that there are other types of non-price promotions such as sampling, feature advertising and in-store displays (Allenby & Lenk, 1995). Many researchers distinguish and review the effects that non-price promotions vs. price promotions have on brand loyalty. Their findings; along with other research will be discussed in this paper.
             Raju, Srinivasan & Lal (1990) discuss a brand's loyalty as the price differential needed to make consumers who prefer that brand to switch to some competing brand. They also introduce the term of dollar-metric as a measure of brand loyalty.
             The Collins Dictionary simply describes the definition as "firm in your support for someone or something," however in a Marketing scenario it is more specifically stated by Chaudhuri (2001) that Brand Loyalty is a consumer's preference to buy a single brand name in a product class, it is a result of the perceived quality of the brand and not its price. Chaudhuri (2001) then goes further to discuss that brand loyalty may be indicated by brand attitudes and habit, but it is also conceptually distinct from either attitudes or habit. Alternatively; brand loyalty has been seen as an unspecified number of repeat purchases from the same vendor over a specified time (Kendrick, 1998). It can be drawn from the above definitions of brand loyalty, that a consumer supports a particular product, over a certain period of time, depending on the price of the product.
             The use of price promotions as a marketing and managerial tool has increased by twelve fold over the last decade (Khan & Louie, 1990). Price prom...