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
Innovative Technique of Product Scarcity in Thailand's Market: Can This Marketing Strategy Improve Sales Performance in the Crisis of Covid-19?