Knowledge of consumer attitudes and behaviour towards promotions is an important area for today's brands. This data is of great importance if companies are to develop strategies capable of influencing individuals' decision-making processes when it comes to making a purchase. The main aim of this study is to analyse the attitude towards sales promotions in the context of food products bought in super and hypermarkets. This work will also analyse three aspects that may be directly or indirectly related to this phenomenon: on the one hand, price and quality sensitivity and, on the other, impulse buying. A self-administered questionnaire was used to analyse this phenomenon among consumers. A non-probabilistic convenience sample of 131 young adults aged between 28 and 36 was used. This paper ends with the main conclusions drawn.