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Author : P. S. Raju
Publisher :
ISBN 13 :
Total Pages : 18 pages
Book Rating : 4.0/5 ( download)
Download or read book Consumer Response to Deals written by P. S. Raju and published by . This book was released on 1979 with total page 18 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Surajit Ghosh Dastidar
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (13 download)
Download or read book An Evaluation of Consumers' Deal-Specific Response to Sales Promotions Based on Their Product Involvement written by Surajit Ghosh Dastidar and published by . This book was released on 2017 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer sales promotions (deals) are the key promotional strategies that marketers are employing today to provoke consumers for immediate product purchase. For effective use of deals, it is pertinent for the marketers to understand the consumers' response to various deals in a given product category. This research has examined whether the dealprone buyers in a given product category are also the deal-prone buyers for other product categories. Consumers' deal redemption intention, tested in the case of eight types of deals, using a sample of 410 respondents, has been compared across a low-involvement FMCG product, e.g., shampoo, and a high-involvement durable product, e.g., apparel, to assess whether consumers are consistent, or vary, in their deal proneness across these two product categories. The results depict significant differences in consumers' deal proneness across the two product categories in the case of a majority of the deal types included in this study. The findings have important theoretical implication and are expected to enable the marketers to strategize the use of various deals effectively, specifically as per their product category.
Author : Michael Barone
Publisher :
ISBN 13 :
Total Pages : 48 pages
Book Rating : 4.:/5 (129 download)
Download or read book The Influence of Deal Exclusivity on Consumer Response to Targeted Price Promotions written by Michael Barone and published by . This book was released on 2008 with total page 48 pages. Available in PDF, EPUB and Kindle. Book excerpt: Although targeted price promotions are becoming increasingly common in the marketplace, relatively little is known about how deal recipients respond to customized pricing offers. The authors investigate the role of a sales promotion characteristic that has received little attention in the literature - deal exclusivity - by examining whether the responsiveness of deal recipients to a targeted price discount are influenced by the number of other consumers receiving the offer. In addition to conceptualizing the effects of deal exclusivity on consumer response to targeted price promotions, results from several studies empirically demonstrate that exclusive deals may be viewed more, equally, or less favorably than inclusive offers depending on the size of the price discount, how strongly recipients identify with the deal target group, and the recipient's gender. Evidence is also provided indicating that deal exclusivity effects are mediated by the ability of the promotional offer to allow consumers to engage in self-enhancement processes. Implications for promotions theory and practice are presented, as are future research directions.
Author : James M. Lattin
Publisher :
ISBN 13 :
Total Pages : 32 pages
Book Rating : 4.:/5 (192 download)
Download or read book The Dynamics of Consumer Response to Price Discounts written by James M. Lattin and published by . This book was released on 1988 with total page 32 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Gordon C. Bruner
Publisher : Createspace Independent Publishing Platform
ISBN 13 : 9781514321843
Total Pages : 602 pages
Book Rating : 4.3/5 (218 download)
Download or read book Marketing Scales Handbook written by Gordon C. Bruner and published by Createspace Independent Publishing Platform. This book was released on 2015-10-01 with total page 602 pages. Available in PDF, EPUB and Kindle. Book excerpt: La 4e de couv.indique : "This is the seventh volume in the long-running Marketing Scales Handbook series. The purpose of the book is to help readers benefit from vetted research by some of the world's consumer behavior experts. By learning about the measures used by the experts, the hope is that those who borrow the well-developed scales rather than using "quick-and-dirty" measures will achieve higher quality insights in their research activities. The book contains reviews of 364 multi-item measures that were reported in one or more articles published in top marketing journals in 2010 and 2011. Each review provides the scale items (questions or statements) as well as information about the scale's origin, previous users, and measurement quality. The scales are useful when wanting to accurately measure theoretical constructs such as attitudes, emotions, and traits in surveys and experiments with a wide variety of participants such as consumers, viewers, patients, patrons, or citizens. Many of the measures could also be used in business settings when studying employees and/or administrators. The scales reviewed in this volume are primarily new and are not in the previous volumes of the series."
Author : Heather Lee Honea
Publisher :
ISBN 13 :
Total Pages : 320 pages
Book Rating : 4.:/5 (34 download)
Download or read book Affect and Consumer Response to Promotions written by Heather Lee Honea and published by . This book was released on 2001 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Jørgen Kai Olsen
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (46 download)
Download or read book Measuring consumer response to price deals in the grocery sector written by Jørgen Kai Olsen and published by . This book was released on 1983 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Andrew Manikas
Publisher :
ISBN 13 :
Total Pages : 10 pages
Book Rating : 4.:/5 (13 download)
Download or read book Using Big Data to Predict Consumer Responses to Promotional Discounts as Part of Sales & Operations Planning written by Andrew Manikas and published by . This book was released on 2017 with total page 10 pages. Available in PDF, EPUB and Kindle. Book excerpt: Price promotions (discounts) are a well-known means by which a supply chain can stimulate demand for a product. These promotions could affect demand for a product in three ways by: 1) increasing the overall market growth, 2) stealing market share from competitors, and/or 3) increasing the amount of consumer forward buying. Supply chain members must be able to estimate these effects on demand and the corresponding effects on both revenues and costs when conducting sales and operations planning. We analyzed the effects on demand using a big data approach on promotional data made publicly available by Grupo Bimbo (a multinational bakery product manufacturing company headquartered in Mexico City). This company offered promotional coupons to customers for particular items. Bimbo captured sales history for each customer on how often they shopped, what they bought, and the amount that they spent. Bimbo then tracked how many times during the next year that customers returned to buy the promoted items at full price. Using this data set, we assessed which types of offers were more effective at achieving the goal of increasing repeat purchases at full price. Whether the offer was for a weekend or weekday had no significant effect. However, we found that a larger discount percent was associated with fewer repeat purchases at full price. Further, customers who tended to spend more, on average, per trip had a higher number of repeat purchases for an item.
Author : Aradhna Krishna
Publisher :
ISBN 13 :
Total Pages : 11 pages
Book Rating : 4.:/5 (13 download)
Download or read book Effect of Dealing Patterns on Consumer Perceptions of Deal Frequency and Willingness to Pay written by Aradhna Krishna and published by . This book was released on 2015 with total page 11 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research has shown that brands with higher deal frequency obtain a smaller market share gain on deal and have a lower expected price. However, the level of dealing must be perceived by consumers before it can affect consumer response to promotions. Hence, perception of deal frequency may affect consumer price perceptions and deal response much more strongly than the actual deal frequency. The author determines how consumer perceptions of deal frequency for a brand may be influenced by the dealing pattern of that brand and of other brands. She shows that the price consumers are willing to pay for a brand is correlated more highly with perceived deal frequency than with actual deal frequency. She also shows that the price consumers are willing to pay is correlated with the actual deal frequency of the brand for certain dealing patterns, but not for others.
Author : Aradhna Krishna
Publisher :
ISBN 13 :
Total Pages : 21 pages
Book Rating : 4.:/5 (13 download)
Download or read book The Effect of Deal Knowledge on Consumer Purchase Behavior written by Aradhna Krishna and published by . This book was released on 2015 with total page 21 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research has shown that there is heterogeneity in consumer knowledge of prices and deals. In addition, it has been found that buyers' purchase behavior can be influenced not only by the current price of a product, but also by what prices they expect in the future. The author builds a purchase quantity model to contrast normative behavior of consumers who have knowledge of future price deals with that of those who do not. Implications from the model are derived concerning consumer deal response for the consumer's preferred and less preferred brands. These implications show that normative purchase behavior is very different between consumers with and without knowledge of future deals. The model implies that consumers with knowledge of future deals could be more likely to purchase on low-value deals and deals on less preferred brands compared with consumers without knowledge of future deals. Another implication of interest is that the relative quantity purchased by consumers who have deal knowledge compared with those who do not depends on the time pattern of deals. The implications are supported in a laboratory experiment. The author finds that actual behavior varies depending on deal knowledge and is quite consistent with model predictions.
Author : Lucy Liu
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (13 download)
Download or read book How Long Has it Been Since the Last Deal? Consumer Promotion Timing Expectations and Promotional Response written by Lucy Liu and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: When modeling consumers' forward-looking behavior using choice data on frequently purchased products, the common approach assumes that consumers have rational expectations about future promotions. Previous studies modeled such expectations using a first-order Markov (FOM) process. However, empirical evidence from several categories suggest that inter-promotion intervals can last several weeks implying that a FOM process that conditions future expectations of prices only on current-period prices can be limiting. We utilize a Proportional Hazard model (PHM) to characterize consumers' rational expectation of future price promotion. We first show that estimating a dynamic structural model that uses a FOM specification for rational expectations can bias estimates of promotion effects with both simulation analysis and scanner panel data from four consumer packaged goods product categories. Secondly, we empirically show that a structural model employing a PHM specification for promotion expectations fits the data better than ones that assume only a FOM price or promotion expectation. Lastly, we show using an analysis of promotion policy changes that a structural model with a FOM expectation can lead to suboptimal managerial decisions.
Author : Jonah Berger
Publisher : Simon and Schuster
ISBN 13 : 1451686587
Total Pages : 256 pages
Book Rating : 4.4/5 (516 download)
Download or read book Contagious written by Jonah Berger and published by Simon and Schuster. This book was released on 2016-05-03 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Upper Saddle River, N.J. : Creative Homeowner,
Author : Dorcia E. Bolton
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (17 download)
Download or read book The Impact of Customized Price Promotion and Functional Impulsivity on Evaluation of Deals written by Dorcia E. Bolton and published by . This book was released on 2018 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The marketplace has seen several developments in technologies that facilitate firms' ability to customize prices to target consumers. However, despite improvements in targeting efficiency, many firms still struggle with effective customization of prices. While many firms embrace customized price promotion as a strategy to offer exclusive prices to select customers, the related consequences for firms and consumers remain relatively unexplored. Research suggests that consumers generally prefer more exclusive to more inclusive deals. However, little is known about how individual differences and promotional design factors influence consumer response to customized price promotion deals. In addition, research now suggests that consumers place more emphasis on immediate versus delayed gratification. Furthermore, although the literature is rich with research on impulsivity, consumer researchers are yet to examine the impact of functional impulsivity despite delineation in the psychology domain differentiating it from dysfunctional impulsivity.This dissertation examines the customized price promotion strategies of firms and the related consequences for firms and consumers. Specifically, the dissertation is framed on two issues: (1) the hitherto, unexplored factors that can potentially impact consumer response to customized price promotion, and (2) the impact of exclusivity on affect-based consequences. Overall, this research has several implications for consumer research, marketing theory, and strategy. It draws attention to the impact of the customization of pricing strategies, and the likely shifts in consumer values and decision-making processes. Also, it examines the role of previously unexplored concepts such as functional impulsivity and the exclusivity effect on deal evaluation. In addition, it provides empirical evidence in support of theories that can provide actionable insights to help firms with effective price customization.
Author : Robert C. Blattberg
Publisher : World Scientific
ISBN 13 : 9814287067
Total Pages : 332 pages
Book Rating : 4.8/5 (142 download)
Download or read book Perspectives on Promotion and Database Marketing written by Robert C. Blattberg and published by World Scientific. This book was released on 2010 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: Pt. 1. Early Bob-- contributions to econometrics and marketing-- pt. 2. Statistical Bob-- contributions to statistical analysis in marketing -- pt. 3. Promotion Bob-- contributions to sales promotions -- pt. 4. Big Bob-- Contributions that were industry-changing
Author : Surajit Ghosh Dastidar
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (13 download)
Download or read book Consumers' Deal Proneness written by Surajit Ghosh Dastidar and published by . This book was released on 2016 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Sales promotion (deal) is increasingly becoming a powerful tool for marketers at all stages of the product life cycle, from encouraging trial to inducing brand switching to maintain loyalty. However, for effective sales promotional campaigns, a company needs to understand why consumers respond to deals. The deals must appeal directly to the target audience and be perceived by them to add value. Demographic influences on consumer responses to products promoted through deals have been the focus of many early studies. However, results have been mixed and inconclusive. Moreover, no study is known in the Indian context. This study was carried out in terms of eight deal types across FMCG and durables, pertaining to four demographic characteristics, e.g., gender, age, income and education. Significant influence of demographics, though modest, has been found in many cases. The profiling of promotion-prone consumers is expected to enable marketers to design better promotional campaigns.
Author : Yiling Chen
Publisher :
ISBN 13 :
Total Pages : 53 pages
Book Rating : 4.:/5 (113 download)
Download or read book Consumer Responses to Sales Promotion from the Perspective of Gift-giving written by Yiling Chen and published by . This book was released on 2017 with total page 53 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sales promotion is a widely-used tool in marketing, and billions of dollars are spent every year to promote both products and services. Much research has been done on the effectiveness of different types of promotions. However, there is limited research on how consumers reciprocate when they are given deep discounts or unexpected promotional rewards. Consequently, this paper explored the effectiveness of promotional offers in a retail setting through the lens of reciprocity norm, appreciation, and indebtedness borrowed from the gift-giving literature in social psychology. The findings of three studies reveal that consumer appreciation and indebtedness facilitate different reciprocal responses (additional purchase likelihood, word of mouth, loyalty, and attitude towards store) in the context of discounts and rewards. Results also showed that situational factors such as staff helpfulness, purchase expectation, social presence, and promotion depth of certain promotion format significantly influence the likelihood of consumer purchase. Additionally, there are cultural differences in how consumers react towards certain promotion format.
Author : David John Moore
Publisher :
ISBN 13 :
Total Pages : 372 pages
Book Rating : 4.:/5 (122 download)
Download or read book Consumer Response to Price Discounts as a Function of Brand Name and Store Type written by David John Moore and published by . This book was released on 1984 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt:
