Sales promotional strategies and buying behavior in an emerging market at the post recession period
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Dosyalar
Tarih
2016
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
IGI Global
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
The aim of this study is to investigate the influence of sales promotional tools on consumer buying behavior in an emerging market at the post-recession period. This study assesses consumers' proneness to sales promotions and examines the effectiveness of four promotional tools that are premium offers, coupons, buy and get promotions, and price discounts on buying behavior in terms of brand switching, stockpiling, purchase acceleration, and product trial. The findings reveal that consumers are more prone to price discount and buy and get promotions, respectively. Among the four promotional tools, price discount is the most effective to influence product acceleration, brand switching, stockpiling, and product trial behavior respectively. However, there is no statistically significance difference between the effectiveness of premium offer and buy and get deals with regard to brand switching behavior, product acceleration, and product trail responses. In contrast, coupons are the least ineffective promotional tool in terms of generating all types of consumer response.
Açıklama
Anahtar Kelimeler
Brand, Consumers perceptions, Deal proneness, Decomposition, Impact, Preference, Price discounts, Purchase, Responses, Transaction utility-theory
Kaynak
WoS Q Değeri
N/A
Scopus Q Değeri
Cilt
Sayı
Künye
Nasır, S. & Bal, E. (2016). Sales Promotional Strategies and Buying Behavior in an Emerging Market at the Post Recession Period. Paper presented at the, 239-262. doi:10.4018/978-1-5225-0282-1.ch011
