Economic and utilitarian benefits of monetary versus non-monetary in-store sales promotions
Abstract
While prior research has examined the issue of sales promotion proneness, very little has examined proneness to non-monetary promotions, such as contests and premiums discovered in store. This study draws on a promotions benefits framework to examine the influence of shoppers’ desired benefits on their relative proneness to in-store monetary and non-monetary promotions. Computer-aided telephone interviewing (CATI) data gathered from 500 grocery...
Paper Details
Title
Economic and utilitarian benefits of monetary versus non-monetary in-store sales promotions
Published Date
Jul 30, 2014
Volume
31
Issue
3-4
Pages
247 - 268
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