Economic and utilitarian benefits of monetary versus non-monetary in-store sales promotions

Published on Feb 12, 2015in Journal of Marketing Management
· DOI :10.1080/0267257X.2014.939216
Mike Reid19
Estimated H-index: 19
(RMIT: RMIT University),
Peter Thompson4
Estimated H-index: 4
(Monash University)
+ 1 AuthorsKaren Brunsø11
Estimated H-index: 11
(AU: Aarhus University)
Sources
Abstract
AbstractWhile 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 shoppers are used. The findings show that shoppers who are prone to using non-monetary in-store promotions seek exploration, entertainment and value expression benefits, in common with shoppers who are prone to monetary promotions. Both monetary and non-monetary promotion-prone shoppers feel financially constrained. In addition, non-monetary promotion-prone shoppers enjoy gambling and other hedonic outcomes. The managerial implications of our research findings are that many monetary sales promotion-prone shoppers may be attracted by the benefits provided by...
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