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

Publikation: Forskning - peer reviewTidsskriftartikel

  • Mike Reid
    Mike ReidRMIT UniversityAustralien
  • Peter Thompson
    Peter ThompsonMonash UniversityAustralien
  • Felix Mavondo
    Felix MavondoMonash UniversityAustralien
  • Karen Brunsø
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 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 non-monetary promotions. The increased use by managers of non-monetary promotions instead of monetary
promotions may result in improved category value and brand equity benefits.
OriginalsprogEngelsk
TidsskriftJournal of Marketing Management
Vol/bind31
Tidsskriftsnummer3-4
Sider (fra-til)247-268
ISSN0267-257X
DOI
StatusUdgivet - 2014

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