Determinantes y consecuencias de la efectividad de las promociones basadas en precios
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Publicado
10-09-2012
Isabel María Rosa Díaz
Universidad de Sevilla -F. de CC EE. y Empresariales
Francisco Javier Rondán Cataluña
Universidad de Sevilla -F. de CC EE. y Empresariales
Resumen
Partiendo de un enfoque de orientación al mercado, el presente trabajo analiza la influencia que ejercen diversos factores sobre la efectividad de las promociones basadas en precios. Dichos factores están relacionados tanto con el comportamiento de compra (importancia del precio dentro del proceso de decisión y nivel de conocimiento de los precios que poseen los compradores) como con las características socioculturales y demográficas de los consumidores (sexo, nivel de formación y nivel de ingresos). El trabajo empírico desarrollado, basado en una muestra de 600 consumidores, ha permitido trazar un perfil que define a los consumidores más proclives a sentirse atraídos por los precios promocionales.
Cómo citar
Rosa Díaz, I. M., & Rondán Cataluña, F. J. (2012). Determinantes y consecuencias de la efectividad de las promociones basadas en precios. Cuadernos De Gestión, 12(2), 15–41. https://doi.org/10.5295/cdg.100207ir
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Keywords
Promociones, precios, consumidor, comportamiento de compra
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DELVECCHIO, D. (2005): “Deal-prone consumers’ response to promotion: the effects of relative and absolute promotion value”. Psychology and Marketing, 22 (5), pp. 373–391.
DHAR, S.K. y HOCH, S.J. (1996): “Price discrimination using in-store merchandising”. Journal of Marketing, Vol. 60, enero, pp. 17-30.
DICKSON, P.R. y SAWYER, A.G. (1990): “The price knowledge and search of supermarket shoppers”. Journal of Marketing, Vol. 54, julio, pp. 42-53.
EKSTRÖM, K.M. (2003): “Revisiting the family free: Historical and future consumer behavior research”. Academy of Marketing Science Review, 1, (on-line journal).
ESTELAMI, H. (2003). “The effect of price presentation tactics on consumer evaluation effort of multidimensional prices”. Journal of Marketing Theory and Practice, 11 (2), pp. 1-16.
ESTELAMI, H.; LEHMANN, D.R. y HOLDEN, A.C. (2001): “Macro-economic determinants of consumer price knowledge: A meta-analysis of four decades of research”. International Journal of Research in Marketing, 18, pp. 341-355.
ESTELAMI, H. y LEHMANN, D.R. (2001):“The impact of research design on consumer price recall accuracy:an integrative review”. Journal of Academy of Marketing Science, 29,1, pp. 36-49.
GANESH, J.; ARNOLD, M.J. y REYNOLDS, K.E. (2000): “Understanding the customer base of service providers: an examination of the differences between switchers and stayers”. Journal of Marketing, Vol. 64, julio, pp. 65-87.
GÁZQUEZ ABAD, J.C. y SÁNCHEZ PÉREZ, M. (2009): “Characterising the deal-proneness of consumers by analysis of price”. The International Review of Retail, Distribution and Consumer Research, 19, pp. 1-28.
GENTRY, J.W.; COMMURI, S. y JUN, S. (2003). Review of Literature on Gender in the Family. Academy of Marketing Science Review, 1, (on-line journal).
GIJSBRECHTS, E.; CAMPO, K. y GOOSSENS, T. (2003): “The impact of store flyers on store trafficand store sales: a geo-marketing approach”. Journal of Retailing, 79, pp. 1–16.
GREENLEAF, E.A. (1995): “The impact of reference price effects on the profitability of price promotions”. Marketing Science, Vol. 14, Nº. 1, invierno, pp. 82-104.
GREWAL, D.; HARDESTY, D.M. y IYER, G.R. (2004), “The effects of buyer identification and purchase timing on consumers’ perceptions of trust, price fairness, and repurchase intentions”, Journal of Interactive Marketing, Vol. 18 Nº. 4, pp. 87-101.
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