Antecedents and consequences of price promotions effectiveness
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Published
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
Abstract
From an approach of market orientation, the present research analyzes the influence of several factors on the efficiency of price promotions. The above mentioned factors are related to purchase behavior (the importance of price in the decision process and the consumers' level of price knowledge), as well as to the sociocultural and demographic characteristics (gender, education level, and income level). The empirical study developed, based on a sample of 600 consumers, has allowed to draw a common profile for consumers who are attracted to price promotions sales.
How to Cite
Rosa Díaz, I. M., & Rondán Cataluña, F. J. (2012). Antecedents and consequences of price promotions effectiveness. Cuadernos De Gestión, 12(2), 15–41. https://doi.org/10.5295/cdg.100207ir
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Keywords
Promotions, prices, consumer, purchase behavior
References
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CHIANG, J.; CHUNG, C. y CREMERS, E.T. (2001): “Promotions and the pattern of grocery shopping time”. Journal of Applied Statistics, Vol.28, Nº.7, pp. 801-819.
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COOPER, P. (1969): “Subjective economics: factors in a psychology of spending”, en Taylor, B. y Wills, G. (eds.) (1969): Princing strategy. Staples, London, pp. 112-121.
CRESPO ALMENDROS, E. y DEL BARRIO GARCÍA, S. (2010): “Influencia de la propensión a la promoción en el procesamiento de la promoción de ventas online”. XXII Congreso nacional de Marketing (AEMARK). Oviedo, 22 al 24 Septiembre.
DANNY, Y.L. y LEE, M. (2005): “Consumers’ Evaluations of Online Reference Price Advertisements”. International Journal of Commerce & Management, 15 (2), pp. 101-112.
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.
GRIFFIN, M.; BABIN, B.J. y MODIANOS, D. (2000): “Shopping values of Russian consumers: the impact of habituation in a developing economy”. Journal of Retailing, 76(1), pp. 33-52.
GRUCA, T.S.; SUDHARSHAN, D. y KUMAR, K.R. (2002): “Sibling brands, multiple objectives, and response to entry: The case of Marion retail coffee market”. Journal of the Academy of Marketing Science, 30 (1), pp. 59-69.
HAIR, J.F.; ANDERSON, R.E.; TATHAM, R.L. y BLACK, W.C. (1999): Análisis multivariante. Ed. Prentice Hall, Madrid.
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