CONSUMERSíATTITUDES TOWARD SALES PROMOTIONS ANDPERCEIVED BENEFITS

Mine Oyman ()
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Mine Oyman: Anadolu ‹niversitesi

Anadolu University Journal of Social Sciences, 2004, vol. 4, issue 1, 55-76

Abstract: While sales promotion has been around for a long time, its role and importance in marketing communications programs have increased in recent years. A number of factors have led to the increase in sales promotion. Among them are the growing power of retailers, declining brand loyalty, fragmentation of consumer market, short-term focus, competition and advertising clutter. Sales promotions may be targeted at any or all of consumers, distribution channel members and sales force. The target audience dictates both the promotion objectives and the mix of sales promotion tools used. For example, marketing managers use promotions to achieve some objectives such as: Prompt trial by new users, stimulate repeated uses, introduce new products, increase sales in consumer target market. They also uses sales promotions increase sales volume, stimulate in-store and selling efforts support, introduce a product to a new distribution area in resellers and sales force. Of course, consumers use sales promotions with some benefit or value expectations. They provide utilitarian benefits such as monetary savings, convenience, added value, quality as well as hedonic benefits such as entertainment, exploration. The purpose of this study, is to determine consumers attitudes toward sales promotions in general and their perceived benefits from sales promotion.

Keywords: Sales Promotion; Attitude; Perceive; Hedonic; Utilitarian; Benefits. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2004
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