Bonus pack promotions:Perceptions of Controllers and CommercialManagers

Reinaldo Guerreiro, Beng Soo Ong and Ariovaldo dos Santos
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Reinaldo Guerreiro: University of São Paulo
Beng Soo Ong: California State University
Ariovaldo dos Santos: University of São Paulo

Brazilian Business Review, 2004, vol. 1, issue 2, 103-117

Abstract: This paper compares the perceptions of controllers with those ofcommercial managers in industrial companies with respect to various aspects ofbonus packs promotions. The study is conducted on the premise that the economicresult of a price discount decision and that of a product quantity bonus decision areequal (when considering the same product quantity delivered to the client). Thisstudy uses data from two independent studies. In the first, 600 questionnaires weresent to commercial managers in companies selected from different sectors andregistered in the database of FIPECAFI-FEA-USP. In the second study, the same600 questionnaires were sent to the controllers of the companies. The resultsdemonstrate that the controllers and the commercial managers hold similar viewswith respect to the majority of the research questions. The points on which opinionsdiffer refer to the calculation of the product cost and the cost of product bonus unitsfor the company. Classification-JEL:

Keywords: price discount; bonus packs; sales promotions. (search for similar items in EconPapers)
Date: 2004
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