Profiling the flyer-prone consumer

Gázquez-Abad, Juan Carlos, Martínez-López, Francisco J. and Vanesa Barrales-Molina

Journal of Retailing and Consumer Services, 2014, vol. 21, issue 6, 966-975

Abstract: The purpose of this paper is to predict the differences between highly prone and less prone consumers to store flyers in terms of their sensitivity to economic, shopping-related and demographic variables. The empirical findings show that the flyer-prone consumer׳s profile somehow differs from the characteristics of consumers more prone to other types of promotion and to deals in general. The managerial implications underline that including a price-discount support is not essential if manufacturers and retailers wish to increase the probability of store flyers being consulted by a consumer. Nevertheless, the credibility of flyers depends on consumers’ perception of potential savings being maintained.

Keywords: Store flyers; Feature advertising; Sales promotion; Deal-proneness (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698914001271
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:21:y:2014:i:6:p:966-975

DOI: 10.1016/j.jretconser.2014.08.019

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().