Quelle technique promotionnelle privilégier pour défendre le pouvoir d'achat des consommateurs - Réductions de prix immédiates ou lots virtuels ?

Blandine Labbé-Pinlon (), Cindy Lombart () and Didier Louis ()
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Blandine Labbé-Pinlon: Audencia Recherche - Audencia Business School
Cindy Lombart: Audencia Recherche - Audencia Business School
Didier Louis: UN - Université de Nantes

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Abstract: Which promotional techniques should be favoured to defend consumers' purchasing power: temporary price reductions or separate-item bundles? An experiment conducted in a store laboratory showed first that separate-item bundles are perceived as less interesting than the temporary price reductions. Moreover, they increase consumers' spending by inciting them to buy in bigger quantity the products on promotion in order to obtain the discount but also indirectly other products not on promotion. Temporary price reductions are thus more appropriated to defend consumers' purchasing power. However, separate-item bundles are relevant for products with high rates of consumption and/or significant habits of storage and/or low products prices. Further research should complete these first opportunistic purchase motivations of separate- item bundles.

Date: 2009-10
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Published in Décisions Marketing, 2009, (56), pp.23-35

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00771093

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