Sales Promotion Literature Review Promotion - 1132 Words

Sales promotion literature review Identifying the Frequent Users of Promotions Demographics were the first variables employed to identify the frequent users of sales promotions, with few, if any, condusive results. For example, the effect of income is not dear (Blattberg and Neslin 1990, pp. 73-76). As a result, the more recent studies have relied on: (a) perceived risk theory (Bauer 1960); (b) economic theory; or (c) psychographics (Tables 1-3, respectively). Overall, these studies have sketched a rather coherent portrait of the frequent users of promotions: they are price sensitive; receptive to price and promotion information; bremd switchers; and heavy buyers of the category. Besides, they stodqjile and accelerate their purchases in reaction to sales promotions. These studies eire also useful for, e.g. targeting the heavy users of promotions or deterring buyers from taking advantage of promotions Purchase Situation and Purchasing Strategies Involving Sales Promotions The literature on purchasing strategies has taken a situational approach, as opposed to the former stream of research which assumes that a natural deal-proneness explains consumers responses to sales promotions. For example, the economic model reviewed above predicts that such a penchant should not vary across produd categories, since the costs assodated with coupons are the same, and since it is in consumers best interests to spread these costs over the maximum number of purchases (Bawa andShow MoreRelatedFraming Effects the Sales Promotion by Referring to the Mental Accounting Theory894 Words   |  4 Pagespoint are presented as gains and it affects choice, judgment, and risk-taking differently than the same alternatives which are below the reference point and are coded as losses by the consumer. In extant literature, there have been efforts to explain the framing effects of sales promotion by referring to mental accounting theory. 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