Sales promotion influencing consumer brand preferences/purchases
Sales promotion influencing consumer brand preferences/purchases
复制标题
影响消费者品牌偏好/购买的促销
DOI：
10.1108/jcm-01-2014-0822
复制
发表时间：
2014
影响因子：
2.8
通讯作者：
M. Block
中科院分区：
文献类型：
--
作者：
D. Schultz;M. Block
目的-本研究旨在探讨持续的促销活动是否有助于“无品牌偏好”（NBP）的下降。这是一个正在进行的系列调查的一部分，调查美国消费者对1,500多个经常购买的消费品品牌的NBP反应的增长。数据来自2002-2012年期间对一份非常大的（110万份）在线纵向消费者问卷的答复。设计/方法/方式-额外的研究，结合这一数据集与其他两个主要的美国纵向研究，证实了结果。本研究的重点是确定NBP增加的原因。初始数据集包括23种店内促销工具的使用和影响。对这些问题进行了调查，以确定影响和效果。结果-四个主要的销售促销工具，消费者的影响力，优惠券，家居样品，店内样品和零售购物卡。购物卡对购买次要品牌的影响最大，而不是主要品牌的类别。购物卡显然是一种...
Purpose – This paper aims to investigate whether or not ongoing sales promotion contributed to the declines in “no brand preference” (NBP). Part of an ongoing series investigating the growth of US consumer’s responses of NBP for more than 1,500 frequently purchased consumer product brands. Data were drawn from responses to a very large (1.1 million) online longitudinal consumer questionnaire during 2002-2012. Design/methodology/approach – Additional research, combining this data set with two other major US longitudinal studies, confirmed results. This study focused on determining reasons for NBP increase. Initial data set included use of and influence of 23 in-store promotional tools. These were investigated to determine impact and effect. Findings – Four leading sales promotional tools, based on consumer influence, were coupons, home samples, in-store samples and retail shopper cards. Shopper cards had most influence on purchase of secondary, not primary brands in categories. Shopper cards are a clearly ...