By Marc-Oliver Jauch
ISBN-10: 3319071149
ISBN-13: 9783319071145
ISBN-10: 3319071157
ISBN-13: 9783319071152
Uniform Across-the-Board Promotions (UABPs) are characterised via outlets delivering a uniform at the whole collection (e.g. 20% on each article) to their clients. This most modern kind of advertising has received monstrous recognition between shops and shoppers in recent years. This booklet analyses their effect on brief- and long term shop functionality and patron buying behaviour by means of utilizing state-of-the artwork advertising study equipment. additionally this ebook presents tips for retail and advertising managers on the right way to most sensible benefit from UABPs, to extend revenues and earnings whereas balancing the hazards linked to this kind of promotion.
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Additional resources for Uniform Across-the-Board Promotions
Example text
3 Literature Review Related to the Impact of UABPs 21 the expense of other period’s sales. Others such as Grover and Srinivasan (1992) find this effect to be up to 25 %. While Bell et al. (1999) on average find a similar degree (26 %) for sales being shifted from non-promotional to promotional periods, they observe a wider range of results among the 13 product categories they have observed (6–51 % of sales increase were attributable to stockpiling or purchase acceleration) (Bell et al. 1999; Grover and Srinivasan 1992; Gupta 1988).
5). References 29 In addition to the theoretical background, the literature review (Sect. 3) focused on how promotions influenced the short-term purchasing behavior (Sect. 1), specifically whether sales bumps are being caused by promotions and how promotions affect store choice, category choice or brand choice. e. whether consumers adopt their purchase behavior through stockpiling and anticipation (Sect. 1)—both short-term and adjustment effects will be separately discussed for UABPs in Chaps. 3 and 4.
1991) have found that consumers are good in assessing the frequency of regular promotions. This finding is important as empirical research has found that the impact of a promotion is significantly larger, if the promotion is unexpected (Kalwani and Yim 1992; Lattin and Bucklin 1989). Empirical research supports this theory, as Mela et al. (1998) find, that in the long-term an increased use of promotions makes consumers more promotion sensitive, which means that consumers are less likely to react on a promotion as they “sit and wait” for an even better deal to come by.
Uniform Across-the-Board Promotions by Marc-Oliver Jauch
by Ronald
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