search query: @author Hite, R. E. / total: 12
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| Author: | Fraser, C. Hite, R. E. |
| Title: | Varied consumer responses to promotions: a case for response-based decision-making |
| Journal: | Journal of the Market Research Society
1990 : JUL, VOL. 32:3, p. 349-375 |
| Index terms: | CONSUMER BEHAVIOUR CONSUMER CHOICE PROMOTION DECISION MAKING BRANDS PROFITABILITY |
| Language: | eng |
| Abstract: | Prior research on response to promotion is offered and eight broad responses, which are combinations of brand choice, demand, and timing responses to temporary price discounts, are predicted from existing theories. Market is segmented based on individual household's response pattern, and responses to promotional offers in the instant and ground coffee market are examined. Estimates and results of hypotheses test are presented. Brand choice, demand and purchase timing are analysed. It is apparent, that consumers are heterogeneous with respect to their promotion responsiveness, yet vast majority is responsive. It is proved, that the profitability of promotions could be improved. |
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