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| Author: | Fam, K.S. {et al.) |
| Title: | Retail promotion objectives: Evidence from New Zealand, Portugal and Hungary |
| Journal: | Journal of Euromarketing
2002 : VOL. 11:4, p. 5-25 |
| Index terms: | Advertising Retailing Asia Europe |
| Language: | eng |
| Abstract: | Very little is known about the promotion objectives of small firms. For the study, 287 clothing and shoe retailers in New Zealand, 161 in Portugal and 328 in Hungary were questioned. Retailers were asked questions about the following: (a) what was their most recent promotion campaign, (b) what were the objectives of their recent promotion campaign, (c) how successful was their recent promotion campaign; (d) how has their particular market share changed in the past 12 months, and (e) what fraction of their stock was markdown and what was the average percentage markdown. The analysis was then extended by contrasting the promotion objectives, market share and stock markdown of successful with unsuccessful campaigns. Again the results indicated some significant variations. These results have ramifications for the small firmsÂ’ advertising strategies across countries, with an emphasis on the objectives of stock clearance and attracting new customers. A major finding was the cross-cultural differences across the three countries studied, mainly reflecting the different stages of economic development. |
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