search query: @author Morrison, D. G. / total: 18
reference: 2 / 18
| Author: | Dhar, S. K. Morrison, D. G. Raju, J. S. |
| Title: | The effect of package coupons on brand choice: An epilogue on profits |
| Journal: | Marketing Science
1996 : VOL: 15:2, p. 192-203 |
| Index terms: | SALES PROMOTION BRAND CHOICE MODELS |
| Language: | eng |
| Abstract: | In the paper, the relative impact of package coupons on profits is examined. The relative profit impact of the following package coupons is compared: peel-off, in-pack and on-pack. Peel-off coupons have to be redeemed on the same purchase occasion on which they are obtained. In-pack coupons are similar to on-pack coupons except that the consumer is unaware of the presence of these coupons when the product is purchased. On-pack coupons are obtained at one purchase occasion but can only be redeemed for a discount on the couponed brand at a future purchase occasion. Results suggest that on-pack coupons lead to the highest impact on profit. Furthermore, while peel-offs lead to a higher market share than in-packs, because in-packs stimulate repurchase among previous buyers, they lead to higher profits than peel-offs, though only for stronger brands. |
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