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| Author: | Mulhern, F. J. Padgett, D. T. |
| Title: | The relationship between retail price promotions and regular price purchases (sales promotion, Konsumentenverhalten) |
| Journal: | Journal of Marketing
1995 : OCT, VOL. 59:4, p. 83-90 |
| Index terms: | |
| Freeterms: | EINZELHANDELSBETRIEBE, PREISPOLITIK, RABATT |
| Language: | eng |
| Abstract: | Retailers offer temporary price promotions to attract shoppers and encourage them to purchase regular price merchandise. The authors match actual purchases of shoppers with an in-store survey to find a relationship between regular price and promotion purchasing. Among shoppers visiting the store for the promotion, the majority makes regular price puchases. These shoppers spend more money on regular price merchandise than on promotion merchandise. However, shoppers visiting the store for the promotion are no less profitable than other shoppers. |
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