search query: @author Babakus, E. / total: 8
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| Author: | Tat, P. Cunnigham, W. A. Babakus, E. |
| Title: | Consumer perceptions of rebates. |
| Journal: | Journal of Advertising Research
1988 : AUG-SEP, VOL. 28:4, p. 45-50 |
| Index terms: | SALES PROMOTION CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | A Likert-type scale was developed to explore consumer perceptions of rebates. The scale consisted of three empirically determined components. One major finding of the study was the negative relationship between rebate redemption and the perceived efforts and difficulties associated with the redemption process. The results also confirmed the importance of the complementary nature of rebates and the other elements of the promotion mix, especially advertising.Further research is necessary to understand why consumers use rebates. |
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