haku: @author Moreau, P. / yhteensä: 1
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| Tekijä: | Moreau, P. Krishna, A. Harlam, B. |
| Otsikko: | The manufacturer-retailer-consumer triad: Differing perceptions regarding price promotions |
| Lehti: | Journal of Retailing
2001 : WINTER, VOL. 77:4, p. 547-569 |
| Asiasana: | MANUFACTURING INDUSTRY RETAILING PERCEPTION |
| Kieli: | eng |
| Tiivistelmä: | The effectiveness of any promotional strategy depends, in part, on how accurately channel members predict consumers' perceptions of their promotional activity. However, empirical research on channel member predictions and their accuracy is virtually nonexistent. In this article the authors examine manufacturer and retailer beliefs about consumers' (and each others') perceptions of sales promotions and assess the accuracy of these predictions. The authors' findings indicate that manufacturers and retailers hold similar, but equally inaccurate views of consumers' industry knowledge. When assessing consumers' specific beliefs about different types of promotions, these channel members underestimate consumer knowledge. |
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