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| Tekijä: | Gurau, C. Tinson, J. |
| Otsikko: | Early evangelist or reluctant Rudolph? Attitudes towards the Christmas commercial campaign |
| Lehti: | Journal of Consumer Behaviour
2003 : SEP, VOL. 3:1, p. 48-62 |
| Asiasana: | Consumer behaviour Consumer attitudes Marketing Shopping Gifts United Kingdom |
| Kieli: | eng |
| Tiivistelmä: | Organisations utilize and maximize marketing at various traditional events during the year. Customized offers are combined with intensive commercial campaigns, which use traditional symbols to boost sales volume. The response of customers to these promotional 'storms' is complex and diverse. Buyers have developed a series of strategies to deal with the information overload and their attitudes largely determine their response to commercial offers. This paper aims to investigate the response of customers to the Christmas commercial campaign. Based on customers' attitudes and behaviour, this study proposes an original segmentation of Christmas shoppers, and investigates the use of different advertising channels by different segments. |
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