Cross-national Research: An Investigation of Consumer Response to Sales Promotions in Developing Markets: A Three-Country Analysis

Lenard C Huff and Dana L Alder

The study is based on research carried out in Taiwan, Thailand and Malaysia into various types of promotions including the use of coupons, price orientated promotions and sweepstakes.

An Investigation of Consumer Response to Sales Promotions in Developing Markets: A Three-Country Analysis

Lenard C. Huff University of Hawaii, Manoa andDana L. AldenUniversity of Hawaii,  Manoa

Throughout the world, consumer sales promotions are an integral part of the marketing mix for many consumer products. Marketing managers use price-oriented promotions such as coupons, rebates, and price discounts to increase sales and market share, entice trial, and encourage brand switching. Non-price promotions such as sweepstakes, frequent user clubs, and premiums add excitement and value to brands and may encourage brand loyalty (e.g., Aaker 1991; Shea, 1996)....

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