Behavioural response to sales promotion tools: a Hong Kong study

Gerard Prendergast

Supermarkets are heavy users of sales promotion devices and need to be able to assess the effectiveness of these tools.

Behavioural Response to Sales Promotion Tools

A Hong Kong study

Yi-Zheng Shi, Ka-Man Cheung & Gerard PrendergastHong Kong Baptist University

INTRODUCTION

The accountability of marketing communications expenditure has long been under attack. Billions of dollars are spent on marketing communications every year, and there is gathering literature on how effective (or ineffective) marketing spending is, i.e. on 'marketing productivity' (Rust et al. 2004). More often than not, productive marketing is considered to be marketing that has a positive impact on the bottom line.

As Hong Kong continues to ride out a recession, households...

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