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

Lenard C Huff and Dana L. Alden

Considering the importance of consumer sales promotions in the marketing mix of many consumer products throughout the world, there is a notable lack of research devoted to examining consumer response to sales promotions outside North America and Western Europe.

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

Lenard C. HuffUniversity of Hawaii at Manoa

Dana L. AldenUniversity of Hawaii at 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). In...

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