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...