Do customers believe in automobile industry rebate incentives?

Richard F. Beltramini and Patricia S Chapman

Automobile industry promotional incentives to consumers have been used for 25 years, yet little empirical research exists in this specific area.

Do Customers Believe in Automobile Industry Rebate Incentives?

Richard F. BeltraminiWayne State University andPatricia S. Chapman Maritz Marketing Research

Incentives are promotional tools (typically coupons, rebates, free trials, and so on) used strategically in various industries not only to increase brand awareness, but to encourage consumers either to try new products or enhance repeat purchases. For example, a consumer packaged goods company might utilize coupon incentives to encourage consumers to try the 'new flavored product X,' enabling them to try the new flavor at a discounted price, instead of buying the same flavor they normally do...

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