Enhancing food promotion in the supermarket industry: a framework for sales promotion success

Sales promotion research has tended to be narrow in focus, emphasizing one particular tool (generally price discounting) and comparing the usefulness of the technique with advertising, for example.

Enhancing Food Promotion in the Supermarket Industry - a Framework for Sales Promotion Success

Lisa S. SimpsonUniversity of Otago

SALES PROMOTION IN THE FOOD RETAIL INDUSTRY

In the food industry, an increasingly large proportion of retailer and manufacturer marketing budgets are allocated to retail sales promotion (Low & Mohr 2000). Some of this increase is attributed to changes in consumer purchase behaviour, with greater levels of impulse buying and value seeking making sales promotion a more effective means of reaching the supermarket shopper (Peattie & Peattie 1993). Other explanations for the increase include the 'snowball effect', where, due to...

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