Predicting Premium Proneness

Gerard P. Prendergast, Alex S. L. Tsang and Derek T.Y. Poon

A premium is a free gift offered to consumers when they purchase a product, and marketers in many product categories are using them as a sales promotional tool.

Predicting Premium Proneness

Gerard P. Prendergast and Alex S. L. TsangHong Kong Baptist University

Derek T. Y. PoonHong Kong Productivity Council

Ting Yan FanInternational Coins (HK) Ltd

INTRODUCTION

Sales promotion represents an important component of the...

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