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Antecedents and consequences of price promotions effectiveness

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Author Info

  • Isabel María Rosa Díaz

    ()
    (Universidad de Sevilla)

  • Francisco Javier Rondán Cataluña

    ()
    (Universidad de Sevilla)

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    Abstract

    From an approach of market orientation, the present research analyzes the influence of several factors on the efficiency of price promotions. The above mentioned factors are related to purchase behavior (the importance of price in the decision process and the consumers� level of price knowledge), as well as to the sociocultural and demographic characteristics (gender, education level, and income level). The empirical study developed, based on a sample of 600 consumers, has allowed to draw a common profile for consumers who are attracted to price promotions sales.

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    File URL: http://www.ehu.es/cuadernosdegestion/revista/index.php/en/numeros?a=da&y=2012&v=12&n=2&o=1
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    Bibliographic Info

    Article provided by Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE) in its journal Cuadernos de Gestión.

    Volume (Year): 12 (2012)
    Issue (Month): 02 ()
    Pages: 15-41

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    Handle: RePEc:ehu:cuader:20121207

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    Postal: Instituto de Economía Aplicada a la Empresa Avda Lehendakari Aguirre 83 CP 48015 Bilbao (Vizcaya) Spain
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    Postal: Instituto de Economía Aplicada a la Empresa, Revista Cuadernos de Gestión, Facultad de CC. Económicas y Empresariales, Universidad del País Vasco, Avda. Lehendakari Aguirre 83, 48015 Bilbao, Spain
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    Web: http://www.ehu.es/cuadernosdegestion

    Related research

    Keywords: Promotions; prices; consumer; purchase behavior;

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