Antecedents and consequences of price promotions effectiveness
AbstractFrom 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.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle 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 ()
Contact details of provider:
Postal: Instituto de Economía Aplicada a la Empresa Avda Lehendakari Aguirre 83 CP 48015 Bilbao (Vizcaya) Spain
Phone: + 34 94 601 3871
Fax: + 34 94 601 3710
Web page: http://www.ieae.ehu.es
More information through EDIRC
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
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alcira Macías Redondo).
If references are entirely missing, you can add them using this form.