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Determination Of Customer Preferences For Benefits Provided By Sales Promotion At Shopping Centres In Lithuania

Author

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  • Pilelienė Lina

    (Faculty of Economics and Management, Vytautas Magnus University, Lithuania)

  • Bakanauskas Arvydas Petras

    (Faculty of Economics and Management, Vytautas Magnus University, Lithuania)

Abstract

The intensifying competition forces organizations to search for various measures which could help in persuading consumer to buy a product. Consequently, the attention to customer attraction is growing enormously. One of marketing measures used for this purpose is sales promotion. However, many measures of this marketing tool used by the companies do not attract consumers and end in failure. The article is aimed to determine customer preferences for benefits provided by sales promotion at shopping centres in Lithuania. Based on the results of questionnaire research the main conclusion is that customers of shopping centres in Lithuania are mainly driven by the utilitarian benefits of sales promotion, and are not affected by hedonic ones.

Suggested Citation

  • Pilelienė Lina & Bakanauskas Arvydas Petras, 2015. "Determination Of Customer Preferences For Benefits Provided By Sales Promotion At Shopping Centres In Lithuania," Scientific Annals of Economics and Business, Sciendo, vol. 62(1), pages 85-92, April.
    • Handle: RePEc:vrs:aicuec:v:62:y:2015:i:1:p:85-92:n:6
    DOI: 10.1515/aicue-2015-0006
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    References listed on IDEAS

    as
    1. Gilles Laurent & Pierre Chandon & Brian Wansink, 2000. "A Benefit Congruency Framework of Sales Promotion Effectiveness," Post-Print hal-00458440, HAL.
    2. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
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