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Modern concept on the consumer choice as a rational behavior, encouraged by means of sales promotion techniques

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  • Mihal Stoyanov

Abstract

his is a brief theoretical survey of the available promotion tools and their application in the contemporary trade business. The application of such tools is a priority for the corporate business and is of increasing importance for the growing number of business formats and sites. The trade techniques are used mainly as a discriminative factor for some trade marks and products in case of minor price differences.

Suggested Citation

  • Mihal Stoyanov, 2010. "Modern concept on the consumer choice as a rational behavior, encouraged by means of sales promotion techniques," Economic Thought journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 1, pages 101-116.
  • Handle: RePEc:bas:econth:y:2010:i:1:p:101-116
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    References listed on IDEAS

    as
    1. Kapil Bawa & Robert Shoemaker, 2004. "The Effects of Free Sample Promotions on Incremental Brand Sales," Marketing Science, INFORMS, vol. 23(3), pages 345-363, November.
    2. Rajiv Lal & John D. C. Little & J. Miguel Villas-Boas, 1996. "A Theory of Forward Buying, Merchandising, and Trade Deals," Marketing Science, INFORMS, pages 21-37.
    3. L. Andreu & E. Bigné & R. Chumpitaz & V. Swaen, 2006. "How Does the Retail Environment Influence Shoppers' Emotional Experience? Evidence from Two Retail Settings," Post-Print hal-00255938, HAL.
    4. Bates, Albert D., 1976. "The troubled future of retailing," Business Horizons, Elsevier, vol. 19(4), pages 22-28, August.
    5. Richard H. Thaler, 2008. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, pages 15-25.
    6. L. Andreu & E. Bigné & R. Chumpitaz & V. Swaen, 2006. "How Does the Perceived Retail Environment Influence Consumers' Emotional Experience? Evidence from Two Retail Settings," Post-Print hal-00198886, HAL.
    7. Rajagopal, 2008. "Point of Sales Promotions and Buying Stimulation in Retail Stores," Marketing Working Papers 2008-03-MKT, Tecnológico de Monterrey, Campus Ciudad de México.
    Full references (including those not matched with items on IDEAS)

    More about this item

    JEL classification:

    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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