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Bonus pack promotions:Perceptions of Controllers and CommercialManagers

Author

Listed:
  • Reinaldo Guerreiro

    (University of São Paulo)

  • Beng Soo Ong

    (California State University)

  • Ariovaldo dos Santos

    (University of São Paulo)

Abstract

This paper compares the perceptions of controllers with those ofcommercial managers in industrial companies with respect to various aspects ofbonus packs promotions. The study is conducted on the premise that the economicresult of a price discount decision and that of a product quantity bonus decision areequal (when considering the same product quantity delivered to the client). Thisstudy uses data from two independent studies. In the first, 600 questionnaires weresent to commercial managers in companies selected from different sectors andregistered in the database of FIPECAFI-FEA-USP. In the second study, the same600 questionnaires were sent to the controllers of the companies. The resultsdemonstrate that the controllers and the commercial managers hold similar viewswith respect to the majority of the research questions. The points on which opinionsdiffer refer to the calculation of the product cost and the cost of product bonus unitsfor the company. Classification-JEL:

Suggested Citation

  • Reinaldo Guerreiro & Beng Soo Ong & Ariovaldo dos Santos, 2004. "Bonus pack promotions:Perceptions of Controllers and CommercialManagers," Brazilian Business Review, Fucape Business School, vol. 1(2), pages 103-117, June.
    • Handle: RePEc:bbz:fcpbbr:v:1:y:2004:i:2:p:103-117
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    References listed on IDEAS

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    3. Arcelus, F. J. & Shah, Nita H. & Srinivasan, G., 2001. "Retailer's response to special sales: price discount vs. trade credit," Omega, Elsevier, vol. 29(5), pages 417-428, October.
    4. Praveen K. Kopalle & Carl F. Mela & Lawrence Marsh, 1999. "The Dynamic Effect of Discounting on Sales: Empirical Analysis and Normative Pricing Implications," Marketing Science, INFORMS, vol. 18(3), pages 317-332.
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