IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this paper

Coupon, Bogof, Linksave oder Rabatt? Akzeptanz neuer Verkaufsförderungsaktionen des Lebensmitteleinzelhandels

Listed author(s):
  • Moeser, Anke
Registered author(s):

    Im deutschen Lebensmitteleinzelhandel finden sich neben dem bekannten Sonderangebot vermehrt neue Aktionsformen wie „BOGOF“, „Rabatt“, „Linksave“ oder „Coupons“. Der vorliegende Beitrag diskutiert die Akzeptanz dieser unterschiedlichen Verkaufsförderungs-aktionen. Dabei ist davon auszugehen, dass Verbraucher zwischen dem Nutzen einer Aktion und dem Aufwand bei der Wahrnehmung der Aktion abwägen. Im Rahmen einer Verbraucherbefragung zeigt sich eine deutliche Verbraucherpräferenz für das bekannte Sonderangebot, während aufwändigere Aktionsformen wie der Coupon eher abgelehnt werden. Daneben sind Opportunitätskosten der Zeit und Einkaufsfähigkeiten der Verbraucher wichtige Einflussfaktoren auf die Nutzung einer Aktion. Sales promotions like price actions, but also new forms as “BOGOF”, “rebates”, “linksaves” or “coupons” are widely used in the German retailing sector. This study discusses the consumer acceptance of these diverse promotion offers. It can be argued that consumers evaluate a promotion in dependence of the perceived utility and the costs using the promotion. Based on results of a consumer survey, consumers still favour the traditional price action, whereas promotions which involve more effort (e.g., coupons) are not accepted. Opportunity costs of time and consumer knowledge regarding buying decisions are identified as determinants of consumers’ choices.

    If 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.

    File URL:
    Download Restriction: no

    Paper provided by German Association of Agricultural Economists (GEWISOLA) in its series 51st Annual Conference, Halle, Germany, September 28-30, 2011 with number 114499.

    in new window

    Date of creation: 2011
    Handle: RePEc:ags:gewi11:114499
    Contact details of provider: Postal:
    Bundesallee 50, 38116 Braunschweig

    Phone: 0531 / 596 5501
    Fax: 0531 / 596 5599
    Web page:

    More information through EDIRC

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

    in new window

    1. Daniel Hosken & David Reiffen, 2001. "Multiproduct retailers and the sale phenomenon," Agribusiness, John Wiley & Sons, Ltd., vol. 17(1), pages 115-137.
    2. Richard H. Thaler, 2008. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, vol. 27(1), pages 15-25, 01-02.
    3. Hoffmann, Angela & Loy, Jens-Peter, 2010. "Sonderangebote und Preissynchronisation im deutschen Lebensmitteleinzelhandel," Journal of International Agricultural Trade and Development, Journal of International Agricultural Trade and Development, vol. 59(4).
    4. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," Les Cahiers de Recherche 698, HEC Paris.
    5. Herrmann Roland & Moeser Anke & Weber Sascha Alexander, 2005. "Price Rigidity in the German Grocery-Retailing Sector: Scanner-Data Evidence on Magnitude and Causes," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 3(1), pages 1-37, February.
    6. Chakravarthi Narasimhan, 1984. "A Price Discrimination Theory of Coupons," Marketing Science, INFORMS, vol. 3(2), pages 128-147.
    7. Raghubir, Priya, 2006. "An information processing review of the subjective value of money and prices," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1053-1062, October.
    Full references (including those not matched with items on IDEAS)

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:ags:gewi11:114499. See general 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: (AgEcon Search)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.