IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-00771093.html
   My bibliography  Save this paper

Quelle technique promotionnelle privilégier pour défendre le pouvoir d'achat des consommateurs - Réductions de prix immédiates ou lots virtuels ?

Author

Listed:
  • Blandine Labbé-Pinlon

    (Audencia Recherche - Audencia Business School)

  • Cindy Lombart

    (Audencia Recherche - Audencia Business School)

  • Didier Louis

    (UN - Université de Nantes)

Abstract

Which promotional techniques should be favoured to defend consumers' purchasing power: temporary price reductions or separate-item bundles? An experiment conducted in a store laboratory showed first that separate-item bundles are perceived as less interesting than the temporary price reductions. Moreover, they increase consumers' spending by inciting them to buy in bigger quantity the products on promotion in order to obtain the discount but also indirectly other products not on promotion. Temporary price reductions are thus more appropriated to defend consumers' purchasing power. However, separate-item bundles are relevant for products with high rates of consumption and/or significant habits of storage and/or low products prices. Further research should complete these first opportunistic purchase motivations of separate- item bundles.

Suggested Citation

  • Blandine Labbé-Pinlon & Cindy Lombart & Didier Louis, 2009. "Quelle technique promotionnelle privilégier pour défendre le pouvoir d'achat des consommateurs - Réductions de prix immédiates ou lots virtuels ?," Post-Print hal-00771093, HAL.
    • Handle: RePEc:hal:journl:hal-00771093
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-00771093. See general information about how to correct material in RePEc.

    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.

    We have no bibliographic references for this item. You can help adding them by using 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.