1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 RMIT University4 Monash University5 Department of Management, Aarhus BSS, Aarhus University6 Department of Management, Aarhus BSS, Aarhus University
Does sales promotion proneness influence consumers' willingness to switch from price to non-price promotions
The objective of this research is to investigate the differences between consumers who are more or less prone to in-store sales promotions and to different types of sales promotion (price and non-price) and to examine the degree to which prize size in non-price sales promotions can overcome the reported pronenesses.
Main Research Area:
The 14th Biennial World Marketing Congress. Marketing in Transition:Scarcity, Globalism, & Sustainability, 2009