There is growing interest by Consumer Packaged Goods manufacturers in using tnonprice sales promotions, including competitions and sweepstakes and in better understanding consumers’ engagement with and reaction to these forms of sales promotion (Kalra and Shi, 2010). A contest or sweepstake is a purchase incentive offering a chance to win one or more, generally uncertain, rewards. Interest has been driven by changing economic and competitive environments including a battle for supermarket shelf space, the penetration of store brands, increased manufacturer brand price discounting and improved promotional delivery mechanisms including the internet. Despite growing use of such promotions by manufacturers and retailers there is still limited knowledge of the factors that cause a consumer to be prone to such offers (Prendergast, Poon, Tsang, and Fan, 2008).
Main Research Area:
European Association of Consumer Research Conference, 2010