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An examination of sales promotion programs in Hong Kong: what the retailers offer and what the consumers prefer

Citation

Yang, L and Cheung, W-L and Henry, J and Guthrie, J and Fam, K-S, An examination of sales promotion programs in Hong Kong: what the retailers offer and what the consumers prefer, Journal of Promotion Management, 16, (4) pp. 467-479. ISSN 1049-6491 (2010) [Refereed Article]

Copyright Statement

Copyright 2010 Taylor & Francis Group, LLC

DOI: doi:10.1080/10496491003659563

Abstract

This study gives an insight into the retailer's capability of managing sales promotion by examining the sales promotion programs offered by Hong Kong cosmetic and toiletry retailers and the consumers’ preferences. The results indicate that instant-reward programs are popular among retailers and preferred by consumers. The results also show that the preferences for sales promotion programs are dependent upon consumers’ demographic and sociocultural characteristics. Implications for advertisers designing and communicating sales promotions are offered.

Item Details

Item Type:Refereed Article
Keywords:consumer behavior, Hong Kong, retailing cosmetics and toiletries, sales promotion
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing not elsewhere classified
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:Yang, L (Dr Lin Yang)
ID Code:124111
Year Published:2010
Deposited By:Tasmanian School of Business and Economics
Deposited On:2018-02-08
Last Modified:2018-05-30
Downloads:0

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