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An examination of sales promotion programs in Hong Kong: what the retailers offer and what the consumers prefer
journal contribution
posted on 2023-05-19, 15:45 authored by Lin YangLin Yang, Cheung, W-L, Henry, J, Guthrie, J, Fam, K-SThis 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.
History
Publication title
Journal of Promotion ManagementVolume
16Issue
4Pagination
467-479ISSN
1049-6491Department/School
TSBEPublisher
RoutledgePlace of publication
United StatesRights statement
Copyright 2010 Taylor & Francis Group, LLCRepository Status
- Restricted