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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 |
| UTAS Author: | Yang, L (Dr Lin Yang) |
| ID Code: | 124111 |
| Year Published: | 2010 |
| Deposited By: | TSBE |
| Deposited On: | 2018-02-08 |
| Last Modified: | 2018-05-30 |
| Downloads: | 0 |
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