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An examination of retailers and consumers preferences for sales promotion programs in Hong Kong
Citation
Yang, L and Xin, D and Guthrie, J and Fam, K-S, An examination of retailers and consumers preferences for sales promotion programs in Hong Kong, 2008 Global Marketing Conference, 20-23 March 2008, Shanghai, pp. 1-3. (2008) [Conference Extract]
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Abstract
Sales promotion is value offered to the customer in a short-term orientation. The potential
benefits of using sales promotions could range from attracting new customers from
competitors to persuading customers to switch to brands with higher profit margins or
simply inducing existing customers to buy more. Over the years, sales promotion has
become a ubiquitous element of consumer marketing. However, not all promotional
activities are effective. A large number of literature reviewed essentially focused on the
functions of sales promotion activities (eg. Liao 2006, Gilbert and Jackaria 2002, Peattie
1998, Peattie and Peattie 1995). However, a relatively small number of the studies
explicitly examined the retailers’ capability of managing ‘sales’. Betts and McGoldrick
(1995) examined a wide range of factors that might influence ‘sales’, including the
external environment, retailers and behaviour. Merrilees and Fam’s article (1999) relates
to the drivers of effective methods of managing retail ‘sales’. Following this rationale, the
primary objective of this study is to focus on the sales promotion techniques offered by
Hong Kong cosmetics and toiletries retailers and to what extent these techniques are
preferred by their consumers.
Item Details
| Item Type: | Conference Extract |
|---|---|
| Keywords: | retailer and consumer, sales promotion, preference, Hong Kong |
| 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: | 124121 |
| Year Published: | 2008 |
| Deposited By: | Tasmanian School of Business and Economics |
| Deposited On: | 2018-02-08 |
| Last Modified: | 2018-03-22 |
| Downloads: | 0 |
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