An Evaluation of Consumers Deal-Specific Response to Sales Promotions Based on Their Product Involvement (Record no. 93010)

MARC details
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Personal name Dastidar, Surajit Ghosh
245 ## - TITLE STATEMENT
Title An Evaluation of Consumers Deal-Specific Response to Sales Promotions Based on Their Product Involvement
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc
Date of publication, distribution, etc
300 ## - PHYSICAL DESCRIPTION
Extent 7-26 p.
520 ## - SUMMARY, ETC.
Summary, etc Consumer sales promotions (deals) are the key promotional strategies that marketers are employing today to provoke consumers for immediate product purchase. For effective use of deals, it is pertinent for the marketers to understand the consumers' response to various deals in a given product category. This research has examined whether the dealprone buyers in a given product category are also the deal-prone buyers for other product categories. Consumers' deal redemption intention, tested in the case of eight types of deals, using a sample of 410 respondents, has been compared across a low-involvement FMCG product, e.g., shampoo, and a high-involvement durable product, e.g., apparel, to assess whether consumers are consistent, or vary, in their deal proneness across these two product categories. The results depict significant differences in consumers' deal proneness across the two product categories in the case of a majority of the deal types included in this study. The findings have important theoretical implication and are expected to enable the marketers to strategize the use of various deals effectively, specifically as per their product category.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Sales promotion
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Topical term or geographic name as entry element Marketing strategy
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Topical term or geographic name as entry element Consumer behavior
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Deals
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Topical term or geographic name as entry element Fast moving consumer goods (FMCG)
773 0# - HOST ITEM ENTRY
Host Biblionumber 40066
Place, publisher, and date of publication Telegana IUP Publications
Other item identifier S86783
Title IUP Journal of Marketing Management; 16(2) May 2017
International Standard Serial Number 0972-6845
856 ## - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier http://192.168.6.75/libsuite/mm_files/Articles/AR16364.pdf
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Item type Articles
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
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Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Home library Current library Date acquired Total Checkouts Barcode Date last seen Koha item type
    Dewey Decimal Classification     Main Library Main Library 16/11/2017   AR16364 16/11/2017 Articles

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