MARC details
| 000 -LEADER |
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| fixed length control field |
01897nab a2200205 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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171116b xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Dastidar, Surajit Ghosh |
| 245 ## - TITLE STATEMENT |
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| Title |
An Evaluation of Consumers Deal-Specific Response to Sales Promotions Based on Their Product Involvement |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
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| Date of publication, distribution, etc |
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| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
7-26 p. |
| 520 ## - SUMMARY, ETC. |
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| 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 |
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| Topical term or geographic name as entry element |
Sales promotion |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Marketing strategy |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Consumer behavior |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Deals |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Fast moving consumer goods (FMCG) |
| 773 0# - HOST ITEM ENTRY |
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| 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 |
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| Uniform Resource Identifier |
http://192.168.6.75/libsuite/mm_files/Articles/AR16364.pdf |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Item type |
Articles |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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