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Academic literature on the topic 'Promotions'
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Journal articles on the topic "Promotions"
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Yu, Zhenpeng, Hui Zeng, and Liaogang Hao. "Effects of Front-Loaded and Rear-loaded Promotions: A Comparison Of Consumers in China and Pakistan." Social Behavior and Personality: an international journal 51, no. 6 (2022): 1–7. http://dx.doi.org/10.2224/sbp.12218.
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We explored the effects of front-loaded and rear-loaded promotions on consumers across China (long-term orientation) and Pakistan (short-term orientation). Respondents were students from a university in Chengdu, China ( = 213) and a university in Karachi, Pakistan ( = 209). The results showed that front-loaded promotions generated higher consumer perceived value, greater anticipated regret, and stronger purchase intention than did rear-loaded promotions, with perceived value and anticipated regret mediating the link between promotional strategies and purchase intention. Further, cultural background played a moderating role in the influence of promotion strategies on consumer responses. Specifically, for long-term-oriented consumers in China, front-loaded promotions generated higher perceived value, greater anticipated regret, and stronger purchase intention than did rear-loaded promotions. However, for short-term oriented consumers in Pakistan, the influence of the type of promotional strategy on consumers' response was nonsignificant. This research enhances understanding of how consumers' attitude toward instant versus delayed benefits influences the effect of promotion strategies, offering management implications for global enterprises to develop effective promotion strategies.
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McDonald, Mark, and Daniel Rascher. "Does Bat Day Make Cents? The Effect of Promotions on the Demand for Major League Baseball." Journal of Sport Management 14, no. 1 (2000): 8–27. http://dx.doi.org/10.1123/jsm.14.1.8.
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A primary objective of sport marketers in the professional sport setting is to develop strategies to increase game attendance. Historically, one of the strategies to accomplish this goal has been the utilization of special promotions. This paper studied the impact of promotions on attendance at professional sport games. Specifically, this research examines (a) the overall effect of promotions on attendance, and (b) the marginal impact on attendance of additional promotional days. Using a data set containing 1,500 observations, we find that a promotion increases single game attendance by about 14%. Additionally, increasing the number of promotions has a negative effect on the marginal impact of each promotion. The loss from this watering down effect, however, is outweighed by the gain from having an extra promotion day.
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Büttner, Oliver B., Arnd Florack, and Anja S. Göritz. "How shopping orientation influences the effectiveness of monetary and nonmonetary promotions." European Journal of Marketing 49, no. 1/2 (2015): 170–89. http://dx.doi.org/10.1108/ejm-01-2012-0044.
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Purpose – This research aims to examine whether shopping orientation (experiential vs task-focused) influences how consumers react toward nonmonetary and monetary promotions. It was predicted that promotions are more effective if the promotional benefits are congruent with consumers’ shopping orientation. Moreover, consumers’ financial budget was assumed to moderate the influence of shopping orientation on promotion effectiveness. Design/methodology/approach – The hypotheses were tested in three experiments. Study 1 used a measure of shopping orientation as a consumer disposition and examined its influence on promotion attractiveness. Two further studies used an experimental manipulation of shopping orientation and examined its influence on promotions attractiveness and retailer choice. Findings – The results supported the hypotheses. Task-focused shoppers evaluated monetary promotions as more attractive than nonmonetary promotions. Experiential shoppers evaluated both types of promotions as comparably attractive. Furthermore, experiential shoppers were more likely than task-focused shoppers to choose a retailer offering a nonmonetary promotion over a retailer offering a monetary promotion. Low financial budget, however, reduced the influence of shopping orientation on retailer choice. Originality/value – To effectively use promotions as a tool, marketers and retailers need to know when and how to use them, as well as understand which type of promotion is the most effective. This research implies that retailers will benefit from customizing promotions to fit consumers’ shopping orientations. Furthermore, the findings show that the advantage of such a tailored approach is reduced if consumers’ financial budget is limited.
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Niu, Jia, Shanshan Jin, Ge Chen, and Xianhui Geng. "How Can Price Promotions Make Consumers More Interested? An Empirical Study from a Chinese Supermarket." Sustainability 16, no. 6 (2024): 2512. http://dx.doi.org/10.3390/su16062512.
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Price promotions are commonly employed to enhance supermarket performance and the sustainable development of the retail industry, yet their effectiveness may vary among similar supermarket chains. In contrast to Western countries, Chinese supermarkets are typically community-centered, allowing consumers to make frequent visits due to lower transaction costs. This multiple-visit pattern discourages substantial one-time purchases based on promotions. This study aims to investigate how pricing promotions can attract consumers more effectively and which product categories are most suitable for this purpose. Utilizing scanner data from Chinese chain supermarkets, we empirically assess the impact of promotion depth, breadth, and duration on consumer purchasing behavior using fixed effects models, IV, and GMM methods. Furthermore, we identify product category characteristics that are more appealing to consumers based on the relationships between different product category promotions and consumer behavior. Results demonstrate that each of the three price-promotion features has a positive effect on Chinese supermarket performance, with varying degrees of significance. Different promotion methods not only benefit promoted products but also stimulate sales of non-promotional items. At the product level, the impact of supermarket promotions on performance differs across categories. The most attractive category in terms of consumer purchases influenced by discounts is special paper, while small kitchen appliances have the least impact. Promoting categories with lower average prices, higher average sales volumes, fewer products, and better storage durability is conducive to attracting consumer shopping. These empirical findings have implications for academic research on price promotion theory and supermarket managers’ pricing strategy decisions, as well as the sustainable development of the offline retail industry.
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Keller, Wiebke I. Y., Barbara Deleersnyder, and Karen Gedenk. "Price Promotions and Popular Events." Journal of Marketing 83, no. 1 (2018): 73–88. http://dx.doi.org/10.1177/0022242918812055.
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Managers often use popular events, such as the Olympics, to advertise their brands more heavily. Can manufacturers and retailers capitalize on these events to enhance the response to their price promotions? This study empirically examines whether the sales response to price promotions is stronger or weaker around events than at nonevent times, and what factors drive this relative promotion response. Studying 242 brands from 30 consumer packaged goods categories in the Netherlands over more than four years, the authors find that a price promotion offered around a popular event often generates a stronger sales response than the same promotion at nonevent times, with a price promotion elasticity that is 9.3% larger, on average, during events. Still, the variance in relative promotion response across brands and events is high, and the authors identify several drivers that managers should consider before shifting promotions toward event times. Currently, managers often do not take these drivers into account. This study provides guidelines to improve promotional timing decisions in relation to popular events.
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Pan, Huifeng, and Hong-Youl Ha. "The moderating role of mobile promotion during current and subsequent purchasing occasions: the case of restaurant delivery services." International Journal of Contemporary Hospitality Management 34, no. 2 (2021): 601–22. http://dx.doi.org/10.1108/ijchm-07-2021-0852.
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Purpose This study aims to explore the moderating outcomes of mobile promotions in three parts. First, Study 1 is conducted to discover the moderating effect of mobile promotions when consumers initially purchase a restaurant service. Second, Study 2 investigates how the promotion level during subsequent purchasing events moderates the relationship between attitudes toward selecting a restaurant brand (ATRB) and repurchase intentions. Third, the study compares mobile promotion effects between the initial purchase stage and subsequent purchase state. Design/methodology/approach Two studies are conducted to test the hypotheses. Using a longitudinal survey, Study 1 demonstrates the moderating role of mobile promotions (M-promotions) during the initial restaurant choice stage (T). Study 2 extends these findings to the reordering stage (T+1). Findings The results of Study 1 show that price discounts are much more impactful than free delivery when food quality and online reviews are positive. Study 2 shows that price discounts have more substantial effects than gifts at time T+1 when ATRB is positive. The findings are relevant to both scholars and managers, adding insights to discussions on promotions arising from the evolution of consumption experiences. Research limitations/implications Promotions differ in financial value; hence, comparisons of promotional packages may vary during subsequent purchase states, helping to explain subsequent promotion stages and enabling scholars to understand their impact on the food reordering context. Originality/value The fact that no empirical studies have examined the roles of M-promotions during subsequent purchasing stages constitutes a significant gap in extant promotion research. Therefore, this study seeks to fill this gap by providing robust evidence to demonstrate these effects and related temporal mechanisms. Additionally, although the literature on promotion is used mostly in cross-sectional studies, this study addresses a common challenge to reveal dynamics of promotion levels during subsequent consumption periods.
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Bondarenko, Valerii, and Bogdana Vyshnivska. "PROMOTIONAL MARKETING AS A METHOD OF INCREASING SALES." Three Seas Economic Journal 4, no. 2 (2023): 21–28. http://dx.doi.org/10.30525/2661-5150/2023-2-3.
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This article examines the importance of promotional marketing in modern business. An analysis of scientific research and publications on the subject of promotions and their impact on business success has been carried out. The main types of promotions and their characteristics of use in business are considered. The key elements of the promotional marketing strategy and their influence on the effectiveness of the promotional campaign were studied. The research methodology consisted of the analysis of scientific literature and publications on the topic of promotional marketing in business, as well as the use of such methods as analytical (analysis of statistical data and reports of Flagman Seafood LLC on the use of promotions and their impact on product sales) and case study research (use of promotions by the company, their results and impact on consumers). The scientific novelty of promotional marketing research lies in the study of various aspects and effectiveness of promotional strategies in modern conditions. Specifically: analysis of the impact of various factors on the success of promotions, including pricing strategy, distribution channels and consumer behaviour; study of different types of promotions, such as discounts, gifts, loyalty programmes and promotions, in order to determine the most effective strategies for increasing sales and attracting new customers; study of the impact of promotions in different markets, in particular, study of the influence of cultural and social factors on the reaction of consumers to different promotional strategies. The study showed that the effectiveness of promotions depends on their correct selection and calculation. Insufficient attention to target group analysis and the development of an effective promotion strategy can lead to unsuccessful results and a loss of consumer confidence in the brand. The practical value of the research lies in the fact that the article provides practical advice and recommendations on the use of promotional marketing in business. In addition, the article can be useful for marketing managers and entrepreneurs who plan to develop their business with the help of promotions. The results of the study allow us to understand the importance of promotional marketing for increasing the competitiveness of the company and attracting more customers. The scientific novelty lies in deepening the understanding of promotional marketing and determining its importance for business. The article offers an original classification of promotions and analyses their role in the formation of consumer behaviour. In general, the article helps to increase the effectiveness of marketing strategies and ensure the successful operation of enterprises in the conditions of the modern market.
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Annisa Desty Puspatriani. "Tinjauan Strategi Promosi pada Karya Mebel Tasikmalaya." Jurnal Ekonomi Bisnis dan Manajemen 2, no. 1 (2024): 1–12. http://dx.doi.org/10.38204/ekobima.v2i1.1903.
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Currently, many promotions are carried out using digital media which are easier to use and save costs. This promotion can be said to be more effective when compared to promotions such as personal selling, direct selling and distributing brochures in general. This promotional technique is called digital marketing.This research aims to determine the promotional strategy carried out by Karya Mebel Tasikmalaya in direct promotion. This research is qualitative research with data collection carried out using literature study methods and interviews with the owners of the Karya Mebel Tasikmalaya company.Based on the research results, it can be concluded that the promotional strategy carried out by Karya Mebel Tasikmalaya has been implemented well, because it is in accordance with the promotional mix.
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Abdul Rahman, Rosnani, Zainuddin Ibrahim, Mohd Ikhwan Mohd Marzuki, Nur Sarifah Hasan, Ahmad Syafiq Zulfadzli, and Zakiah Zainal. "Augmented Reality: The Future of Movie Promotion for Malaysian Youth Cinemagoers." International Journal of Creative Multimedia 4, no. 2 (2023): 56–87. http://dx.doi.org/10.33093/ijcm.2023.4.2.5.
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Posters are great ways to promote movies. They visually show crucial components that stimulate excitement and interest in upcoming films. Nevertheless, using posters as movie promotional tools presents certain issues. Given the high volume of film releases annually, it can be challenging to differentiate oneself in a saturated market. Moreover, assessing their efficacy can pose a significant challenge. The movie advertising industry stands to benefit significantly from augmented reality's (AR) rapid development. It has the potential to generate interest in upcoming films by creating interactive and immersive experiences. This study aims to understand how Malaysian youths view AR movie promotion to determine the best approaches to creating AR-based movie promotions. Three augmented reality (AR) experiences promoting the local film "Roh" were developed and tested on university students aged 18 to 25. The results illustrate the perceptions of the Malaysian youths regarding AR movie promotion and suggest optimal approaches to creating AR-based movie promotions that appeal to this demographic.
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Aigner, Andreas, Robert Wilken, and Sylvie Geisendorf. "The Effectiveness of Promotional Cues for Organic Products in the German Retail Market." Sustainability 11, no. 24 (2019): 6986. http://dx.doi.org/10.3390/su11246986.
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The market for organic products is constantly growing, but successfully promoting them remains a controversial issue. Marketing research shows that organic products such as fruits and vegetables cannot be advertised effectively via monetary promotions (e.g., discounts); however, how promotional effectiveness is affected by other promotional actions (e.g., offering premiums instead of discounts) or the product type promoted (e.g., promoting hedonic products such as organic ice cream instead of utilitarian products) has not been empirically investigated to date. Through a study conducted with 487 German participants, we demonstrate that monetary promotion is less effective for organic than for conventional products. In contrast, non-monetary promotion (via offering increased content) enhances promotional effectiveness more for organic than for conventional products. Increased heuristic processing can explain these findings, as consumers focus more on the heuristic cues offered by non-monetary promotion when confronted with organic, and in particular hedonic organic, products.