PROMOTIONS (PERCEIVED BENEFITS AND EFFECTS)
Authors
Keywords
promotions, utilitarian benefits, hedonic benefits, effectiveness of promotional campaigns, structural equation modelling
CONTENTS
Introduction 9
Chapter ². On the necessity of reconsidering and rearranging
the dominant conceptual apparatus 13
1.1. Semantic issues in studying promotions 13
1.2. Definition issues in studying promotions 17
1.3. Classification issues in studying promotions 27
Chapter ²². Research traditions in studying the effects
of promotions 42
2.1. Rational-economic traditions 42
2.1.1. Research on the short-term effects of promotions 44
2.1.2. Research on the long-term effects of promotions 46
2.2. Descriptive-profiling traditions 52
2.3. Explorative-psychological traditions 58
2.3.1. Research based on introduced behavioural theories 59
2.3.2. Research based on endemic theories of promotions 78
2.4. Problem areas in studying promotions 88
Chapter ²²². Guidelines for conceptual specification
and measuring the perceived benefits of promotions 91
3.1. Concept of utilitarian and hedonic benefits 92
3.2. Conceptualization and operationalization of utilitarian benefits 95
3.3. Conceptualization and operationalization of hedonic benefits 106
Chapter ²V. Empirical analysis of perceived benefits
of promotions 124
4.1. Methodological framework of the research 124
4.2. Empirical arguments for the number and structure
of the benefits of promotions 127
4.3. Guidelines for increasing the effectiveness
of promotional campaigns 135
Conclusion 161
References 165
Appendixes 179
Abstract 185
ABSTRACT
Promotions are a marketing tool of increasing significance for all participants in the distribution channel. However, there are a great number of open discussion issues about them. The present study identifies and dis-cusses semantic, definition and classification issues leading to inconsis-tencies in the dominant conceptual apparatus of promotions. It derives a positive, customer-centric definition of promotion and a classification scheme on the basis of perceived benefits of promotional offers. The research traditions in studying the effect of promotions which are conditionally differentiated into three groups – rational-economic, descriptive-profiling and explorative-psychological are traced in order to find out the causes for the stated problems.
It is empirically ascertained via structural equation models that consumers find three utilitarian and one hedonic benefits in promotions. It is proved that monetary savings benefit has the greatest relative contribution to the attitude towards discounts and bonus packs; and the pleasure benefit – towards loyalty programmes, charity promotions, samplings, promotional games, and free gifts. The segment of promotion-prone consumers is identified on the basis of the outlined benefits and various psychographic charac-teristics.
Pages: 188
Price: 5 Points