Behavioural response to sales promotion tools

Shi, Yi Zheng; Cheung, Ka Man; Prendergast, Gerard P

doi:10.1080/02650487.2005.11072939

Cited by 57 publications

(51 citation statements)

References 5 publications

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“…Post-purchase regret was measured by the scale of (4 items) used by Bui (2011). Sales promotion was measured by the scale of (6 items) used by Gbadmosi (2009), Ndubisi & Moi (2005) and Shi et al (2005). Bank-card payment (8 items) was measured using the scale by Roberts & Jones (2001) and Phau & Woo (2008).…”

Section: Methodsmentioning

confidence: 99%

An Investigation of the Relationship between Unplanned Buying and Post-purchase Regret

Saleh¹

2012

IJMS

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The purpose of this study is to investigate the association of unplanned buying with post-purchase regret, moderated by consumer-family income and gender, as well as the association of both sales promotion and bankcard payment with unplanned buying in the Saudi market. Drawing on unplanned buying and post-purchase literature, the study tested a model of post-purchase regret. A survey was conducted among Saudi consumers of retail stores in Riyadh, Saudi Arabia. A convenience sample of 927 respondents was taken for data collection, among them 903 were finalized for analysis. The study concluded that there is a positive relationship between unplanned buying and post-purchase regret. An increased association of unplanned buying with post-purchase regret has been found among low-income earners and male consumers. Furthermore, bank-card payment, but not sales promotion, has a significant association with unplanned buying. Practically, consumers and marketers can benefit from the results and recommendations of this study, both avoiding the bad consequences of post-purchase regret. Self-awareness of the factors that cause regret may turn consumers to be more rational in their future buying decisions. Marketers' perceptions of those factors may also be helpful in setting marketing strategies towards their target markets; satisfying, and retaining consumers. The original contribution of this study comes from a lack of research in the Middle East on unplanned buying, post-purchase regret and their relationship antecedents.

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Section: Methodsmentioning

confidence: 99%

An Investigation of the Relationship between Unplanned Buying and Post-purchase Regret

Saleh¹

2012

IJMS

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“…Perusahaan akan mengalami kerugian apabila konsumen melakukan peralihan merek ke merek lain. Perilaku brand switching ini dipengaruhi oleh beberapa faktor (Shi, Cheung & Prendergast, 2005). Faktor-faktor tersebut antara lain: (1) price atau pembentukan harga; (2) sales promotion atau promosi penjualan; (3) munculnya produk-produk baru (attraction by competitors); (4) kualitas; (5) distribusi.…”

Section: Gambar 1 Sistem Manajemen Keluhanunclassified

“…Artinya walaupun telah dilakukan penanganan layanan keluhan, nasabah akan tetap melakukan perpindahan bank apabila mereka tertarik dengan hal-hal lain. Faktor-faktor yang mempengaruhi perpindahan merek antara lain: harga, promosi, munculnya produk baru, kualitas, distribusi (Shi, Cheung & Prendergast, 2005). Upaya yang dapat dilakukan oleh PT Bank OCBC NISP Tbk yaitu mempertahankan bunga banknya sama tinggi dengan bank-bank yang lain sehingga nasabah PT Bank OCBC NISP Tbk tidak pindah ke bank lain karena bank lain memberikan bunga yang lebih tinggi.…”

Section: Analisis Jalurunclassified

“…Artinya walaupun telah dilakukan penanganan layanan atau keluhan, nasabah akan tetap melakukan perpindahan merek apabila mereka tertarik dengan hal-hal lain. Faktor-faktor yang mempengaruhi perpindahan merek antara lain: harga, promosi, munculnya produk baru, kualitas, distribusi (Shi, Cheung & Prendergast, 2005). Melalui hasil data kuesioner yang didapat, keseluruhan nasabah PT Bank OCBC NISP Tbk.…”

Section: Penutup Simpulanunclassified

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Analisis Hubungan Service Recovery terhadap Complaining Behavior dan Dampaknya terhadap Brand Switching

Tauriana

Christine

2011

Binus Business Review

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“…Promotional tools have been extensively studied in marketing literature, however, many such studies focus on other industries such as the retail sector (e.g. Shi, Cheung, & Prendergast, 2005;Mcneill, 2013) and other service sectors such as telecommunications (Okyere, Agyapong, & Nyarku, 2011;Obasan & Soyebo, 2012). There is a dearth of studies on the use of promotional tools in the hotel industry in particular.…”

Section: Introductionmentioning

confidence: 99%

Consumer Responses to Promotional Tools in Hotels: A Case Study of Chinese Consumers

Wei-Chen¹,

Mohsen²

2016

Global Marketing Conference Proceeding

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The rapid growth of the Chinese tourism has stimulated competition within tourismrelated industries, such as the hospitality industry. The purpose of this study is to examine the Chinese consumer reaction to different promotional tools used by hotels in China and, thus, to provide a deeper understanding for marketers of how to use sales promotion effectively to generate appropriate consumer responses. An experimental survey was administered yielding a total sample of 319 Chinese customers, who were probed using different types of sales promotion tools. Data analysis indicates that bonus packs (e.g. a 3-night stay at a hotel for the price of 2) induced the highest consumer perceived value, brand switching, and purchase acceleration intention, whereas price discounts resulted in the highest intention to spend more. Although this study has its limitations given its reliance on a convenience sample, it offers insightful practical implications for hotel business owners in Asia regarding targeting the right customers with the right promotional tools, where it is proposed that bonus packs successfully attract new Chinese customers and price discounts support in generating more sales.

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Behavioural response to sales promotion tools

Cited by 57 publications

References 5 publications

An Investigation of the Relationship between Unplanned Buying and Post-purchase Regret

An Investigation of the Relationship between Unplanned Buying and Post-purchase Regret

Analisis Hubungan Service Recovery terhadap Complaining Behavior dan Dampaknya terhadap Brand Switching

Consumer Responses to Promotional Tools in Hotels: A Case Study of Chinese Consumers

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