TY - JOUR
T1 - Economic and utilitarian benefits of monetary versus non-monetary in-store sales promotions
AU - Reid, Mike
AU - Thompson, Peter
AU - Mavondo, Felix Tinoziva
AU - Brunso, Karen
PY - 2015
Y1 - 2015
N2 - While prior research has examined the issue of sales promotion proneness, very little has examined proneness to non-monetary promotions, such as contests and premiums discovered in store. This study draws on a promotions benefits framework to examine the influence of shoppers desired benefits on their relative proneness to in-store monetary and non-monetary promotions. Computer-aided telephone interviewing (CATI) data gathered from 500 grocery shoppers are used. The findings show that shoppers who are prone to using non-monetary in-store promotions seek exploration, entertainment and value expression benefits, in common with shoppers who are prone to monetary promotions. Both monetary and non-monetary promotion-prone shoppers feel financially constrained. In addition, non-monetary promotion-prone shoppers enjoy gambling and other hedonic outcomes. The managerial implications of our research findings are that many monetary sales promotion-prone shoppers may be attracted by the benefits provided by non-monetary promotions. The increased use by managers of non-monetary promotions instead of monetary promotions may result in improved category value and brand equity benefits.
AB - While prior research has examined the issue of sales promotion proneness, very little has examined proneness to non-monetary promotions, such as contests and premiums discovered in store. This study draws on a promotions benefits framework to examine the influence of shoppers desired benefits on their relative proneness to in-store monetary and non-monetary promotions. Computer-aided telephone interviewing (CATI) data gathered from 500 grocery shoppers are used. The findings show that shoppers who are prone to using non-monetary in-store promotions seek exploration, entertainment and value expression benefits, in common with shoppers who are prone to monetary promotions. Both monetary and non-monetary promotion-prone shoppers feel financially constrained. In addition, non-monetary promotion-prone shoppers enjoy gambling and other hedonic outcomes. The managerial implications of our research findings are that many monetary sales promotion-prone shoppers may be attracted by the benefits provided by non-monetary promotions. The increased use by managers of non-monetary promotions instead of monetary promotions may result in improved category value and brand equity benefits.
U2 - 10.1080/0267257X.2014.939216
DO - 10.1080/0267257X.2014.939216
M3 - Article
SN - 0267-257X
VL - 31
SP - 247
EP - 268
JO - Journal of Marketing Management
JF - Journal of Marketing Management
IS - 3-4
ER -