Detail Consumer Perceptions of Bonus Packs : An Exploratory Analysis   Oleh:  Tripp, Carolyn ; Foo, Nin Ho ; Beng, Soo Ong Jenis: Article from Bulletin/Magazine Dalam koleksi: The Journal of Consumer Marketing (lihat ProQuest Online) vol. 14 no. 2-3 (1997), page 102-112. Topik: SALES PROMOTION; consumer marketing; retail trade; sales promotion Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ124.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel Presents an account of a study which examined consumer perceptions of bonus pack offers. A bonus pack is a manufacturer’s sales promotion technique of giving the buyer an extra quantity of a product at the usual price (e. g. an extra 6 oz free ; buy four, get one free). No scholarly research on bonus packs was uncovered by the literature review. Hence, this study represents, perhaps, one of the earliest scholarly works on bonus packs. The research tested two offers of Vaseline Intensive Care skin lotion (one offer was of 80 percent, the other of 60 percent more free). Consumer responses - their belief in the offers (quantities and prices claimed), their perceptions of the manufacturer and of the value of the deal, and their purchase intentions - were measured.The measures were further analyzed by types of user (light versus heavy) and buyer (regular versus infrequent). Discusses managerial implications of the findings. For example, one finding was that bonus pack promotions lack credence. Offers suggestions on how to boost the credibility of bonus packs. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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