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Abstract
Supermarkets are heavy users of sales promotion devices and need to be able to assess the effectiveness of these tools. Consumer response (brand switching, purchase acceleration, stockpiling, product trial, spending more) to five different sales promotion tools (price discounts, in-store demonstrations, coupons, sweepstakes and games, and ‘buy one get one free’) was investigated through a survey of 206 supermarket shoppers in Hong Kong. Price discounts and buy-one-get-one-free offers were felt by the consumers to be the most effective promotional tools for inducing purchase acceleration, stockpiling and spending more. In-store demonstrations were felt to be mainly effective in encouraging product trial. Coupons were considered effective mainly in inducing stockpiling and purchase acceleration. Sweepstakes and games, in contrast, were felt to be relatively ineffective in terms of generating all types of consumer response. Recommendations for marketers are presented, along with suggested directions for future research.
Additional information
Notes on contributors
Yi-Zheng Shi
Yi-Zheng Shi obtained his PhD from the University of New South Wales, Australia. At present he is Associate Professor at the Department of Marketing, Hong Kong Baptist University. Dr. Shi’s research interests include technology transfer in China, marketing and foreign direct investment. Recently, he has published on Management International Review, Journal of International Marketing, Journal of Advertising, Journal of International Consumer Marketing, and Journal of World Business. He is the author of Chinese Firms and Technology in the Reform Era published by Routledge.
Ka-Man Cheung
Ka-Man Cheung is a research associate with the School of Business, Hong Kong Baptist University.
Gerard Prendergast
Gerard Prendergast (PhD, Massey) is Associate Professor of Marketing at Hong Kong Baptist University. Before working in Hong Kong he held academic posts in the UK, Singapore, and New Zealand. His research interest is in the area of marketing communication. His recent publications have appeared in a range of international journals such as the Journal of Advertising, Journal of Advertising Research, International Journal of Advertising, and Public Relations Review.
