An Examination of Sales Promotion Programs in Hong Kong: What the Retailers Offer and What the Consumers Prefer

Abstract

This study gives an insight into the retailer's capability of managing sales promotion by examining the sales promotion programs offered by Hong Kong cosmetic and toiletry retailers and the consumers’ preferences. The results indicate that instant-reward programs are popular among retailers and preferred by consumers. The results also show that the preferences for sales promotion programs are dependent upon consumers’ demographic and sociocultural characteristics. Implications for advertisers designing and communicating sales promotions are offered.

KEYWORDS:

• consumer behavior
• Hong Kong
• retailing cosmetics and toiletries
• sales promotion