What a Hassle! Consumer Perceptions of Costs Associated with Sales Promotions

Suzanne O’Curry · Corliss Green Thornton

25 citations0/0 files storedJournal of Promotion Management

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

This study reports the results of two consumer surveys that examine how the hassles associated with different types of promotions affect their use and to discuss the implications for marketing managers. The findings indicate promotions that offer monetary savings can backfire if they impose too much hassle on consumers. Consumers strongly prefer promotions that require little or no effort, such as BOGO (buy one, get one) and price cuts. Ease of use is a factor in consumer promotions that may be as important as amount of savings. In addition, the majority of our respondents reported failures in completing requirements of promotions, particularly rebates.

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References

1990Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective 1990Sales Promotion: Concepts, Methods and Strategies 1984A Price Discrimination Theory of Coupons 1990Promotion Signal: Proxy for a Price Cut?1987The Coupon-Prone Consumer: Some Findings Based on Purchase Behavior across Product Classes 2003Consumer evaluations of different promotion types and price presentations: the moderating role of promotional benefit level 1998The Illusion of Delayed Incentives: Evaluating Future Effort-Money Transactions 1987Loss Leader Pricing and Rain Check Policy

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