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Consumer evaluations of sales promotion: the effect on brand choice

Essay specific features

 

Issue:

Business

 

Written by:

James H

 

Date added:

January 10, 2013

 

Level:

 

Grade:

A

 

No of pages / words:

14 / 3810

 

Was viewed:

3796 times

 

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Essay content:

Establishments wish to influence consumers' buying behaviour, and thus they launch strong promotional campaigns or introduce changes in their price policies, among other actions. However, they are not always capable of achieving their goal, since, although they may reach their objective in the short term, when the longer term is considered there are undesirable consumer actions...
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The probability that the consumer chooses a brand depends directly on the capacity of satisfaction that the brand holds for him/her. In this case, the dependent variable is the brand, and the independent variables are price, reference price, losses and gains, and the different types or techniques of sales promotion...
displayed 300 characters

General issues of this essay:
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