Consumer behaviour towards sales promotions and store brands

被引：0

作者：

Buil Carrasco, Isabel ^{[1
]}

Martinez Salinas, Eva ^{[1
]}

Montaner Gutierrez, Teresa ^{[1
]}

机构：

[1] Univ Zaragoza, Dpto Econ & Direcc Empresas, Zaragoza, Spain

来源：

UNIVERSIA BUSINESS REVIEW | 2007年 / 16期

关键词：

Sales promotions Store brands; Consumer behaviour; Market segmentation; Cluster analysis;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

In recent years store brands and sales promotions have gained in importance in our markets as a result of the changes in consumers. This paper analyzes the consumers' behaviour to promotions and store brands using a survey, and identifies four clusters with different level of response. Data from the study show that deal proneness and store brand proneness are related, and that in spite of being purchased by a high percentage of population, there are consumers insensitive to these strategies.

引用

页码：22 / 35

页数：14

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