Affiliation:
1. Western Kentucky University
Abstract
As marketers continue to spend more and more on sales promotions, it is increasingly important for them to consider and understand how consumers evaluate and respond to these offers as well as what influence the offers have on consumer brand attitude. This is especially significant for small businesses as their resources, including promotion budgets, are usually substantially less than their larger counterparts. Therefore, it is essential that small businesses implement marketing strategies that generate the greatest return. One such strategy is the usage of sales promotions. However, in order to accomplish this, small business managers must understand the sales promotion landscape and recognize that it extends beyond simple discounts or coupons. Further, all sales promotions are not created equal, at least not in the eyes of consumers. Whether a sales promotion is deemed as a good offer is contingent upon more than just the promotion type. Rather, marketers must be cognitive of the roles of framing, consumer type, familiarity with the brand, consumer purchase involvement, and frequency of promotion and consider the influence of each variable on the consumer’s perception of the offer and attitude towards the brand. In keeping with the Small Business Institute Journal’s primary purpose of publishing practical, applied research, this article offers practitioners a practical review for understanding the sales promotion landscape, consumer perceptions of deal value, and the potential influence of sales promotions on brand attitude as well as provides considerations for implementing a sales promotions strategy.
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