文章基本信息

标题：El comportamiento del consumidor ante la promoción de ventas y la marca de distribuidor
本地全文：下载
作者：Isabel Buil Carrasco ; Eva Martínez Salinas ; Teresa Montaner Gutierrez 等
期刊名称：Universia Business Review
印刷版ISSN：1698-5117
出版年度：2007
卷号：4
期号：16
出版社：Universia Business Review
摘要：In recent years store brands and sales promotions have gained in importance in our markets as a result of the changes in cosumers. 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.
其他摘要：In recent years store brands and sales promotions have gained in importance in our markets as a result of the changes in cosumers. 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.