文章基本信息

标题：Free Product as a Complement or Substitute for a Purchased Product – Does it Matter
本地全文：下载
作者：Uriel Spiegel ; Uri Benzion ; Tal Shavit 等
期刊名称：Modern Economy
印刷版ISSN：2152-7245
电子版ISSN：2152-7261
出版年度：2011
卷号：2
期号：2
页码：124-131
DOI：10.4236/me.2011.22017
出版社：Scientific Research Publishing
摘要：The purpose of this paper is to examine whether price discounts or buy one get a different item free (BOG-DIF) offers are more attractive to consumers. This paper examines empirically (through the use of two different questionnaires) the effect that the relationship between the purchased and the free product has on consumer preference. A rational framework is presented and tested empirically for differing scenarios. When comparing a 50% discount to BOGDIF, it is found that the promotion’s attractiveness is influenced by the relationship between the products, i.e. whether the products are substitutes or complements. Interestingly, we find that the empirical results are inconsistent with the rational framework. This inconsistency is explained by the effect of a desired “gift”. The results are important for theoreticians and practitioners who desire to develop efficient tools and innovative avenues for sales promotions.
关键词：Discount; Present; BOGDIF; Promotions; Substitutability; Complementability