Publication in conference proceedings
The value of sales promotion on store choice
Susana Marques (Cunha, S. M. da.); José Crespo de Carvalho (Crespo de Carvalho, J.);
2004 Fordham Pricing Conference
Year (definitive publication)
2004
Language
English
Country
United States of America
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Abstract
The determinants of consumer’s store choice are complex. Knowing more about store decision should help in addressing practical distribution and marketing problems and improving our understanding of the consume. The present research was designed to investigate how sales promotion affected store choice. This paper presents a conceptual model of the process of assessing a retail format that includes the sales promotion. The objective is to examine: (1) if sales promotion are a store choice criteria, and (2) what type of sales promotion is more important to choose a store. To test the conceptual model is used a sample of hypermarket customers.
Acknowledgements
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Keywords
Store choice,Sales promotion