Open AccessConsumer Response To Utilization Of Comparison Prices In Retail Advertisements
Author(s) -
Sammy G. Amin,
Dinesh S. Davé
Publication year - 2011
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.149
H-Index - 22
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v9i2.6084
Subject(s) - advertising , newspaper , business , promotion (chess) , marketing , sales promotion , inclusion (mineral) , sales management , psychology , political science , law , social psychology , politics
Retailers consider advertising and promotion to be among the most crucial strategic tools in a firms marketing mix. Retailers are concerned with the decision making process involving the content and format of their newspaper advertisements. In this paper an attempt was made to investigate the effects of the inclusion of store discount coupons; and the various brand types on consumer evaluation and reactions to retail newspaper advertisements. The results of this study provide retailers with directions and insights, enabling them to achieve more positive reactions from consumers in their advertising efforts.