Determinants of shoe retailers' perceptions of promotion tools
Fam, Kim-Shyan; Merrilees, Bill
This study is concerned with the retailers' perceptions of promotion tools, and with what determines their perceptions. The database is based on the application of postal questionnaires involving 104 retail stores located in the eight capital cities of Australia. The importance of in-store promotional activities is clearly evident in that the top three promotion tools, as perceived, are all in-store tools. This reflects the importance of in-store purchasing. Promotion intensity was found to be the most important determinant; cultural disposition only has a minor effect. The study also found that very different promotional mixes were used, depending on whether the retailers used a low-cost, differentiation or focus retail strategy.
Keywords: retailers' decision-making; promotion mix; culture and strategy
Research Type: Journal Article
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