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dc.contributor.authorFam, Kim-Shyanen_NZ
dc.contributor.authorMerrilees, Billen_NZ
dc.identifier.citationFam, K.-S., & Merrilees, B. (1996). Determinants of shoe retailers’ perceptions of promotion tools. Journal of Retailing and Consumer Services, 3(3), 155–162. doi:10.1016/0969-6989(95)00094-1en
dc.descriptionThe full text of this item is available only via the related link.en_NZ
dc.description.abstractThis 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.en_NZ
dc.relation.ispartofJournal of Retailing and Consumer Servicesen_NZ
dc.subjectretailers' decision-makingen_NZ
dc.subjectpromotion mixen_NZ
dc.subjectculture and strategyen_NZ
dc.subject.lcshHF Commerceen_NZ
dc.subject.lcshHF5601 Accountingen_NZ
dc.titleDeterminants of shoe retailers' perceptions of promotion toolsen_NZ
dc.typeJournal Articleen_NZ
otago.openaccessAbstract Only
dc.description.refereedPeer Revieweden_NZ
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