An Experimental Investigation of Factors Affecting Consumers Perceptions of Digital Sales Promotions

Gadi Dung Paul

Authors

Gadi Dung Paul

Keywords:

sales promotion, digital goods, digital marketing, promotional premium

Abstract

Along with the existence of modern content-based digital goods, a promotional premium product no longer need to be tangible -digital premiums are alternatives to traditional physical premium products. This article reports the results of an experimental study, where the purpose was to gain understanding of consumer perceptions of digital premium-based promotional offers. Three characteristics related to digital premium-based promotions were manipulated in the context of a bottled water purchase: the immediacy of receiving the premium, the method the premium is earned and the tangibility of the premium. Covariate included consumer perceptions of the promoted brand and product category both in terms of the advertised product as well as the premium product. The results show that the examined factors have interactive effects on consumer perceptions. Of the three factors, immediate premium reception had the most impact on the overall appreciation of the promotion and was less likely to be perceived as manipulative. Managerial implications as well as suggestions for future research are provided.

Downloads

How to Cite

An Experimental Investigation of Factors Affecting Consumers Perceptions of Digital Sales Promotions. (2015). Global Journal of Management and Business Research, 15(A2), 31-38. https://journalofbusiness.org/index.php/GJMBR/article/view/1608

Download Citation

References

B Alvarez Alvarez, R Vásquez Caesiellus (2010) Consumer evaluations of sales promotion: the effect on brand choice. 39(1/2).

K Boonlertvanic (2010) The relationship between sale promotions, duration of receiving rewards and customer preference: a case study on financial products. 10, 1.

F Brassington, S Pettit (1997) Principles of Marketing.

J Burnett (1993) Promotion Management.

Pierre Chandon, Brian Wansink, Gilles Laurent (2000) A Benefit Congruency Framework of Sales Promotion Effectiveness. 64(4), 65-81.

S Chiou-Wei, J Inman (2008) Do shoppers like electronic coupons. 84(3), 297-307.

Alain D'astous, Isabelle Jacob (2002) Understanding consumer reactions to premium‐based promotional offers. 36(11/12), 1270-1286.

A D'astous, V Landerville (2003) An experimental investigation of factors affecting consumers' perceptions of sales promotions. 37, 11-12.

Marnik Dekimpe, Dominique Hanssens (1995) The Persistence of Marketing Effects on Sales. 14(1), 1-21.

K Hui, P Chau (2002) Classifying digital products. 45(6).

G Keppel (1991) Design and Analysis: A Researcher's Handbook.

N Koiso-Kanttila (2008) Digital Content Marketing: A Literature Synthesis. 20, 45-65.

Prakashraj Kumavat (2011) A Book Review On Principles Of Marketing Management 14Th Edition By Philip Kotler And Gary Armstrong. 1(4), 83-85.

N Koukova, P Kannan, B Ratchford (2008) Product form bundling: Implications for marketing digital products. 84(2), 181-194.

Michel Laroche, Frank Pons, Nadia Zgolli, Marie-Cécile Cervellon, Chankon Kim (2003) A model of consumer response to two retail sales promotion techniques. 56(7), 513-522.

Michel Laroche, Zhiyong Yang, Gordon Mcdougall, Jasmin Bergeron (2005) Internet versus bricks-and-mortar retailers: An investigation into intangibility and its consequences. 81(4), 251-267.

S Liao, Y Ze (2006) The effect of nonmonetary sales promotion on consumer preferences: the contingent role of product category. 8(2).

D Lichtenstein, S Burton, R Netemeyer (1997) An experimental examination of deal proneness across sales promotion types: a consumer segmentation perspective. 73(2), 283-297.

A Magid, L Lodish (1990) Getting the most out of advertising and promotions. 68(3), 50-63.

Naresh Malhotra, D Birks (2006) An Approach to the Measurement of Consumer Preferences Using Limited Information. 23(1), 33.

J Myers, M Well, A (2003) Research Design and Statistical Analysis.

Ian Phau, Sui Meng Poon (2006) Factors influencing the types of products and services purchased over the Internet. 10(2), 102-113.

B Rajagopal (2008) Point-of-sales promotions and bying stimulation in retail stores. 24. 15(4), 249-266.

J Rossiter, R Percy (1987) Advertising & Promotion Management.

Jennifer Rowley (2008) Understanding digital content marketing. 24(5-6), 517-540.

I Simonson, Z Carmon, S O'curry (1994) Experimental evidence on the negative effect of product features and sales promotions on brand choice. 13(1).

Florian Stahl, Marc-Frederic Sch�fer, Wolfgang Maass (2004) Strategies for Selling Paid Content on Newspaper and Magazine Web Sites: An Empirical Analysis of Bundling and Splitting of News and Magazine Articles. 6(1-2), 59-66.

P Swartman, C Krueger, K Der Beek (2006) The changing digital content landscape: an evaluation of e-business model development in European online news and music. 16(1), 26-43.