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Comportamiento del consumidor ante los precios promocionales: una experiencia empírica

 

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Opened Access Comportamiento del consumidor ante los precios promocionales: una experiencia empírica
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Author: Rosa Díaz, Isabel María
Villarejo Ramos, Ángel Francisco
Department: Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Date: 2007
Published in: XVII Jornadas Hispano-Lusas De Gestión Científica: Conocimiento, Innovación Y Emprendedores. Camino Al Futuro (02. 2007. Logroño, España)
ISBN/ISSN: 978-84-690-3573-8
Document type: Presentation
Abstract: El objetivo fundamental de este trabajo consiste en analizar las características de los consumidores que se sienten atraídos por las ofertas basadas en promociones de precios. En concreto, se han tomado como referencia dos cuestiones relacionadas co...
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The main objective of this paper is to analyze the characteristics of consumers who are atracted to price promotions. Specifically, two issues related to purchase behavior are addressed, namely the importance of price in the decision process and consumers' level of price knowledge. In addition, a number of sociocultural and demographic characteristics have been analyzed, namely gender, age, education level, and income level. To this end, this paper presents the results of an empirical study based on a sample of 600 consumers who wereinterviewed at various stores. Results indicate that it is possible to draw a common profile for consumers who are attracted to price promotions sales. In addition, the present investigation presents some implications for business management and indicates various lines for future research.
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URI: http://hdl.handle.net/11441/39187

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