Retail Promotion Objectives: Evidence from New Zealand, Portugal and Hungary.

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Title Retail Promotion Objectives: Evidence from New Zealand, Portugal and Hungary.
Author Fam, Kim Shyan; Merrilees, Bill; Brito, Pedro; Jozsa, Laszlo
Journal Name Journal of Euromarketing
Editor Erdener Kaynak
Year Published 2002
Place of publication USA
Publisher The Haworth Press, Inc.
Abstract Very little is known about the promotion objectives of small firms. In particular, do differences in promotional campaigns warrant a different set of promotion objectives, and how effective were these objectives? Are there differences in the use of promotion objectives amongst retailers with different national background, but within the same retail category? To address these questions, we questioned 287 clothing and shoe retailers in New Zealand, 161 in Portugal and 328 in Hungary. Retailers were asked questions about the following: (a) what was their most recent promotion campaign; (b) what were the objectives of their recent promotion campaign; (c) how successful was their recent promotion campaign; (d) how has their particular market share changed in the past 12 months; and (e) what fraction of their stock was markdown and what was the average percentage markdown. We then extended the analysis by contrasting the promotion objectives, market share and stock markdown of successful with unsuccessful campaigns. Again the results indicated some significant variations. These results have ramifications for the small firms' advertising strategies across countries, with an emphasis on the objectives of stock clearance and attracting new customers. A major finding was the cross-cultural differences across the three countries studied, mainly reflecting the different stages of economic development.
Peer Reviewed Yes
Published Yes
Publisher URI
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Copyright Statement Copyright 2002 Haworth Press. Please refer to the journal link for access to the definitive, published version.
Volume 11
Issue Number 4
Page from 5
Page to 25
ISSN 1049-6483
Date Accessioned 2003-06-26
Language en_AU
Research Centre Griffith Institute For Tourism
Subject PRE2009-Marketing and Market Research
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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