What discount level should offer?
Consumers expect a good deal to be in the region of 20.40%,
Deals at higher discount rates could actually backfire and lead to negative quality inferences,
Deals at lower levels may not sufficiently attractive to induce switching. but may be effective at retaining loyal
Customers
What form of promotion should I offer?
Matching the promotion to the product category is useful. If it is a utilitarian product category (eg, dishwashing liquid), then a straight economic incentive (e.g., off may be sufficient, but ifit is a hedonic category then a promotion with excitement (e,g..sweepstake) may be cheaper and more effective Free" offers are always effective (BOGOs" usually outperform "1/2 off promotions)
Coupons are increasingly less effective due to their inconvenience and the embarrassment associated with using them. For freguently nurchased goods. lovalty program (with hedonic rewardy is very eficctive
What discount level should offer?Consumers expect a good deal to be in the region of 20.40%, Deals at higher discount rates could actually backfire and lead to negative quality inferences, Deals at lower levels may not sufficiently attractive to induce switching. but may be effective at retaining loyal Customers What form of promotion should I offer?Matching the promotion to the product category is useful. If it is a utilitarian product category (eg, dishwashing liquid), then a straight economic incentive (e.g., off may be sufficient, but ifit is a hedonic category then a promotion with excitement (e,g..sweepstake) may be cheaper and more effective Free" offers are always effective (BOGOs" usually outperform "1/2 off promotions) Coupons are increasingly less effective due to their inconvenience and the embarrassment associated with using them. For freguently nurchased goods. lovalty program (with hedonic rewardy is very eficctive
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