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An Examination of Sales Promotion Programs

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An Examination of Sales Promotion Programs
Journal of Promotion Management, 16:467–479, 2010
Copyright © Taylor & Francis Group, LLC
ISSN: 1049-6491 print / 1540-7594 online
DOI: 10.1080/10496491003659563

An Examination of Sales Promotion Programs in Hong Kong: What the Retailers Offer and What the Consumers Prefer
LIN YANG
Victoria University of Wellington, Wellington, New Zealand

WAH-LEUNG CHEUNG
Hong Kong Baptist University, Hong Kong, China

JAMES HENRY and JOHN GUTHRIE
University of Otago, Dunedin, New Zealand

KIM-SHYAN FAM
Victoria University of Wellington, Wellington, New Zealand

This study gives an insight into the retailer’s capability of managing sales promotion by examining the sales promotion programs offered by Hong Kong cosmetic and toiletry retailers and the consumers’ preferences. The results indicate that instant-reward programs are popular among retailers and preferred by consumers. The results also show that the preferences for sales promotion programs are dependent upon consumers’ demographic and sociocultural characteristics. Implications for advertisers designing and communicating sales promotions are offered.
KEYWORDS consumer behavior, Hong Kong, retailing cosmetics and toiletries, sales promotion

INTRODUCTION
In the past decade there has been greater pressure on marketing budgets and a greater demand on marketing management to achieve marketing communications objectives more efficiently. Marketers search for a more cost-effective way to communicate with the target markets other than conventional media advertising. As a result, manufacturers and retailers have been gradually
Address correspondence to Lin Yang, School of Marketing and International Business,
Victoria University of Wellington, PO Box 600, Wellington 6140, New Zealand. E-mail: lin.yang@vuw.ac.nz 467

468

L. Yang et al.

switching from above the line mass media advertising to a variety of below the line sales promotions. This trend reflects the ongoing disenchantment
with



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