International Journal of Retail & Distribution Management

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International Journal of Retail & Distribution Management
Emerald Article: The efficacy of sales promotions in UK supermarkets: a consumer view D.C. Gilbert, N. Jackaria

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To cite this document: D.C. Gilbert, N. Jackaria, (2002),"The efficacy of sales promotions in UK supermarkets: a consumer view", International Journal of Retail & Distribution Management, Vol. 30 Iss: 6 pp. 315 - 322 Permanent link to this document: http://dx.doi.org/10.1108/09590550210429522 Downloaded on: 16-10-2012 References: This document contains references to 35 other documents Citations: This document has been cited by 17 other documents To copy this document: permissions@emeraldinsight.com

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The efficacy of sales promotions in UK supermarkets: a consumer view D.C. Gilbert and N. Jackaria

Introduction
Sales promotion is the offer of an incentive to induce a desired sales result (Gilbert, 1999). For our purposes promotional techniques, within UK supermarkets, have been taken to be ``value increasing'' promotions (i.e. coupons and price deals) and ``value adding'' (i.e. premiums, prizes/contests/sweepstakes, samples, point of purchase display, demonstration and loyalty cards). Sales promotion consists of a wide variety of short-term tactical promotional tools aimed at generating a desired response from customers. Although there is a shift in marketing communications, away from advertising towards sales promotions, there is no consensus among researchers that sales promotions lead to repeat purchase. It is agreed, however, that price promotions can result in a short-term increase in sales (Smith and Sinha, 2000; Banks and Moorthy, 1999; Kopalle and Mela, 1999; Diamond, 1992; Gupta and Cooper, 1992; Bawa and Shoemaker, 1987). It is also important to note that studies of price promotions also show that customers who take advantage of a price promotion often return to their favourite brands (Ehrenberg et al., 1994; Brandweek, 1994). There is a large body of literature, which has examined consumer response to sales promotions, especially coupons (Krishna and Zhang, 1999; Huff and Alden,...
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