Essays on consumers’ responses to retail promotions

By: Kumari, RashmiMaterial type: Computer fileComputer filePublication details: Ahmedabad Indian Institute of Management Ahmedabad 2022Description: 130p. Includes bibliographical references and appendixSubject(s): Retailing | Consumer behaviourDDC classification: TH 2022-10 Online resources: eThesis Summary: How do consumers respond to innovative forms of promotional strategies employed by retailers? This thesis attempts to answer this question across two essays, using experiments as a primary method of inquiry. In Essay 1, six studies investigate consumers' responses to cashbacks, a novel price-promotion wherein savings are delivered automatically with minimal delay (e.g., cashback within 24 hours after the purchase). In Essay 2, seven studies examine what drives consumers’ judgments of value associated with a unique free-gift promotion that offers an option to choose from a menu of gift items.
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Item type Current library Collection Call number Status Date due Barcode
Thesis (FPM) Vikram Sarabhai Library
Reference
Non-fiction TH 2022-10 (Browse shelf(Opens below)) Not for Issue (Restricted Access) CD002695

Thesis Advisory Committee
Prof. Arvind Sahay (Chairperson)
Prof. Aruna Divya Tatavarthy (Member)
Prof. Akshaya Vijayalakshmi (Member)
Prof. Saravana Jaikumar(Member)

How do consumers respond to innovative forms of promotional strategies employed by retailers? This thesis attempts to answer this question across two essays, using experiments as a primary method of inquiry. In Essay 1, six studies investigate consumers' responses to cashbacks, a novel price-promotion wherein savings are delivered automatically with minimal delay (e.g., cashback within 24 hours after the purchase). In Essay 2, seven studies examine what drives consumers’ judgments of value associated with a unique free-gift promotion that offers an option to choose from a menu of gift items.

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