Determination of customer preferences for benefits provided by sales promotion at shopping centres in Lithuania

Direct Link:
Collection:
Mokslo publikacijos / Scientific publications
Document Type:
Straipsnis / Article
Language:
Anglų kalba / English
Title:
Determination of customer preferences for benefits provided by sales promotion at shopping centres in Lithuania
Authors:
In the Journal:
Analele ştiinţifice ale Universităţii "Al.I. Cuza" din Iaşi. Ştiinţe economice [Scientific Annals of the Alexandru Ioan Cuza University of Iasi: Economic Sciences Series]. 2015, vol. 62, no. 1, p. 85-92
Keywords:
LT
Rinka. Rinkodara / Market. Marketing; Vartotojai / Consumers.
Summary / Abstract:

LTReikšminiai žodžiai: Nauda vartotojams; Pardavimų skatinimas; Prekybos centrai; Vartotojų nauda; Consumer benefits; Lithuania; Sales promotion; Shopping centres.

ENThe intensifying competition forces organizations to search for various measures which could help in persuading consumer to buy a product. Consequently, the attention to customer attraction is growing enormously. One of marketing measures used for this purpose is sales promotion. However, many measures of this marketing tool used by the companies do not attract consumers and end in failure. The article is aimed to determine customer preferences for benefits provided by sales promotion at shopping centres in Lithuania. Based on the results of questionnaire research the main conclusion is that customers of shopping centres in Lithuania are mainly driven by the utilitarian benefits of sales promotion, and are not affected by hedonic ones. [From the publication]

DOI:
10.1515/aicue-2015-0006
ISSN:
2068-8717; 0379-7864
Subject:
Vadyba / Management
Permalink:
https://www.lituanistika.lt/content/67958
Updated:
2022-03-26 13:11:32
Metrics:
Views: 13    Downloads: 5
Export:
Download