1 / 7

9 th Multi-cultural Marketing Conference Montego Bay, Jamaica, December 11-14 2003

Strategic Groups and Choice of Promotional Tools – Empirical Evidence from Portugal and New Zealand Zhilin Yang , City University of Hong Kong Kim Shyan Fam, City University of Hong Kong. 9 th Multi-cultural Marketing Conference Montego Bay, Jamaica, December 11-14 2003. Research Questions.

lel
Download Presentation

9 th Multi-cultural Marketing Conference Montego Bay, Jamaica, December 11-14 2003

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Strategic Groups and Choice of Promotional Tools – Empirical Evidence from Portugal and New Zealand Zhilin Yang, City University of Hong KongKim Shyan Fam, City University of Hong Kong 9th Multi-cultural Marketing Conference Montego Bay, Jamaica, December 11-14 2003

  2. Research Questions 1.Do differences in strategic approach warrant a different set of promotional tools? 2.Does environmental uncertainty influence a retailer’s choice of promotional tool?

  3. Research Hypotheses H1: That Discounters will prefer price markdowns/in-store displays more than other promotion tools H2: That High Profile/Price retailers will dislike price markdowns/in-store displays as it will ‘damage’ their image. H3: That retailers who perceived environmental uncertainty will prefer price markdowns due to its less ‘risky’ nature. H4: That Discounters will allocate a larger proportion of their promotional budget to price markdowns than High Profile/Price retailers. H5: That High Profile/Price retailers will allocate a larger proportion of their promotional budget to mass media than Discounters.

  4. Research Methodology

  5. Results Characteristics of Respondents

  6. Results • H1- Discount strategic group prefers PMIS – supported • H2- High Profile group dislikes PMIS – supported • H3- Environmentally uncertain retailers prefer PMIS – supported • H4 & H5 – partially supported • Portuguese Discounters apportion a larger promotion • budget to PMIS than High Profile retailers, but not reflected • in the NZ sample (H4) • Portuguese High Profile retailers apportion more budget • to MM, but not reflected in the NZ sample (H5)

  7. Conclusions • Findings supported earlier studies that retailers’ strategy affects choice of promotional tools • High Profile retailers do not like PMIS as it would cheapen their store image • Perceived environmental uncertainty will lead to the use of short-term promotional tools like PMIS • Location could play a role in choice of promotional tools like sparsely populated NZ where Discounters spend more on MM instead of PMIS – Portuguese retailers’ choice

More Related