Review chapter 11 sections “Consumer Sales promotion” and “Risks of Sales Promotion” of your text.
Questions
- Consumers often rationalize their purchase of a new product with a statement such as, “I bought it because I had a 50-cent coupon and our grocery store was doubling all manufacturers’ coupons this week.” What are the prospects that such a consumer will emerge as a loyal user of the product?
- Consider the case of HEB. What would happen if the grocery store decides to cease its already popular yellow “coupon”?
