Consumers’ Response to Sales Promotions: an Explorative Study in Junk Food Market

The paper seeks to develop an understanding of sales promotion from the perspective of a specific ethnic minority group in the context of family food consumption within the junk food market. Fourteen in-depth interviews were conducted with mothers who were the principal grocery shoppers for the family. Interpretation of data led to the emergence of major themes reflecting the monetary, social, entertainment, educational, happy family and nutritional worth of sales promotions. The paper argues that sales promotions influence brand value in a way that could be either positive or negative depending upon the perceived net-worth of sales promotion to consumers. The paper discusses implications for marketers.

Citation:

Ahmad Jamal, Sue Peattie, and Ken Peattie (2007) ,"Consumers’ Response to Sales Promotions: an Explorative Study in Junk Food Market", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 273-273.