Why consumers fall for ‘sales’, but companies may be using them too much
Pontes, Nicolas (2017) Why consumers fall for ‘sales’, but companies may be using them too much. The Conversation, 17 March 2017. [Article]
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Description
When you walk through an Australian mall you are bombarded with signs saying “buy one, get one free” and “70% off”, and shops seem to be perpetually running sales. This is understandable, as the presence of a sale sign, even without a price reduction, can increase sales. But there is such a thing as too much discounting. Research shows that discounts become less effective as more products are put on sale. There’s also a limit to how much you can discount a product, as customers have a minimum amount they will pay for something...
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| ID Code: | 215057 | ||
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| Item Type: | Contribution to Newspaper, Magazine or Website (Article) | ||
| Refereed: | No | ||
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| ISSN: | 2201-5639 | ||
| Pure ID: | 60297761 | ||
| Divisions: | Past > QUT Faculties & Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
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| Copyright Owner: | 2010–2018, The Conversation Media Group Ltd | ||
| Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to [email protected] | ||
| Deposited On: | 06 Nov 2021 05:34 | ||
| Last Modified: | 23 Feb 2025 15:12 |
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