Monetary Promotions Are More Effective For Utilitarian Products & Non Monetary Promotions Are More Effective For Hedonic Products

Khurram Fazal, 01-299062-006

DSpace Home
→
Thesis/Dissertation Repository Islamabad Campus
→
Department of Business Studies (BUIC)
→
MBA (BUIC)
→
View Item

Welcome to DSpace BU Repository

Welcome to the Bahria University DSpace digital repository. DSpace is a digital service that collects, preserves, and distributes digital material. Repositories are important tools for preserving an organization's legacy; they facilitate digital preservation and scholarly communication.

Monetary Promotions Are More Effective For Utilitarian Products & Non Monetary Promotions Are More Effective For Hedonic Products

Khurram Fazal, 01-299062-006

URI: http://hdl.handle.net/123456789/3601

Date: 2009

Abstract:

Sales promotions have been described as an effective means of inducing customers to change their attitude or behavior favorably towards a product. Both monetary and non-monetary promotions have been effectively used over time to generate additional sales for a product. This research is based on the Benefit Congruency Framework and is used to test the effectiveness of different types of sales promotions for hedonic and utilitarian products available in Pakistan. The purpose of this study is to analyze the effectiveness of sales promotions on consumers’ preferences and the impact of monetary and non-monetary promotions on hedonic and utilitarian goods