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¿Cuál es el perfil del consumidor más propenso al uso de los folletos publicitarios?
- Source :
-
Cuadernos de Economía y Dirección de la Empresa (CEDE) . Apr-Jun2013, Vol. 16 Issue 2, p123-141. 19p. - Publication Year :
- 2013
-
Abstract
- Store flyers constitute an important element in the promotional activities of retailers and manufacturers. In particular, for FMCG the inclusion of particular brands in store flyers has become a significant component of promotional budgets. The importance of store flyers is due, in part, to a higher number of consumers using such flyers. Profiling flyer-prone consumers might provide useful insights for retailers and manufacturers with regard to the better use of store flyers as a promotional tool. This paper aims to characterize the flyer-prone consumer in terms of three type of aspects: (i) economic variables; (ii) purchase behaviour-related variables, and Off) sociodemographical aspects. In order to do so, this study shows the results of 225 questionnaires distributed to consumers older than eighteen. [ABSTRACT FROM AUTHOR]
Details
- Language :
- Spanish
- ISSN :
- 11385758
- Volume :
- 16
- Issue :
- 2
- Database :
- Academic Search Index
- Journal :
- Cuadernos de Economía y Dirección de la Empresa (CEDE)
- Publication Type :
- Academic Journal
- Accession number :
- 87979337
- Full Text :
- https://doi.org/10.1016/j.cede.2012.07.001