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A cross country study in consumer buying behavior: standardized vs. adapted sales promotion strategy

Aykaz, Talar (2012) A cross country study in consumer buying behavior: standardized vs. adapted sales promotion strategy.

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Abstract:This study compares consumer buying behavior in the Netherlands and Belgium with the focus on sales promotions. Buying behavior is divided here in impulsive buying, loyalty, stockpiling, promotion proneness, media usage for sales promotions, important aspects of sales promotion advertisement and expectations of promotion frequency. In addition, preference for promotion types and interest in nonprice promotions are as well aspects of buying behavior, but these are more directly related to recommending a sales promotions strategy. Based on the possible differences the choice for either a standardized or an adapted sales promotion strategy is given. In addition, the relationship between national culture dimensions and some buying behavior aspects are studied. The sample consists of 75 consumers in the Netherlands and 75 consumers in Belgium (Flanders). More specifically, these include consumers of the retailer Retailer X. A large part of the sample in both countries consists of women. Furthermore, the most important research method used was the survey and the questionnaire as its data collection method. The results of the analyses in this study show that there are some, but no large differences in the comparison of the Netherlands and Belgium regarding buying behavior. Nevertheless, the differences that are found have resulted in recommending an adapted sales promotions strategy. In addition, the results show that the distribution of the cultural dimensions was not reflected in the sample as may be expected. Moreover, the relationship between national culture and buying behavior aspects of promotion proneness, interest in non-price promotions and loyalty is not proven. Nevertheless, the relationship of one part of loyalty (brand loyalty) and culture is significant.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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