An empirical analysis of different types of consumer promotions in Indian market
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Date
2005-10-27Author
Jha-Dang, Priya
Koshy, Abraham
Sharma, Dinesh
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An empirical analysis of different types of consumer promotions in Indian market place from 1996 to 2003. The different promotions include free gift offers, price
offs, extra product offers, exchange offers, buy-more-and-save offers, contests and
sweepstakes. The most frequently launched promotion is the free gift offer followed by
the sweepstake offer and extra product offer. Some differences in trends are found across
FMCG, Consumer Durable and Service sectors. A detailed description of each type of
promotion is provided in order to highlight the different incentives offered by such
promotions.
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