Browsing Working Papers by Author "Jha-Dang, Priya"
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An Empirical View of the Different Types of Consumer Promotions in India
Jha-Dang, Priya; Koshy, Abraham (2009-09-05)The paper provides an empirical view of the range of promotions launched in the Indian market place from 1996 to 2003. The different promotions include free gift offers, price offs, extra product offers, exchange offers, ... -
A Review of Theoretical Perspectives Applied to Sales Promotion and a New Perspective based on Mental Accounting Theory
Jha-Dang, Priya (2009-09-05)The paper reviews theoretical perspective applied to the study of consumer response to promotions. These include adaptation level theory, assimilation contrast theory, attribution theory, prospect theory, transaction utility ...