The effectiveness of non-monetary promotions in generating purchase intent

Abstract

As promotions are a crucial part of any marketing strategy, the right implementation can give just the boost to differentiate the brand from its competitors. However, nowadays, price is not always king, and marketers should look at other promotional tools to increase performance. When looking at non-monetary promotions, gifts (or premium promotions) have been the most employed by brands. However, Cause-Related promotions are becoming more critical as consumers tend to be more conscious of social causes. It is essential to test the effectiveness of different types of promotions on consumers' purchase intent. Simultaneously, as private labels report a growth in market share, it would be crucial to see if results are sustained when consumers come across private and national brands. For this purpose, breakfast cereals were the chosen food packaged product category to be tested. Six stimuli were constructed to be inquired about purchase intent among consumers through an online questionnaire. Findings suggest that CRM promotions are more capable of generating purchase intention than a gift and a no promotion condition, independently of the type of brand. Moreover, consumers' pro-social behavior tends to influence their purchase intention for CRM promotions, as long as consumers donate their time to their pro-social activity. In conclusion, the promotions world is changing, as so are consumers' perspectives.

Date of Award	3 Feb 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Daniel Fernandes (Supervisor) & Paulo Romeiro (Co-Supervisor)