The efficacy of sales promotions in UK supermarkets: a consumer view

Gilbert, David; Jackaria, Nazneen

doi:10.1108/09590550210429522

Cited by 162 publications

(136 citation statements)

References 35 publications

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“…Further consideration of where and when it is and is not appropriate to market less healthy foods to children may be valuable. Price promotion leads to a significant increase in sales (20,21) . The higher proportion of less healthy foods on promotion may steer customers to choose these over any healthier options available.…”

Section: Discussionmentioning

confidence: 99%

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Food at checkouts in non-food stores: a cross-sectional study of a large indoor shopping mall

Wright

Kamp

White

et al. 2015

Public Health Nutr.

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Objective: To investigate the display of food at non-food store checkouts; and to classify foods by type and nutrient content, presence of price promotions and whether food was at child height. Design: Cross-sectional survey of checkout displays at non-food stores. Foods were classified as 'less healthy' or healthier using the UK Food Standards Agency's Nutrient Profile Model. Written price promotions were recorded. Child height was defined as the sight line of an 11-year-old approximated from UK growth charts. Setting: A large indoor shopping mall, Gateshead, UK, February-March 2014. Subjects: Two hundred and five out of 219 non-food stores in the shopping mall directory which were open for trading. Results: Thirty-two (15·6 %) of 205 non-food stores displayed food at the checkout. All displayed less healthy foods, and fourteen (43·8 %) had healthier foods. Overall, 5911 checkout foods were identified. Of these, 4763 (80·6 %) were 'less healthy'. No fruits, vegetables, nuts or seeds were found. Of 4763 less healthy foods displayed, 195 (4·1 %) were subject to price promotions, compared with twelve of 1148 (1·0 %) healthier foods (χ 2 (df = 1) = 25·4, P < 0·0001). There was no difference in the proportion of less healthy (95·1 %) and healthier (96·2 %) foods displayed at child height. Conclusions: Almost one-sixth of non-food stores displayed checkout food, the majority of which was 'less healthy' and displayed at child height. Less healthy food was more likely to be subject to a written price promotion than healthier food. Further research into the drivers and consequences of checkout food in non-food stores is needed. Public health regulation may be warranted.

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Section: Discussionmentioning

confidence: 99%

“…The balance of healthy to less healthy foods displayed at checkouts influences customers' behaviour, with healthy foods being more likely to be selected when they are in the majority (19) . Price promotions are also known to influence purchasing (20,21) and may further contribute to impulse purchases.…”

mentioning

confidence: 99%

Food at checkouts in non-food stores: a cross-sectional study of a large indoor shopping mall

Wright

Kamp

White

et al. 2015

Public Health Nutr.

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“…This assumption is made based on the results of studies such as Lee (2002), who found that sales campaigns focused on savings (monetary promotions) performed better than non-monetary promotions and that monetary promotions are preferred by consumers over non-monetary promotional actions. Gilbert and Jackaria (2002) found that discount promotions (monetary) have a greater influence on purchase decisions than do non-monetary promotions (e.g., prize contests). More recently, Nusair, Yoon, Naipaul and Parsa (2010) similarly found that discount promotions (monetary) were more effective than prize campaigns (non-monetary) when the purpose is to influence service acquisition.…”

Section: Literature Review and Working Hypothesesmentioning

confidence: 99%

Moderating Effects of Sales Promotion Types

Santini

Sampaio

Perin

et al. 2015

BAR, Braz. Adm. Rev.

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This paper aims to analyze the influence sales promotion types have on the relationship between perception of financial risk and perception of utilitarian and hedonic value on consumer purchase intentions. To this end, an experiment was conducted involving 589 participants divided into two groups defined by distinct scenarios in which the sales promotion type (monetary vs. non-monetary) was manipulated. The working hypotheses predicted a direct and positive relationship between the perception of (hedonic and utilitarian) consumption value and purchase intention for a promoted product and a negative relationship between the perception of consumption value and the perception of financial risk. In addition, it was supposed that the sales promotion type would moderate these direct relationships and that a monetary promotion would have a stronger effect on the relationship between purchase intention and perceived product utility, whereas a non-monetary promotion would have a stronger effect on the other relationships (hedonic value and financial risk perceptions). Analysis of the outcomes supported the proposed hypotheses.

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“…In the process of making buying decisions in the clearance sales, the purchase acceleration and product trial are found to be the two most infl uential variables related to a discount. 25 Thus, the hypothesis may be framed as…”

Section: H2mentioning

confidence: 99%

Stimulating retail sales and upholding customer value

Rajagopal

2007

J Retail Leisure Property

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Consumer responses to clearance sales, both in terms of consumer satisfaction with the decision process and subsequent store choice behaviour, are explored in the paper through controlled experiments conducted involving clearance sales in a consumer choice and decision satisfaction context. The results suggest that consumer response to clearance sales is driven to a large extent by two factors: the effect of a clearance sale on the available options of goods and the degree of store loyalty. Response to a clearance sale was found to be a function of two primary forces -the degree to which a consumer was personally committed to the discount sales alternative, and changes in the diffi culty of making a decision due to limitation of buying options. Overall, the discussion of results of the two studies presented in the paper demonstrates that consumer response to clearance sales, both in terms of decision satisfaction levels and observed store-loyalty behaviour, are strongly infl uenced by the variables of price sensitivity, attractiveness of products, store loyalty and perceived value on available brands.

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The efficacy of sales promotions in UK supermarkets: a consumer view

Cited by 162 publications

References 35 publications

Food at checkouts in non-food stores: a cross-sectional study of a large indoor shopping mall

Food at checkouts in non-food stores: a cross-sectional study of a large indoor shopping mall

Moderating Effects of Sales Promotion Types

Stimulating retail sales and upholding customer value

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