Name: Promotional techniques and consumer behavior (en Inglés)
SKU: 59476125
Price: 109.33 USD
Availability: InStock
Author: Mindja, Pius Michel
ISBN: 9786207031696

portada Promotional techniques and consumer behavior (en Inglés)

Promotional techniques and consumer behavior (en Inglés)

Formato

Libro Físico

Autor

Pius Michel Mindja

Editorial

Our Knowledge Publishing

Idioma

Inglés

N° páginas

100

Encuadernación

Tapa Blanda

Dimensiones

22.9x15.2x0.6 cm

Peso

0.16 kg.

ISBN13

9786207031696

Categorías

Empresa y gestión

Promotional techniques and consumer behavior (en Inglés)

Pius Michel Mindja (Autor) · Our Knowledge Publishing · Tapa Blanda

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Reseña del libro "Promotional techniques and consumer behavior (en Inglés)"

This study helps to understand how consumers react to promotional offers frompromotional offers from cell phone companies. To gain a better understanding of how our concepts are perceived in reality, an exploratory study was carried out. These interviews on the one hand, and the literature on the other, enabled us to develop a questionnaire that we administered to 369 mobile telephony subscribers in the city of Yaoundé. Based on this data, a factorial analysis is used to reveal interrelationships between traits and propose a population structure. A multiple linear regression model is used to verify causality between variables.From this analysis, it emerges that collection and direct premiums have a positive and significant influence on consumer sensitivity and loyalty. In addition, games/contests have a positive and significant influence on consumer sensitivity and loyalty. On the other hand, the perceived complexity of promotional offers has an unfavorable effect on consumer sensitivity and loyalty.