AN INVESTIGATION OF CONSUMER RESPONSE TO SALES PROMOTIONS IN DEVELOPING MARKETS - A 3-COUNTRY ANALYSIS

Considering the importance of consumer sales promotions in the marketi ng mix of many consumer products throughout the world, there is a nota ble lack of research devoted to examining consumer response to sales p romotions outside North America and Western Europe. In addition, relat ively little research focuses on non-price promotions such as sweepsta kes. This study develops and tests models explaining consumers' attitu des toward and use of coupons (a price-oriented promotion) and sweepst akes (a non-price promotion). The models are designed specifically for developing or newly industrialized countries with collectivist cultur es and are tested with consumer samples from Taiwan, Thailand, and Mal aysia. Aggregated data supports the models, yet cross-national differe nces also suggest that managers should consider cultural and economic differences when planning sales promotion strategy in developing or ne wly industrialized countries.