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Type of publication: Straipsnis kitose duomenų bazėse / Article in other databases (S4)
Field of Science: Vadyba / Management (S003)
Author(s): Pilelienė, Lina;Bakanauskas, Arvydas Petras
Title: Determination of customer preferences for benefits provided by sales promotion at shopping centres in Lithuania
Is part of: Analele Stiintifice ale Universitatii Al I Cuza din Iasi - Sectiunea Stiinte Economice. Iasi, Romania : Alexandru Ioan Cuza University Press, 2015, Vol. 62, iss. 1
Extent: p. 85-92
Date: 2015
Note: e-ISSN 2068-8717. Naujas žurn. pavadinimas: Scientific annals of economics and business. ISSN 2501-1960. ISSN 2501-3165 (online). Ankstenis rumuniškas žurnalo pavadinimas "Scientific annals of the “Alexandru Ioan Cuza” university of Iasi – Economic sciences series" (ISSN 0379-7864) yra Scopus DB žurnalų sąraše
Keywords: Lietuva;Pardavimų skatinimas;Prekybos centrai;Vartotojų naudos;Consumer benefits;Lithuania;Shopping centres;Sales promotion
Abstract: The intensifying competition forces organizations to search for various measures which could help in persuading consumer to buy a product. Consequently, the attention to customer attraction is growing enormously. One of marketing measures used for this purpose is sales promotion. However, many measures of this marketing tool used by the companies do not attract consumers and end in failure. The article is aimed to determine customer preferences for benefits provided by sales promotion at shopping centres in Lithuania. Based on the results of questionnaire research the main conclusion is that customers of shopping centres in Lithuania are mainly driven by the utilitarian benefits of sales promotion, and are not affected by hedonic ones
Affiliation(s): Ekonomikos ir vadybos fakultetas
Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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