An Exploratory Study of Sales Promotions for Multichannel Holiday Shopping

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Provided by: Michigan State University
Topic: Developer
Format: PDF
In this paper, the authors explore how consumers respond to price promotions in stores and on internet channels during a holiday season. Since holiday shopping has long been considered promotion intensive and multichannel shopping is increasing, it is important to understand whether consumers respond differently to price promotions from these two different channels. The paper aims to examine whether the extent of price promotions that consumers perceive in online and offline channels and their sensitivity to such price promotions influences their holiday spending in each channel.
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