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Determinantes y consecuencias de la efectividad de las promociones basadas en precios

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  • Rosa Díaz, Isabel María
  • Rondán Cataluña, Francisco Javier

Abstract

Partiendo de un enfoque de orientación al mercado, el presente trabajo analiza la influencia que ejercen diversos factores sobre la efectividad de las promociones basadas en precios. Dichos factores están relacionados tanto con el comportamiento de compra (importancia del precio dentro del proceso de decisión y nivel de conocimiento de los precios que poseen los compradores) como con las características socioculturales y demográficas de los consumidores (sexo, nivel de formación y nivel de ingresos). El trabajo empírico desarrollado, basado en una muestra de 600 consumidores, ha permitido trazar un perfil que define a los consumidores más proclives a sentirse atraídos por los precios promocionales

Suggested Citation

  • Rosa Díaz, Isabel María & Rondán Cataluña, Francisco Javier, 2012. "Determinantes y consecuencias de la efectividad de las promociones basadas en precios," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    • Handle: RePEc:ehu:cuader:10236
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    File URL: https://addi.ehu.es/handle/10810/10236
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