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Consumer Responses to Small Business Coupon Sales Promotions

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  • P. Rajan Varadarajan

Abstract

This paper focuses on the practice of sales promotion in the context of small business food service establishments. First a conceptual framework for evaluating the profit, dollar sales volume, and store traffic implications of two coupon promotion alternatives (adapted from real world small business coupon promotion) is presented. Next, the results of an empirical sales promotion study conducted in cooperation with a small business food service establishment are presented. Limitations and directions for future research are also discussed.

Suggested Citation

  • P. Rajan Varadarajan, 1984. "Consumer Responses to Small Business Coupon Sales Promotions," Entrepreneurship Theory and Practice, , vol. 9(2), pages 17-26, October.
    • Handle: RePEc:sae:entthe:v:9:y:1984:i:2:p:17-26
    DOI: 10.1177/104225878400900203
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    Cited by:

    1. Laroche, Michel & Kalamas, Maria & Huang, Qinchao, 2005. "Effects of coupons on brand categorization and choice of fast foods in China," Journal of Business Research, Elsevier, vol. 58(5), pages 674-686, May.

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