An Investigation of Consumer Response to Sales Promotions in Developing Markets: A Three-Country Analysis

Considering the importance of consumer sales promotions in the marketing mix of many consumer products throughout the world, there is a notable lack of research devoted to examining consumer response to sales promotions outside North America and Western Europe. In addition, relatively little research focuses on non-price promotion such as sweepstakes. Models explaining consumers' attitudes toward use of coupons (a price-oriented promotion) and sweepstakes ( a non-price oriented promotion) are developed and tested. The models are designed specifically for developing or newly industrialized countries with collectivist cultures and are tested with consumer samples from Taiwan, Thailand and Malaysia. Aggregated data should consider cultural and economic differences when planning a sales promotion strategy in developing or newly industrialized countries.