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dc.contributor.authorDesmet, Pierre*
dc.contributor.authorde Pechpeyrou, Pauline*
dc.contributor.authorSabri, Ouidade*
dc.contributor.authorParguel, Béatrice*
dc.date.accessioned2009-07-10T13:52:10Z
dc.date.available2009-07-10T13:52:10Z
dc.date.issued2006
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/1077
dc.description.abstractfrUne étude qualitative et l'analyse statistique d'une expérimentation inter sujets montre que les lots virtuels en promotion des ventes sont associés à un bénéfice économique perçu plus important mais génèrent aussi des coûts cognitifs perçus plus importants.
dc.language.isoenen
dc.subjectPromotion des ventes
dc.subjectVirtual bunding
dc.subjectExperimentation
dc.subjectPromotion benefits and costs
dc.subject.ddc658.8en
dc.subject.classificationjelM31en
dc.titleConsumer's perceptions and evaluations of virtual bundling
dc.typeCommunication / Conférence
dc.contributor.editoruniversityotherEssec;France
dc.description.abstractenVirtual bundles are promotional offers in which obtaining free product or money discount is linked to the purchase of a certain number of products presented separately. As it offers numerous advantages to retailers and manufacturers, virtual bundling is more and more used in mass marketing. Nevertheless, till now, no research has focused on its efficiency. The purpose of this paper is to identify the relative efficiency of virtual bundles compared to real bundles from the consumer's point of view. From a qualitative study based on nine consumers, the perceived costs associated with virtual bundles have been identified. An experimentation on a sample of 120 adult consumers was then set up to test the hypotheses derived from the literature and the qualitative study. The findings suggest that consumers associate virtual bundles with higher economic benefit but also with cognitive costs.
dc.description.sponsorshipprivateouien
dc.subject.ddclabelMarketingen
dc.relation.conftitleANZMAC Conference proceedings
dc.relation.confcityBrisbane
dc.relation.confcountryAUSTRALIA
dc.description.ssrncandidatenon
dc.description.halcandidateoui
dc.description.readershiprecherche
dc.description.audienceInternational
dc.date.updated2019-07-08T12:24:10Z
hal.person.labIds1032*
hal.person.labIds1032*
hal.person.labIds1032*
hal.person.labIds1032*


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