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The impact of continuous Versus Periodic price promotion strategy on Brand image and Perceived product quality
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Orientador(es)
Resumo(s)
Price promotions are a staple of modern marketing, utilised by marketeers globally.
This thesis explores the effects of continuous versus periodic price promotions on
consumer perceptions on brand image and perceived product quality, addressing a
gap in previous literature. In today’s competitive landscape, understanding how the
frequency of promotions affects the brand is crucial for managers, CEOs and
stakeholders. Through an experimental approach, this study presented 103
participants to promotions featuring either continuous or periodic price promotions, and
surveyed their responses on brand image, perceived product quality and attitudes
towards encountered promotion strategy. The findings reveal that while no significant
difference was observed in brand image and perceived product quality – respondents
perceived the brand applying continuous promotion strategy as less unique,
prestigious and marginally cheaper. This research not only deepens our understanding
of price promotion strategy but also lays a strong foundation for future researchers to
expand upon.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Sales promotion Continuous promotion Periodic promotion Brand image Perceived product quality Experimental design research Sleep industry SDG 9 - Industry, innovation and infrastructure