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Presents an account of a study which examined consumer perceptions of bonus pack offers. A bonus pack is a manufacturer’s sales promotion technique of giving the buyer an extra quantity of a product at the usual price (e.g. an extra 6 oz free; buy four, get one free). No scholarly research on bonus packs was uncovered by the literature review. Hence, this study represents, perhaps, one of the earliest scholarly works on bonus packs. The research tested two offers of Vaseline Intensive Care skin lotion (one offer was of 80 percent, the other of 60 percent more free). Consumer responses ‐ their belief in the offers (quantities and prices claimed), their perceptions of the manufacturer and of the value of the deal, and their purchase intentions ‐ were measured.The measures were further analyzed by types of user (light versus heavy) and buyer (regular versus infrequent). Discusses managerial implications of the findings. For example, one finding was that bonus pack promotions lack credence. Offers suggestions on how to boost the credibility of bonus packs.

To evaluate the awareness and behaviours of Malaysian consumers towards sales promotional tools such as, coupons, price discount, free samples, bonus packs, and in‐store display in the purchase of low involvement products.

The paper also recognises that certain demographic factors such as education and income of consumers could potentially confound the observed relationships hence, these factors were controlled. A total of 312 consumers in Kota Kinabalu, Malaysia were surveyed using a structured questionnaire.

The results show that price discounts, free samples, bonus packs, and in‐store display are associated with product trial. Coupons do not have any significant effect on product trial.

Only one category of product was considered. None were high involvement so these need further research.

Greate understanding of how Malaysian customers respond to the various sales promotions therefore increased alitity to pich the appropriate promotional miso.

The level of education appears to have no bearing on consumers’ preferences.

Reports the results of a three‐study research program whose purpose is to gain a better understanding of consumer reactions to premium‐based promotional offers. In the first study, elaborates and evaluates a comprehensive typology of premium‐based promotional offers with respect to its content and predictive validity. In the next study, explores the semantics that are used by consumers when they are presented with premium promotions and develops a series of research hypotheses from qualitative interviews with 12 consumers. In the final study, conducts a survey of 182 adult consumers to test these research hypotheses. The results reveal that consumer appreciation of premium‐based promotional offers is more positive when the premium is direct than when it is delayed, when there is a relatively lower quantity of product to purchase, when the value of the premium is mentioned, when brand attitude is positive, when interest in the premium is great, and when consumers are characterized by deal‐proneness and compulsive buying tendencies. Consumers’ perception of manipulation intent is affected mainly by directness of the premium, mention of the value of the premium, interest in the premium, and deal‐proneness.

The use of various forms of cooperative sales promotions such as intracompany and intercompany multibrand promotions is on the ascendance, particularly among manufacturers and marketers of frequently purchased packaged consumer products. This article provides an overview of various forms of cooperative sales promotions, objectives that firms strive to realize through cooperative sales promotions, and other issues. In addition, from the standpoint of improving marketing productivity, the need for greater focus on the consumer franchise building potential of various sales promotion tools is highlighted.

Special risks are examined in establishing a local operation in the Far East and markets discussed for spirits and wines. Possible market approaches are suggested, and the author concludes that the potential returns will justify the risks of participation.

The purpose of this article is to assess consumer evaluations of bonus packs offered with price discounts.

Four laboratory experiments and a content analysis were conducted.

The opportunity to obtain a price discount was available for approximately 25 per cent of the bonus packs found in a content analysis. Consumers evaluated an offer containing a low bonus amount and a high price discount more positively than an offer containing a high bonus amount and a low price discount, despite both offers providing a similar underlying price per unit. Moreover, consumer evaluations of a bonus pack can be enhanced by providing a price discount rather than offering it at the regular price.

Future research could examine consumer reactions to bonus packs offered with discounts contingent on obtaining multiple quantities (e.g. BOGO; a multiple-unit price providing a lower price per unit than the single unit’s price) to determine whether the results of the present research extend to these situations.

Manufacturers and retailers can evoke more positive consumer reactions to a bonus pack offered with a price discount if specifying a high amount for the latter rather than the former (if high amounts cannot be specified for both). It is possible for retailers to enhance consumer evaluations of a bonus pack by providing a price discount.

This research is the first to examine consumer evaluations of promotional offers containing both a bonus pack and a price discount.

Previous research has shown that consumers prefer a bonus pack to a price discount for virtue foods, whereas they prefer a price discount to a bonus pack for vice foods. Acting as a guilt-mitigating mechanism, a price discount justifies consumers' purchasing behavior, allowing them to save money and consume less vice foods. However, for virtue foods, neither the anticipated post-consumption guilt nor the resulting need for justification lead consumers to prefer a bonus pack to a price discount. This study investigates whether product promotions remain effective with other moderating variables.

The authors use pricing tactic persuasion knowledge (PTPK), which refers to the consumer persuasion knowledge of marketers' pricing tactics, as a lens to understand whether the power of these promotions could be enhanced or mitigated. The authors inferred that increasing the frequency of exposure to these foods could positively influence consumers' purchasing choices. They conducted three studies to examine these effects. In Study 1, using pearl milk tea (vice food) and sugar-free tea (virtue food), the authors contended that consumers would prefer a price discount when purchasing pearl milk tea, but a bonus pack when purchasing sugar-free tea. In Studies 2 and 3, the authors varied the participants' frequency of exposure to photographs of people in everyday situations with vice (virtue) foods.

In Study 1, PTPK was shown to be more predictive of consumer choices regarding price discounts and bonus packs. In Studies 2 and 3, the authors contended that increased exposure to vice (virtue) foods increases the selection of vice (virtue) foods by participants who were unaware of having been exposed to vice (virtue) foods.

This research has not only made quite managerial and policy implications for marketing but also brought the theoretical contributions for marketing researches. This research demonstrates that either for vice foods or virtue foods, a price discount is preferred to a bonus pack.

This research evaluates the impact of sales promotional tools, namely coupon, price discount, free sample, bonus pack, and in‐store display, on product trial and repurchase behaviour of consumers. In addition, the moderation role of fear of losing face (or embarrassment) on the relationship between the sales promotional tools and product trial was examined. The sample points for the research were supermarkets in Kota Kinabalu, Malaysia. A total of 420 randomly selected customers were surveyed using structured questionnaire, out of which, 312 usable responses were received. The results of data analysis show that price discounts, free samples, bonus packs, and in‐store display are associated with product trial. Coupon does not have any significant effect on product trial. Trial determines repurchase behaviour and also mediates in the relationship between sales promotions and repurchase. Fear of losing face significantly moderates the relationship between in‐store display and product trial. Details of the findings and their implications are discussed.

Based on mental accounting theory, this study explored whether the comparability of missed and subsequent promotional formats/frames affects inaction inertia.

Four experiments with imaginary and incentive-compatible designs were conducted to test the hypotheses.

Consumers are more likely to express inaction inertia after having missed a comparable promotion than after having missed a noncomparable promotion. Devaluation of the promoted target mediates the impact of comparability on inaction inertia, while referent others' actions do not moderate the comparability effect. Finally, when consumers accept a subsequent inferior promotion, they prefer using a different payment format because it reduces comparability of the two promotions.

Companies should use different promotional formats/frames to reduce comparability and inaction inertia when a new promotion is relatively inferior to a recent previous one. Companies should offer different payment options to help customers actively avoid comparing a current promotion with a missed promotion.

This study provides a more comprehensive conceptual structure for understanding the relationship between psychological comparability and inaction inertia. It provides insights into what actions companies should take to reduce inaction inertia. Furthermore, this study empirically tests the influence of multiple comparison referents, which provides a reference point for future studies on the factors affecting inaction inertia. A new method to examine whether consumers actively avoid comparisons is used, which clarifies the internal mechanism of inaction inertia.

The purpose of this paper is to provide managerial insights into how consumer goods companies adopt the traditional mini‐sized retail modalities and adjust their strategies to market sachets successfully in the Philippines.

The study uses case studies through semi‐structured in‐depth interviews with marketing managers from major multinational and regional companies that have used sachets as part of their marketing strategy.

The findings suggest that companies use sachet marketing to facilitate trials of new products and to deliver value across the market by making products more affordable and accessible. The extensive network of corner stores provides the distribution system needed to reach the farthest and remotest markets. To be successful, the brands must be popular and priced in a manner compatible with the coinage system in a market.

There has been little analysis of consumer goods companies' strategies that cause quick acceptance of sachets. This study fills this gap in research and shows how companies have adopted the piecemeal retailing and adapted their strategies to create a burgeoning sachet market.