Management Theory and Studies for Rural Business and Infrastructure Development, Volume 20

Determination of combinations of the attributes of sales promotion for different loyalty stages' customers

Lina Pilelienė

Abstract

The peculiarities of the usage of sales promotion according to customer loyalty stage are
being analyzed in the article. The main assumption here is that customers being on different loyalty
stages have distinct needs and expectations with the sales promotion offerings. To be effective,
sales promotion has to correspond to specific needs of a customer loyalty stage. On purpose
to determine combination of attributes of sales promotion best suitable to customers being on
different loyalty stages „Conjoint analysis“ was performed. As the result, the combinations of attributes of sales promotion best suitable for customers being on each loyalty stage are provided.

Keyword(s): attributes of sales promotion, customer loyalty, loyalty stages, sales promotion


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Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355

This journal is published under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License. Responsible editor: Dr Audrius Gargasas.