Consumer Response To Utilization Of Comparison Prices In Retail Advertisements

Abstract

Retailers consider advertising and promotion to be among the most crucial strategic tools in a firm’s marketing mix.  Retailers are concerned with the decision making process involving the content and format of their newspaper advertisements.  In this paper an attempt was made to investigate the effects of the inclusion of store discount coupons; and the various brand types on consumer evaluation and reactions to retail newspaper advertisements.  The results of this study provide retailers with directions and insights, enabling them to achieve more positive reactions from consumers in their advertising efforts.