Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/57445
Type of publication: research article
Type of publication (PDB): Straipsnis kitose duomenų bazėse / Article in other databases (S4)
Field of Science: Vadyba / Management (S003)
Author(s): Pilelienė, Lina;Vanagienė, Vitalija
Title: Pardavimų skatinimo įtakos pirkėjų lojalumui modelis
Other Title: Model of the impact of sales promotion on customer loyalty
Is part of: Vadybos mokslas ir studijos - kaimo verslų ir jų infrastruktūros plėtrai : mokslo darbai = Management theory and studies for rural business and infrastructure development. Kauno raj. : Akademija, Vol. 16(1), 2009
Extent: p. 88-96
Date: 2009
Keywords: Pardavimų skatinimas;Pirkėjų lojalumas;Hedonistinės naudos;Praktinės naudos;Customer loyalty;Sales promotion;Hedonic benefits;Utilitarian benefits
Abstract: Straipsnyje pateikiamos ir teoriškai analizuojamos įvairios pardavimų skatinimo teikiamos naudos pirkėjams ir jų poveikio pirkėjų elgsenai specifika. Aptariami kaininio ir nekaininio pardavimų skatinimo teikiamų naudų pirkėjams praktinis ir hedonistinis aspektai. Pabaigoje pateikiamas apibendrinantis modelis, atskleidžiantis pirkėjų lojalumo formavimo, taikant pardavimų skatinimo priemones, galimybes
Various benefits of sales promotion and their impact on the specifics of consumer behaviour are provided and theoretically analysed in the article. Utilitarian and hedonic aspects of the benefits provided by price and non-price promotions are discussed. According to theoretic insights, resumptive model, which highlights the possibilities of customer loyalty formation using tools of sales promotion. The matter of the model is to show the possibility of the usage of sales promotion as a tool for reaching various organizational goals. Customer loyalty formation can be assumed as one of such goals. By using sales promotion, which provides benefits according customer' s wishes, organization can adopt a valuable competitive advantage in the market
Internet: http://vadyba.asu.lt/16/88.pdf
Affiliation(s): Marketingo katedra
Vytauto Didžiojo universitetas
Žemės ūkio akademija
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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