Investigation of the effects of discount announcements on consumers' purchase decisions: a case study in supermarket

Supermarkets are the closest units to the customers so the have an active role in marketing and effective marketing information system. They can easily effect and dramatically direct the decisions of the customers. While succeeding this, the most used marketing tool is supermarket announces as it is so cost-effective. One of the major objectives, marketers facing is to manage to profit this capability. In this paper we studied the effect of supermarket announces on customer behaviours while shopping. Attention and reaction of customers is analyzed together with the shopping duration. Customers' comments about type and presentation way of supermarket announce is also considered. Type and amount of personal income is handled as different income groups may react in a different way to supermarket announces. In this study we focused on how prepared shopping list can be changed by the supermarket announcements. (C) 2012 Published by Elsevier Ltd. Selection and/or peer review under responsibility of Prof. Dr. Huseyin Arasli