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- Title
DE L'ACHAT MALIN AU DÉTOURNEMENT DE LA PROMOTION.
- Authors
ODOU, PHILIPPE; DJELASSI, SOUAD; BELVAUX, BERTRAND
- Abstract
Consumers better understand marketing methods and turn them to their own profit. Those who actively use the refund offer illustrate well this phenomenon. The qualitative analysis of 17 interviews shows other motives than economic benefits. This activity is more comparable to leisure, rich in experience, in social interaction but also self-assertion. The use of Cash Refund Offers is an activity experienced by these people as an active and responsible way of consumption allowing them to differentiate from other consumers considered to be "lured" by traditional marketing techniques. However this misuse of sales promotion does not bring them to question their hyper-consumption logic.
- Subjects
REBATES; SHOPPING; SALES promotion; CONSUMERS; MARKETING strategy; CONSUMPTION (Economics)
- Publication
Décisions Marketing, 2009, Issue 55, p9
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/dm.055.09.18