The Winning Combination: Low Bonus Packs and High Price Discounts Lead to Positive Consumer Attitudes

DOI

10.2991/978-2-38476-052-7_56How to use a DOI?

Keywords

Bonus Packs; Price Discount; Price Consciousness; Attitude Toward Offer; Multiple Promotion

Abstract

Seeing the changes that have occurred to consumers, business actors should always update their ways of making offers to consumers. This study aims to determine consumer attitudes towards the offer of a product with two types of offers made together, namely bonus packs and price discounts. This study also tries to see whether consumers who have high price awareness tend to have a more positive attitude towards product offerings with a combination of low bonus packs and high price discounts (LBP HPD) compared to high bonus packs and low price discounts (HBP LPD). The study will use a 2x2 factorial design between subjects with bonus packages and price discounts as a research stimulus. The results of the study show that consumers have a more positive attitude towards product offerings with the LBP HPD combination compared to the HBP LPD. Further discussion of the results of the study also showed that attitudes tended to be more positive towards offers with the LBP HPD combination because of the effect of price discounts. Finally, consumers who have high price consciousness are not proven to have a more positive attitude towards product offerings with the LBP HPD combination compared to the HBP LPD, conversely consumers with low price consciousness have a more positive attitude towards product offerings with the LBP HPD combination. The findings in this study can be used as a reference for manufacturers to start offering products more frequently with two types of offers simultaneously, this can increase value and attract more consumers to buy the product.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Aji Salman Fauzan
AU  - Chairy
PY  - 2023
DA  - 2023/05/22
TI  - The Winning Combination: Low Bonus Packs and High Price Discounts Lead to Positive Consumer Attitudes
BT  - Proceedings of the International Conference on Intellectuals’ Global Responsibility (ICIGR 2022)
PB  - Atlantis Press
SP  - 513
EP  - 520
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-052-7_56
DO  - 10.2991/978-2-38476-052-7_56
ID  - Fauzan2023
ER  -