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Title: ¿Cuál es el perfil del consumidor más propenso al uso de los folletos publicitarios?
Other Titles: How is the flyer-prone consumer's profile?
Author: Gázquez Abad, Juan Carlos
Martínez López, Francisco José
Others: Universidad de Almería
Universitat Oberta de Catalunya. Estudis d'Economia i Empresa
Issue Date: Apr-2013
Publisher: Cuadernos de Economía y Dirección de la Empresa
Citation: Gázquez Abad, J. & Martínez López, F.J. (2013). ¿Cuál es el perfil del consumidor más propenso al uso de los folletos publicitarios?. Cuadernos de Economia Y Direccion de La Empresa, 16(2), 123-141. doi: 10.1016/j.cede.2012.07.001
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Abstract: Store flyers constitute an important element in the promotional activities of retailers and manufacturers. In particular, for FMCG the inclusion of particular brands in store flyers has become a significant component of promotional budgets. The importance of store flyers is due, in part, to a higher number of consumers using such flyers. Profiling flyer-prone consumers might provide useful insights for retailers and manufacturers with regard to the better use of store flyers as a promotional tool. This paper aims to characterize the flyer-prone consumer in terms of three type of aspects: (i) economic variables; (ii) purchase behaviour-related variables, and (iii) sociodemographical aspects. In order to do so, this study shows the results of 225 questionnaires distributed to consumers older than eighteen.
Language: Spanish
ISSN: 1138-5758MIAR
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