Determining the most attractive sales promotion framing : price discount or extra free product?

Abstract

This dissertation is a study of a quantitative nature to determine the most attractive sales promotion framing amongst consumers - price discount and/or extra free product. For the purpose of the study, a particular product, an antiseptic disinfectant brown liquid, was studied. This product, on a number of occasions, was issued on promotion under two different framings - 25% OFF or 33% extra FREE. Both promotions are equivalent on a unit cost basis but are worded differently. The study is carried out in two major supermarkets amongst consumers who just finished shopping. Essential information was collected regarding consumer choice and preference of promotion framing. It also gives a reason for consumer choice and an indication if consumer understood the promotion framing. The majority of our respondents opt for extra free promotion as it is perceived as a better value for money. The dissertation provides essential data relating to consumer usage of antiseptic disinfectant brown liquid products such as their regular brand, packaging size and consumption rate per month.