Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Determining Promotional Effectiveness in Small Retail Firms: An Empirical Investigation

Determining Promotional Effectiveness in Small Retail Firms: An Empirical Investigation This exploratory study examines how promotional effectiveness is determined in small firms and examines decision‐makers attitudes toward promotional performance and measurement. Although it is commonly believed that small business managers rely upon intuitive methods, this study suggests that most small business managers apply some objective measure of effectiveness to their promotional strategies, typically using multiple methods. Evaluation techniques usually center on measures of financial performance and consumer behavior, with some firms relying on employee input for the assessment of promotional performance. The size of the firm and the gender of the decision‐maker account for significant differences in the frequency and type of evaluation methods applied. The majority of small business managers are somewhat satisfied with how well their promotional efforts perform, however, many experience difficulty in determining the impact of their promotions and could benefit from the development of models and techniques designed specifically for use in small firms. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png American Journal of Business Emerald Publishing

Determining Promotional Effectiveness in Small Retail Firms: An Empirical Investigation

Judy Foster Davis
American Journal of Business , Volume 12 (2): 8 – Jan 1, 1997
Download PDF
8 pages

Loading next page...
 
/lp/emerald-publishing/determining-promotional-effectiveness-in-small-retail-firms-an-eBW7Q0p7VF
Publisher
Emerald Publishing
Copyright
Copyright © 1997 MCB UP Ltd. All rights reserved.
ISSN
1935-5181
DOI
10.1108/19355181199700010
Publisher site
See Article on Publisher Site

Abstract

This exploratory study examines how promotional effectiveness is determined in small firms and examines decision‐makers attitudes toward promotional performance and measurement. Although it is commonly believed that small business managers rely upon intuitive methods, this study suggests that most small business managers apply some objective measure of effectiveness to their promotional strategies, typically using multiple methods. Evaluation techniques usually center on measures of financial performance and consumer behavior, with some firms relying on employee input for the assessment of promotional performance. The size of the firm and the gender of the decision‐maker account for significant differences in the frequency and type of evaluation methods applied. The majority of small business managers are somewhat satisfied with how well their promotional efforts perform, however, many experience difficulty in determining the impact of their promotions and could benefit from the development of models and techniques designed specifically for use in small firms.

Journal

American Journal of Business – Emerald Publishing

Published: Jan 1, 1997

Keywords: Promotional effectiveness; Promotional performance; Promotional measurement; Small buisnesses; Decision making

There are no references for this article.