Price discount strategies and bonus pack in purchase intention
| Audiencia | Público en general | es_ES |
| Cobertura | México | es_ES |
| Fecha de ingreso | 2026-10-05T16:34:04Z | |
| Fecha de publicación | 2021-01-01 | |
| Resumen | Marketing promotions are widely used practices. However, there is a dilemma on the effectiveness of the discount strategy and the bonus pack strategy. Therefore, the objective of this research is to compare the effect of both strategies on purchase intention. An experimental design was carried out with 69 people using a chocolate bar, applying a one-factor analysis of variance (ANOVA). The results indicate that the price discount has a greater effect on the purchase intention. These results contribute to a better understanding of consumer behavior. Likewise, it is highlighted that it is important to choose the appropriate promotion strategy to promote the consumption in the short term of products similar to the one used in this study. | es_ES |
| Doi | https://doi.org/10.19052/rvgluz.27.95.26 | es_ES |
| URI | https://riuat.uat.edu.mx/handle/123456789/5815 | |
| Idioma | es | es_ES |
| Editorial | Universidad del Zulia | es_ES |
| Relación | Revista Venezolana de Gerencia | es_ES |
| URL relacionado | https://doi.org/10.19052/rvgluz.27.95.26 | es_ES |
| Derechos | Acceso restringido / Suscripción (Metadatos de producción científica) | es_ES |
| Licencia | http://purl.org/coar/access_right/c_16ec | es_ES |
| Fuente | Revista Venezolana de Gerencia | |
| Palabra clave | Bonus pack | es_ES |
| Palabra clave | Price discount | es_ES |
| Palabra clave | Pricing strategies | es_ES |
| Palabra clave | Purchase intention | es_ES |
| Título | Price discount strategies and bonus pack in purchase intention | es_ES |
| Título alternativo | Estrategias de descuento en el precio y de bonus pack en la intención de compra | es_ES |
| Tipo | Artículo | es_ES |
| Arbitrado | Ha sido Arbitrado | es_ES |
| Autor | Jessica, Müller Pérez | |
| Autor | José Ignacio, Azuela Flores | |
| Autor | Karla Paola, Jiménez Almaguer | |
| Autor | Jessica, Müller Pérez | es_ES |
| Autor | José Ignacio, Azuela Flores | es_ES |
| Autor | Karla Paola, Jiménez Almaguer | es_ES |
| Institución | Universidad Autónoma de Tamaulipas | |
| Institución | Universidad Autónoma de Tamaulipas | es_ES |
| Número | 95 | es_ES |
| Rango de páginas | 868-881 | es_ES |
| URL relacionada | https://doi.org/10.19052/rvgluz.27.95.26 | |
| Tipo de artículo | Indexado | |
| Tipo de artículo | Indexado | es_ES |
| Volumen | 26 | es_ES |