Preferences for Promotion Programs: A Study of Japanese Consumers

• Published in: Journal of promotion management 1993-06, Vol.1 (4), p.21-36
• Main Author: Gould, James S.
• Format: Article
• Language: English
• ISSN: 1049-6491; 1540-7594
• DOI: 10.1300/J057v01n04_03

The study's primary objective was to obtain information about Japanese consumer's attitudes towards various promotion pm- grams. This information will enable promotion planners to make more objective decisions regarding the allocation of promotion dollars. The study was designed to determine: Japanese peoples' attitudes towards various consumer promotion programs, to ascertain which programs they prefer mostfleast, which they participate in the most/ least and to predict which promotion program(s) will be the most/ least important in the 21st Century. A major conclusion is that Marketers must differentiate between "private" and "public" promotion programs. Private programs are those in which others are unaware that a person is participating in. Examples are: stamps, sweepstakes, novelties (distributed at home), and direct mail. Public programs are those in which others may be aware that a person is participating in. Examples are: in store promo- tions, novelties (distributed in public places), rebates (in store), and coupons. Promotion programs deemed to be very important during the 21st Century are: Novelties, Stamps, Events and Rebates. Promotions of moderate importance are: Direct Mail, Sweepstakes, Cause Related, Premiums, Coupons and Contests. Promotions of lesser importance are: In Store, On Pack, Novelties and Coupons.