Competitive Positioning of Promotional Products Sources Based on Client Perceptions and Experience

Respondents evaluated four different sources of promotional products-promotional products distributors, manufacturer/ imprinters, catalogs, and advertising/promotion agencies-in terms of 18 source selection criteria and 10 services. Using importance-performance analysis, client rankings of importanc...

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Bibliographic Details
Published in:Journal of promotion management 2009-02, Vol.14 (3-4), p.375-389
Main Author: Cooper, Marjorie J.
Format: Article
Language:English
Subjects:
buyer selection criteria
importance-performance analysis
promotion management
promotional products
sourcing channels
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Summary:Respondents evaluated four different sources of promotional products-promotional products distributors, manufacturer/ imprinters, catalogs, and advertising/promotion agencies-in terms of 18 source selection criteria and 10 services. Using importance-performance analysis, client rankings of importance were compared with client ratings of performance on each of these 28 items to determine where discrepancies occur. Out of 18 criteria that clients use to select their promotional products vendors, the top criteria were negatively disconfirmed (i.e., importance was significantly higher than performance). It was found that no one source has a distinctive competitive advantage over the others on the most important source criteria.
ISSN:1049-6491
1540-7594
DOI:10.1080/10496490802501869