Abstract:

The purpose and the nature of this memo is a very practical one: it is to show how we tried to make better decisions on promotions by reinforcing the classic judgemental approach with an inter-subjective research oriented approach (based on consumer research) in order to better anticipate the market reaction to a given promotion strategy. Our basic hypothesis in this context is, that, in order to develop efficiently the sales of a product, we need to change marketing parameters, (such as price) in order to modify the consumer's perception of the product and its surrounding system. Further more, we think that these parameters will be different according to different target groups or market segments. These hypotheses will be illustrated by one case carried out in Germany.