In these days, the costs of sales promotions are increasing in the marketing budget of company. Thus it is important to create effective sales promotion.
This article examines the effect of congruency on brand choice when the types of product accord with the types of sales promotion and when the types of consumer value accord with those of sales promotion. It is posted that consumer choice is influenced by benefit congruency.
Three findings are identified by choice experiment. First, for high-equity brands, monetary promotions are more effective for utilitarian products than for hedonic products. Second, price influences the relations between the types of product and those of sales promotion. For utilitarian products, when the price of product is higher, monetary promotion is more effective. For hedonic product, nonmonetary promotion is more effective when the price of product is lower. Finally, the congruency between the types of consumer value and those of sales promotion does not affect brand choice.
