En deal om dagen - En kvantitativ studie om hur konsumenter uppfattar varuma rken som promotas genom dagliga deals
The relatively new phenomenon of daily deals has had an amazing explosion of growth during recent years. The concept relies on offering deeply discounted products and services that a number of customers must buy in order to acquire this discounted service. Companies spend valuable resources on marketing to get customers but the effects of daily deals on the brand do not have empirical evidence. What is the customers' attitude towards companies that communicate through daily deals How is their intention to buy from that company affected This is what is the main purpose of this study. To examine how customers perceive a company, in terms of attitude toward the brand and buying intentions, when the company markets through daily deals compared to more traditional promotion. We examine how communication effects such as attitude towards brand, quality, credibility, success, desperation and word-of-mouth affect the intentions to buy. In addition to this we also investigate how different brands are affected depending on their familiarity within daily deals and between daily deals and more traditional promotion.The results are clear. The buying intentions do differ between the two examined promotion methods. Furthermore the results also show that when daily deals are compared to no promotion at all, meaning no price discount, the evaluation of the brand is negative. The framing of the discount in the context of daily deals gives customer a more negative feeling toward the brand. Companies who are considering daily deals as a means to reach customers should take a second to think about what affects that will have on their brand. As our study shows, the buying intention is affected negatively as are the various communications effects. If you have a familiar brand the results show that the effects won't be as severe as for unfamiliar brands.