Gillette's market research shows that most consumers decide upon a brand of deodorant at the point-of-purchase rather than before entering the store.Based on these findings,what form of promotion should be most effective for Gillette's Right Guard brand?

Question

Quizplus · Accepted Answer

In-store coupons would be the most effective form of promotion for Gillette's Right Guard brand based on the market research findings that consumers decide upon a brand of deodorant at the point-of-purchase. By offering coupons at the store, Gillette can influence consumers' buying decisions in real-time and encourage them to choose Right Guard over other brands. Direct mail coupons and coupons distributed through freestanding inserts in newspapers may not be as effective since consumers may not see them until after they have already made their purchase decision. Event marketing and spiffs may also not be as effective since they do not directly incentivize consumers to purchase Right Guard in-store.

Gillette's Market Research Shows That Most Consumers Decide Upon a Brand