Nature of Exchange Offers and Antecedents of Exchange Offer Proneness

Abstract

An Exchange Offer is a sales promotion tool common in durables that has several different kinds of formats. This study attempts at mapping and defining the different formats of Exchange Offers (EO). The purpose of this study is to also develop a construct for Exchange Offer Proneness. Intrinsic factors such as consumer characteristics, brand orientation and demographic characteristics and Extrinsic factors such as product category characteristics, situational factors and social factors are suggested antecedents of Exchange Offer Proneness.