Why Can On- or In-Pack Incentive Programs Like Pepsi Points

question 125

Multiple Choice

Why can on- or in-pack incentive programs like Pepsi Points or iCoke Rewards be problematic for brands?

• A) The consumer may experience negative reinforcement when comparing competitive prices.
• B) If the promotion is ongoing, it is difficult to predict consumer behaviour should the reinforcement ever stop.
• C) Consumer switching behaviour is curtailed.
• D) Retailers are not happy having to purchase large amounts of product to support the promotion.

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