Up-Selling Versus Down-Selling

This article evaluates customers’ postpurchase attitudinal and behavioral responses to two suggestive selling strategies employed in retail establishments: up-selling and down-selling.

The findings are based on a field study conducted among 2,381 customers from a large, national casual dining chain. Then they followed up with 352 customers 1 month later to determine the impact of the suggestive selling strategy on future visitation.

Was founded that while up-selling did improve short-term revenues, it had an adverse effect on customers’ attitudinal responses which resulted in a reduction in future brand patronage.

Conversely, down-selling did not compromise short-term revenues as is commonly thought, and also led to a superior attitudinal response and increased brand patronage.

Were demonstrated that the effect of the suggestive selling strategy on satisfaction and brand loyalty is chain mediated through value and quality. Finally, the findings suggest that, under certain circumstances, employing a down-selling strategy may lead to superior long-term revenues.

Article first published online: March 21, 2018; Issue published: August 1, 2018

Corresponding Author: Tim Norvell, Assistant Professor of Marketing, The Love School of Business, Elon University

Faithfully Yours,

La Classe team



TAILOR-MADE TRAINING

Intercultural training

Generous hospitality

The operational standard

An anti-crisis solution

INFORMATION

Who are we?

Modes of address

Correspondence

Our privacy policy

Blog

Contact

© 2016 by La Classe

Any reproduction or representation of this site in part or in whole (texts, graphics, designs, logos and photos) is prohibited without the written consent of La Classe and would constitute an infringement punishable by articles L. 335-2 and following of the Code of Intellectual Property.

 

Winter Palace

98000 Monaco

Contact us: +33 (0) 6 21 49 96 74

E-mail us: info@monacolaclasse.com

As a training organization approved by the FEDEM for reception techniques, Monégasque companies can benefit from a Government retrocession of 30% on the absolute amount excluding VAT.
Contact us, and we will transmit you all the necessary documents.