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Walgreens and Redbox partner on Thanksgiving Day movie giveaway for early-bird customers

BY Michael Johnsen

DEERFIELD, Ill. — Walgreens and Redbox on Tuesday announced that the first 250 customers to make a purchase at each of the more than 8,000 Walgreens locations nationwide on Thanksgiving Day will get a free one-night Redbox DVD rental. The rental will be valid from Thanksgiving Day through Nov. 29, 2012, at any Walgreens offering Redbox rentals.

"Building on the success of last year’s Thanksgiving Day promotion with Redbox, we are offering this reward to our early bird shoppers once again this Thanksgiving," stated Bob Cinq-Mars, Walgreens divisional merchandise manager for front-end services. "The holidays are a great time to gather the family for a movie, and this promotion offers a chance for some to try out the service for the first time or a nice bonus for many others who have long enjoyed the convenience and value of Redbox rentals at their neighborhood Walgreens."

 

 

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Giant-Landover donates 1,000 turkeys to local food bank

BY Alaric DeArment

LANDOVER, Md. — Giant-Landover donated 1,000 turkeys to a nearby food bank last week to help families in need enjoy Thanksgiving, the Ahold-owned chain said.

The chain, officially known as Giant Food and based in Landover, Md., sent President Anthony Hucker and VP Finance Brian Shelton to the Capital Area Food Bank to present 1,000 turkeys on Friday. Shelton is also a board member of the food bank.

Capital Area Food Bank, COO Mark McCaffrey was on hand to accept the donation. The food bank is distributing 5,000 turkeys to families in the District of Columbia, Virginia, Maryland and Delaware.

 

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Emphasizing lower sales prices may hint at lower quality for some consumers, study finds

BY Alaric DeArment

NASHVILLE, Tenn. — While sale prices may attract many consumers to products, for others, they may denote lower quality, a new study suggests.

The study, conducted by Vanderbilt University marketing professor Steve Posavac and others, and set for publication in the Journal of Consumer Research, found that consumers use a series of theories when considering the relationship between value and price.

"In the case of price, most people simultaneously believe that low prices mean good value and that low prices mean low quality," Posavac said. "But these two beliefs are not equally present in consumers’ minds all the time."

In one experiment, consumers were shown an advertisement for a bottle of wine with either a high or low price. When subtly reminded of the wine’s quality, they gave a more favorable opinion of the expensive wine than the cheap one, but they rated the cheap wine more favorably when subtly reminded of value. The researchers found that because consumers use "naive theories" when analyzing a product, a company’s subtle marketing tactics toward price or quality may attract one consumer while alienating another.

"Consumers rarely have complete information and use various strategies to fill the gaps in their knowledge as they consider and choose products," Posavac and coauthors Helene Deval, Susan Mantel and Frank Kardes write in the study. "One of these strategies involves using naive theories: informal, common sense explanations that consumers use to make sense of their environment."

Posavac used J.C. Penney as an example of how sales promotions can succeed when consumers perceive that they are getting a good deal, but can backfire if they perceive that the lower prices they pay indicate lower quality.

"A company may implement an everyday low-pricing strategy that manages to reduce brand value and alienate consumers if many of them believe that low prices equal low quality," Posavac said. "Over the years, J.C. Penney customers had become so used to sales that they no longer believed they were getting a good deal."

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