Consumer Sales Promotion

Consummatory Purpose – The purpose of a message is accomplished at the moment of its consumption when received. See: Instrumental Purpose

Consumption – The destruction of the utilities embodied in goods and services.

Consumption Function – The relation of personal expenditures to income at different levels of income.
See:Propensity to Consume

Consumer Sales Promotion – Externally directed incentives offered to the ultimate consumer. These usually consists of offers such as coupons, premiums, rebates, etc., designed to gain one or more of the following: product trial; repeat usage of product; more frequent or multiple product purchases; introduce a new/improved product; introduce new packaging or different size packages; neutralize competitive advertising or sales promotions; capitalize on seasonal, geographic, or special events; encourage consumers to trade up to a larger size, more profitable line, or another product in the line.

Consumer Satisfaction – 1. (consumer behavior definition) The degree to which a consumer’s expectations are fulfilled or surpassed by a product. 2. (consumer behavior definition) the post-purchase evaluation of a consumer action by the ultimate consumer or the decision maker. The beliefs, attitudes, and future purchase patterns; word-of-mouth communication; and legal and informal complainst have been related to the post- purchase satisfaction/disatisfaction process.

Consumer Search – See: Search

Consumer Sentiment Index – The Index of Consumer Sentiment (ICS) was developed at the University of Michigan Survey Research Center to measure the confidence or optimism (pessimism) of consumers in their future well-being and coming economic conditions. The index measures short-and-long term expectations of business conditions and the individual’s perceived economic well-being. Evidence indicates that the ICS is a leading indicator of economic activity as consumer confidence seems to precede major spending decisions.

Consumer Socialization – The process by which children acquire knowledge, attitudes, and skills pertinent to their effective functioning as consumers. See: Socialization

Consumer Sovereignty – The concept that the consumer is supreme in the market, a concept that has relevance in relation to the degree of access the consumer has to choice in the market; not only the right to reject inferior goods, but the right to choose among a sufficient range of products so that matching may reasonably occur between the characteristics of the product and the demand specifications of a certain consumer.

Consumer’s Risk – Used sometimes in purchasing to denote the probability of accepting a sample of a lot which is actually defective.

Consumer’s Surplus – The difference between the utility a buyer of a product or service gets the utility he pays for. This”bargain” comes about through the pricing process for a differentiated product. The seller must ultimately set upon the level of price that will provide him with the volume he wants. Thus the price will give the last prospect an amount of utility exactly equal to the price charged. Prospects who would pay more than this, who see more utility in the product than those for whom it has a weaker appeal, are provided with unpaid-for utility.

Consumption – The direct and final use of goods or services in satisfying the wants of free human beings.

Consumption Function – A schedule of the amounts of their disposable income that individuals tend to devote to consumption at various levels of income.

Contact Man – Same as: Account Executive

Containerization – Design and use of filled rather-small-van size to trailer size containers which may be moved interchangeably among various type of carriers without breaking bulk. A present there is a move toward standardization of container sizes. In order to facilitate intermodal transportation, some terminals and wharfs are providing or planning spaces especially for each of the two most used sizes, 20- foot and 40-foot. The 20-foot size is especially adapted to the Lash concept, the 40-foot size can be accommodated readily on container-ships. Recently a service has been made available to exporters of smaller shipments that offers the same advantages as filled containers.

Container-on-Flatcar  (COFC) A shipment of goods in a container on a rail flatcar. Shipments moving as COFC receive special rates.

Containerization – The physical grouping of master cartons into one unit load for materials handling or transport. the basic objective is to increase materials handling efficiency.

Containerization Institute – The only organization in the field of containerization and bulk packaging.(its name originally was Bulk Packaging and Containerization Institute), its the acts as industry spokesman, publishes a news bulletin, and acts as liaison with industry committees and government agencies.

Containerizing – The practice in transportation of consolidating a number of packages into one container that is sealed at the point of origin and remains sealed until it reaches the point of destination.

Container Premium – A product package which serves as a reusable container or other household item such as carafe. All or part of the cost over that of a common package may be added to the price to make the promotion self-liquidating at least to some degree.

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