Date of Award


Degree Type


Degree Name

Doctor of Philosophy


The major problem that this research addresses is the low level of salesforce support for the trade promotions of consumer packaged goods manufacturers doing business in Canada. This study examines what attributes of trade promotions influence levels of intended salesforce support and their relative impact. An investigation of tradeoffs salespeople make in their support of trade promotions is also undertaken. Further, the effects of such non-design variables as individual, organizational and situational factors on support intentions are assessed.;A field study of 424 sales representatives and sales managers across six divisions of five Canadian consumer packaged goods manufacturers is conducted. Conjoint and stepwise multiple regression analyses are the primary analytical techniques used in the study. Individual utility levels are estimated for each respondent using an additive, main effects, part-worth conjoint model and dummy variable regression. For each profile, a multiple regression analysis is performed using the ratings as dependent variables and the utilities and/or non-design variables as independent variables. A cluster analysis of individual utilities is also performed.;Results indicate the overwhelming importance of trade promotion design factors or attributes in influencing levels of intended salesforce support across the profiles. Non-design variables appear to have a very limited effect. Across all respondents, the most important attributes of trade promotions in order, are level of case allowance, extra sell-in potential, consumer promotional activity and deal frequency. Excluding deal frequency, higher levels of each attribute are preferred by the majority of respondents. For deal frequency, there appears to exist an ideal level for many respondents. Using cluster analyses, four natural clusters are identified and differ in terms of tradeoffs made and such exogenous variables as age and job level. Despite the relatively minor effect of the non-design variables, the only consistent positive influence upon support intentions appears to be perceived salesforce participation in the trade promotion process.;Several specific managerial recommendations are proposed as a result of this study. They relate primarily to considering the preferences of groups of salespeople in the design of trade promotions. In addition, several avenues for future research are explored.



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