An Evaluation of Credit Card Promotion Strategies in B2C Trade Shows A Case Study of Power Buy Expo
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Abstract
This study aims to evaluate credit card promotion strategies in the context of business-to-consumer (B2C) trade shows, using Power Buy Expo—a major electronics fair in Thailand—as a case study. A qualitative research approach was employed, using in-depth interviews with 25 consumers who had experience using credit cards at the event. The findings reveal that 0% installment plans were the most influential strategy, enabling consumers to reduce financial burdens and access high-value products. Cashback and reward programs enhanced perceived value and long-term loyalty, while on-the-spot discounts appealed to quick decision-makers. The study also identifies enabling and inhibiting factors for credit card use, including clarity of conditions, financial literacy, and credit line limitations. The research offers strategic insights for event organizers and financial institutions in designing consumer-centric credit card promotions that encourage responsible spending. Moreover, the findings present policy-level recommendations for public agencies such as the Ministry of Commerce and consumer protection organizations to promote financial literacy and regulate marketing practices at large-scale trade shows.
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