The Link Between Sales Promotion’s Benefits and Consumers Perception: A Comparative Study Between Rural and Urban Consumers:

Published on Apr 29, 2019in Global Business Review
· DOI :10.1177/0972150918825398
Somesh Kumar Sinha2
Estimated H-index: 2
(NIT-B: Maulana Azad National Institute of Technology),
Priyanka Verma4
Estimated H-index: 4
(NIT-B: Maulana Azad National Institute of Technology)
Source
Abstract
The purpose behind the development of this research article is to assess the difference in consumers’ perception for sales promotion’s hedonic and utilitarian benefits in rural and urban areas. To ...
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Purpose The purpose of this paper is to conceptualize, develop and validate the measurement of impulse buying tendency India, an emerging market in Asia. Design/methodology/approach The conceptualization of India’s impulse buying tendency (IBT) has been based on a review of academic literature and an analysis of qualitative data from 30 observations at retail stores and 25 in-depth consumer interviews. The scale’s reliability and validity were assessed by content, convergent, discriminant, nomol...
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#1Shivendra Kumar Pandey (IIMA: Indian Institute of Management Ahmedabad)H-Index: 7
The present study is an attempt to establish the relationship between deals and moods on the compulsive buying behaviour. A total of 172 subjects responded to the structured questionnaire conducted mainly through online methods. Established scales of moods, compulsive buying, etc. were validated before use in measuring these constructs. Contrary to the established Western literature, young Indian consumers were not found to be affected by moods either directly or indirectly. There was neither an...
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AbstractWhile prior research has examined the issue of sales promotion proneness, very little has examined proneness to non-monetary promotions, such as contests and premiums discovered in store. This study draws on a promotions benefits framework to examine the influence of shoppers’ desired benefits on their relative proneness to in-store monetary and non-monetary promotions. Computer-aided telephone interviewing (CATI) data gathered from 500 grocery shoppers are used. The findings show that s...
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Purpose – This study aims to analyse what type of premium, hedonic or utilitarian, is preferred in a promotional context. Additionally, it seeks to examine the role of affective and cognitive reactions in decision processes where utilitarian and hedonic premiums are involved. Design/methodology/approach – Three experiments were conducted. A single factor within-subjects design was employed, with the nature of the premium (hedonic/utilitarian) as the treatment factor. Respondents were asked to ma...
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Most methodological fields undertake regular critical reflections to ensure rigorous research and publication practices, and, consequently, acceptance in their domain. Interestingly, relatively little attention has been paid to assessing the use of partial least squares structural equation modeling (PLS-SEM) in marketing research—despite its increasing popularity in recent years. To fill this gap, we conducted an extensive search in the 30 top ranked marketing journals that allowed us to identif...
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Abstract In the present study we investigate whether various types of sales promotions together with hedonic shopping motivation (value shopping) and positive affect drive impulse buying. The study further explores the moderation impact of trait constructs viz deal proneness and impulsive buying tendency in impulse buying. In our research, sales promotion tools are classified into four categories namely, (a) monetary-immediate (MI), (b) non-monetary-immediate (NMI), (c) monetary-delayed (MD) and...
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