Impact of sales Promotion's benefits on perceived value: Does product category moderate the results? |
| |
| Institution: | 1. School of Business Administration, University of Dayton, Department of Management and Marketing, 300 College Park, Dayton, OH 45469, United States;2. The Eli Broad College of Business, Michigan State University, N307 North Business Complex, 632 Bogue Street, East Lansing, MI 48824, United States;3. Culverhouse College of Commerce, The University of Alabama, 361 Stadium Dr, Tuscaloosa, AL 35487, United States;4. W. Frank Barton School of Business, Wichita State University, 1845 Fairmount St., Wichita, KS 67260, United States;1. Ehrenberg-Bass Institute for Marketing Science, Business School, University of South Australia, Adelaide, Australia;2. Communicado Pty LTD, Melbourne, Australia;1. Columbia University Business School, New York, NY 10027, USA;2. School of Economics and Management, Tsinghua University, Beijing 100084, China |
| |
| Abstract: | The purpose behind the development of this research article is to assess the impact of sales promotions benefits on consumer perceived value and examine the moderating effect of product categories on the relation between sales promotions, their benefits, and consumer perceived value. The study used a sample of 400 consumers from India and ‘Structure Equation Modelling’ technique is applied to evaluate the research assumption. Finally, the moderating effect of the product category is evaluated by utilizing ‘Multi-Group Analysis' technique. Research findings reveal that the product category moderates the consumer's perceived value for hedonic and utilitarian benefits of sales promotion tools. It is found that utilitarian benefits of sales promotion have more impact on consumer perceived value in the context of personal care product while hedonic benefits are having more impact on consumer perceived value in the context of food products. A sales promotion plan can be made more effective when it is hedonic benefit oriented in the case of food products and utilitarian benefit oriented in the case of personal care products. The findings of this research can be useful for marketers to develop an effective sales promotion strategy considering the category wise differential impact of sales promotions benefits. |
| |
| Keywords: | Food product Personal care product Utilitarian benefit Hedonic benefit Sales promotion Consumer perceived value |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
