The perception of discount sales promotions – A utilitarian and hedonic perspective

This paper explores the effects of utilitarian and hedonic benefits perceptions of discount sales promotions on consumer purchase decisions (attitude and behavioral intention). A closed-ended survey, as well as a partial least squares structural equation modeling of consumers sampling who had used discount sales promotions in their recent purchases, was utilized in this study. The findings suggest that utilitarian benefits perceptions derived from price-quality perception and hedonic benefits perceptions derived from smart shopper self-perception of using discount sales promotions positively affect consumer purchase decisions. Both utilitarian and hedonic benefits perceptions of discount sales promotions can henceforth be used to produce the desired effects on purchase decisions. Hence, this paper sheds light on the effects of utilitarian and hedonic benefits perception of discount sales promotions on purchase decisions. Though the findings are limited to discount sales promotions alone and two types of purchase decisions outcomes (attitude and behavioral intentions), this paper identified multiple avenues to extend its findings. This encourages further exploration of such promotion topics, particularly on the various perceptions of discount sales promotions as well as other sales promotion techniques among marketing academics and practitioners.