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- Title
An Evaluation of Consumers' Deal-Specific Response to Sales Promotions Based on Their Product Involvement.
- Authors
Dastidar, Surajit Ghosh
- Abstract
Consumer sales promotions (deals) are the key promotional strategies that marketers are employing today to provoke consumers for immediate product purchase. For effective use of deals, it is pertinent for the marketers to understand the consumers' response to various deals in a given product category. This research has examined whether the dealprone buyers in a given product category are also the deal-prone buyers for other product categories. Consumers' deal redemption intention, tested in the case of eight types of deals, using a sample of 410 respondents, has been compared across a low-involvement FMCG product, e.g., shampoo, and a high-involvement durable product, e.g., apparel, to assess whether consumers are consistent, or vary, in their deal proneness across these two product categories. The results depict significant differences in consumers' deal proneness across the two product categories in the case of a majority of the deal types included in this study. The findings have important theoretical implication and are expected to enable the marketers to strategize the use of various deals effectively, specifically as per their product category.
- Subjects
SALES promotion; MARKETING strategy; CONSUMER behavior; DEALS; FAST moving consumer goods
- Publication
IUP Journal of Marketing Management, 2017, Vol 16, Issue 2, p7
- ISSN
0972-6845
- Publication type
Article