We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Determining Consumer’s Perceptions of Sales Promotion Tools by Latent Class Analysis.
- Authors
AVCILAR, Mutlu Yüksel; ACEM, Ahmet
- Abstract
According to the Regulatory Focus Theory, some people need to approach situations with positive consequences, while others prefer to avoid situations with negative consequences. It is argued that promotion-focused consumers are inclined to products with emphasis on hedonic benefit, while prevention-focused consumers are oriented towards products with emphasis on utilitarian benefit. Sales promotion tools provide a number of hedonic and utilitarian benefits in addition to monetary savings through some motivations according to the promotion and prevention focus of individuals. This study was conducted to determine individuals’ attitudes towards the products they purchase thanks to sales promotion tools through latent class analysis. The data required for the analysis were obtained by face-to-face survey method with 1006 consumers who voluntarily participated in the research with convenience sampling. According to the findings of the analysis, it has been understood that there are 3 classes that are sensitive to price discount as sales promotion tool in cleaning products, while there are 4 classes that are sensitive to buy-one-get-one-free as a sales promotion tool.
- Subjects
PERCEPTION (Philosophy); SALES promotion; REGULATORY focus theory; CONVENIENCE sampling (Statistics); DISCOUNT prices; CONSUMERS
- Publication
Ege Academic Review, 2024, Vol 24, Issue 2, p199
- ISSN
1303-099X
- Publication type
Article
- DOI
10.21121/eab.1296003