An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness

Santini, Fernando de Oliveira; Sampaio, Cláudio Hoffmann; Perin, Marcelo Gattermann; Vieira, Valter Afonso

doi:10.5700/rausp1210

Cited by 24 publications

(19 citation statements)

References 75 publications

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“…Eleboda (2017) also confirmed that sales promotion had a negative impact on consumer purchase decision. The result was supported by Santini et al (2015) who stated that much discount leads to a state of discomfort among consumer, which will ultimately causes a sense of caution highlighted earlier, associating negatively with the hedonic features. Furthermore, Simonson et al (1994) confirmed that sales promotion had a negative impact on brands.…”

Section: Discussionmentioning

confidence: 69%

An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market

Hanaysha¹

2018

PRR

110

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Purpose The purpose of this paper is to examine the effects of corporate social responsibility, social media marketing, sales promotion, store environment and perceived value on a purchase decision in the retail sector. Design/methodology/approach A quantitative research methodology was used and the data were collected from 278 customers of retail stores in Malaysia. The collected data were analysed using SPSS 19 and structural equation modelling on AMOS. Findings The findings showed that corporate social responsibility has significant positive effects on a purchase decision, whereas sales promotion has a negative effect on purchase decision. The outcomes of this study also indicated that store environment has a significant positive effect on consumers’ purchase decisions. Contrary to expectations, the findings revealed that the effect of social media marketing on purchase decision is insignificant. Finally, the results showed that perceived value has a significant positive effect on a purchase decision. Originality/value The findings of this study contribute to an understanding of the importance of the selected factors in affecting a consumer’s purchase decision in the retail industry.

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Section: Discussionmentioning

confidence: 69%

An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market

Hanaysha¹

2018

PRR

110

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“…Moreover, promotion could affect to the consumer's mind like a benefit to him/her, then creating the changes in consumer behavior [11]. Many studies have also confirmed the effect of sales promotions on consumer attitudes and consumer behavior [12,13,14]. As a result, promotion is a very useful strategic mean to improve profitability.…”

Section: Promotionmentioning

confidence: 98%

The Role of Promotion in Mobile Wallet Adoption – A Research in Vietnam

Hoang¹,

Le²

2020

Adv. sci. technol. eng. syst. j.

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Mobile wallet is an application that allows users to make online payments using their mobile phones. In the context of an outbreak of COVID-19 epidemic in Vietnam and the world, mobile wallets are considered having many opportunities to change people's cash spending habits. The current study assesses the factors impact on the intention to use the mobile wallet, focusing on understanding the relationship of promotion with common factors in technology adoption research such as perceived risk, perceived usefulness, habits, social influences. The research results also show the direct and indirect effects of promotion on intent to use. From this result, 7 of 9 research hypotheses were accepted. Promotion, often overlooked by researchers, has been proven to be a critical factor when researching technology adoption because it significantly improves the level of intentional interpretation of the research model. This study will be the premise for future researches when studying adoption technology, researchers could integrate promotion to the model to achieve a significant improvement in the level of interpretation as showed in this study.

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“…Promotion also can be defined as marketing and communication activities that could change the price-value relationship of product or service that perceived by target (Andreti, et, al., 2013). Furthermore, the tools of promotion for food or cafe is product promotion (Carlson, 2018) such as extra product and extra volume (Smith & Sinha, 2000), sales promotion (Santini, et, al., 2015) such as Card sales (Schultz & Block, 2014), coupons, discount day, price adjustment, and display (Schultz & Peltier, 2013).…”

Section: Introductionmentioning

confidence: 99%

Identifying Factors that Affect Consumer Satisfaction of Parklatz Café in Ponorogo City, East Java, Indonesia: An Application of Exploratory Factor Analysis

Susilo

2020

JES

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This study aims to find out how the exploratory factor analysis (EFA) conducted which can be used in further research. Also to find out how the factors need to be grouping and then confirmed to assess the degree to which the data meet the expected structure. The author has conducted a survey of 124 respondents. The respondents were asked to give their responses on a five-point Likert scale through a questionnaire. The data has been analyzed with exploratory factor analysis (EFA) using Varimax rotation, which reduced the data into several factors. The findings of this study indicate that product, service satisfaction, price satisfaction, promotion, and customer hospitality influence customer satisfaction of Parklatz Café in Ponorogo City.

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An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness

Cited by 24 publications

References 75 publications

An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market

An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market

The Role of Promotion in Mobile Wallet Adoption – A Research in Vietnam

Identifying Factors that Affect Consumer Satisfaction of Parklatz Café in Ponorogo City, East Java, Indonesia: An Application of Exploratory Factor Analysis

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