TITLE

Effect of Sales Promotions on Consumer Preferences - The Moderating Role of Price Perceptions and Deal Proneness (A Study of FMCG Products)

AUTHOR(S)
Rao, Venu Gopal
PUB. DATE
March 2009
SOURCE
Vilakshan: The XIMB Journal of Management;Mar2009, Vol. 6 Issue 1, p1
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Manufacturers of FMCG products rely on sales promotions in order to attract customers and motivate them to buy their products. In doing so many marketers may be missing out on crucial consumer related dimensions such as Value consciousness (VC), Deal proneness (DP) and Price consciousness (PC). Past studies in the area indicate that these dimensions impact the manner in which consumers respond to sales promotion offers. Taking select FMCG products (packaged atta, tooth paste and detergents), two promotion types (monetary and non monetary) and two store types (Supermarket and Kirana store) the study makes an attempt to analyze whether the three dimensions of Value Consciousness, Deal Proneness and Price Consciousness are related and if so what is their impact on store preferences, brand preferences and buying intentions. Results of the study indicate that the three dimensions have an impact on Buying intentions, Brand and Store preferences. Differences were observed among consumers on Value consciousness and Deal proneness but not on Price consciousness. Demographic variables and their association with the dimensions have been mixed and not very significant implying that the dimensions under study have a universality of application. Consumers differed on the three dimensions when compared by their preferences for Monetary and Non Monetary promotions. It is suggested that similar studies be carried out in different product categories to test the applicability of the dimensions under question.
ACCESSION #
43734845

 

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