Customers behaviourial responses to sales promotion: the role of fear of losing face

Nelson Oly Ndubisi · Tung Moi Chiew

79 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

This research evaluates the impact of sales promotional tools, namely coupon, price discount, free sample, bonus pack, and in‐store display, on product trial and repurchase behaviour of consumers. In addition, the moderation role of fear of losing face (or embarrassment) on the relationship between the sales promotional tools and product trial was examined. The sample points for the research were supermarkets in Kota Kinabalu, Malaysia. A total of 420 randomly selected customers were surveyed using structured questionnaire, out of which, 312 usable responses were received. The results of data analysis show that price discounts, free samples, bonus packs, and in‐store display are associated with product trial. Coupon does not have any significant effect on product trial. Trial determines repurchase behaviour and also mediates in the relationship between sales promotions and repurchase. Fear of losing face significantly moderates the relationship between in‐store display and product trial. Details of the findings and their implications are discussed.

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References

1988The Confucius connection: From cultural roots to economic growth 1990Consumer Behavior and Marketing Strategy 2000A Benefit Congruency Framework of Sales Promotion Effectiveness 1993New products management 1995Culture, Self-Construal, and Embarrassability 1998Consequences of Perceiving Oneself as Responsible for Obtaining a Discount: Evidence for Smart‐Shopper Feelings 2002The efficacy of sales promotions in UK supermarkets: a consumer view 2021Strategic Advertising Management

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2020Examining the effect of customers’ perception of bank marketing communication on customer loyalty 2006Awareness and usage of promotional tools by Malaysian consumers: the case of low involvement products 2016Meta-Analysis of the Long- and Short-Term Effects of Sales Promotions on Consumer Behavior 2021The perception of discount sales promotions – A utilitarian and hedonic perspective 2015An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness

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