Effects of sales promotion type and promotion depth on consumer perceptions: the moderating role of retailer reputation

Barney G. Pacheco · Aadil Rahman

28 citations0/0 files storedThe International Review of Retail Distribution and Consumer Research

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

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

Abstract

This study uses a between-subjects experimental design to test the effect of two sales promotion formats (coupon versus markdown) with either high and low face values on consumer attitudes toward the deal, perceived product quality, and purchase intentions. The reputation of the retailer offering the deal is predicted to moderate the relationship between the promotional offer and consumer responses. Consumers perceive product quality to be higher when offered a high value coupon vs. markdown but there is no significant difference in perceived quality across promotion types when the promotion face value is low. When a deep price discount is offered by a retailer with a negative reputation, however, consumers have more favorable attitudes toward the deal and higher purchase intentions when provided with a markdown vs. coupon. Conversely, a high value coupon elicits more favorable evaluations than a markdown when the retailer has a positive reputation. When the value of the promotion is low and the retailer has a positive reputation, consumers have more positive deal attitudes and purchase intentions when offered a markdown vs. coupon. There is no significant difference in the effects of promotion type when the retailer has a negative reputation. The findings therefore establish retailer reputation as an important moderator of sales promotions effectiveness. This research is limited by the use of a single product category and a student sample. Process measures are also needed to validate the proposed theoretical conceptualization. The results provide managers insight into the type and value of the sales promotion to offer based on consumer perceptions of the retailer's reputation in the market.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 28 citations exist upstream.

References

1974Judgment under Uncertainty: Heuristics and Biases 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1985Mental Accounting and Consumer Choice 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 2017Judgment under Uncertainty 1998The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions 2003Consumer Perceptions of Price (Un)Fairness 2000Consumer Response to Negative Publicity: The Moderating Role of Commitment

Cited by

2016Cross-cultural examination of the effects of promotional framing on consumers’ responses: A comparison of China and Pakistan 2015Moderating Effects of Sales Promotion Types 2020The Effects of Sales Promotions on Mobile Banking a Cross-Cultural Study 2023Marketing Mix Influence on Consumer Buying Behavior: A Case Study on the Cosmetics Industry 2018Deal proneness and national culture: evidence from the USA, Thailand and Kenya

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.