Examining the Moderating Role of Gender on the Relationship between the Benefits of Sales Promotion and Consumer Perception مقالة

مؤلف: Sinha، Somesh Kumar ؛ Verma، Priyanka ؛

Iranian Journal Of Management Studies Autumn 2018, Volume11 - Number 4 ، الف/ISC (‎36 صفحة - من 795 إلی 830 )

الکلمات المفتاحية: gender sales promotion Utilitarian Benefit Hedonic Benefit Consumer Perception

خلاصة:

Is the impact of sales promotion on consumer perception mediated by its hedonic and utilitarian benefits in the context of Indian consumers? Is gender having a moderating impact on the relationship between the benefits of sales promotion and consumer perception? Authors examined both questions using a partial least square structural equation modeling (PLS-SEM). Findings revealed that hedonic and utilitarian benefits mediate the relationship between sales promotion and consumer perception about the product in the context of the Indian consumer. Moderating impact of gender is also found. Female consumers give more preference to the hedonic benefits of sales promotion while male consumers are more attracted to the utilitarian benefits.

ملخص الجهاز:

The second objective of this study was to examine the moderating role of gender on the relationship between sales promotion's benefits (hedonic and utilitarian) and consumer perception of the product. The availability of a promotional offer with a product may influence the consumer perception about the price, (Lichtenstein, Burton, & Netemeyer, 1997; Martínez & Montaner, 2006; Ramaswamy, Srinivasan, & Srini, 1998), quality, (Blattberg & Neslin, 1989; Grewal, Krishnan, Baker, & Borin, 1998; Reid, Thompson, Mavondo, & Brunsø, 2015) and value (Grewal et al. , 2015; Foubert & Gijsbrechts, 2007; Gilbert & Jackaria, 2002; Harris & Blair, 2012; Heeler, Nguyen, & Buff, 2007; Lee & Tsai, 2014). Lowe & Barnes, 2012; Shih-Fen S Chen, Monroe, & Lou, 1998; Yi & Yoo, 2011) Hedonic and Utilitarian Benefit as a Potential Mediating Variable Although theory and empirical evidence suggest a positive relationship between sales promotions and the consumer's perception about the product in a variety of studies (e. The moderating impact of gender is found in consumer style inventory in Indian context (Khare, 2012), the perception of credibility regarding non-fulfillment of promotion deal (Bailey, 2005), Christmas gift shopping pattern (Fischer & Arnold, 1990), and e-commerce (Rodgers & Harris, 2003; Yang & Lester, 2005). Results Analysis of Mediation Effect To attain the first objective of this research, authors examined the possible mediating influence of hedonic and utilitarian benefits of sales promotion on the relationship between sales promotion and consumer perception using a partial least square structural equation modeling (PLS-SEM).

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