A systematic literature review of the sales promotion's utilitarian and hedonic benefits

Abstract

With the growing importance of sales promotion tools, it is vital to widen the understanding regarding sales promotion and its benefits. However, existing works of literature provide evidence about sales promotion's impacts on the consumer evaluation process through hedonic and utilitarian benefits, though existing literature has fragmented understandings and contradictory opinions only, and less theoretical foundations. To answer these criticisms, this article systematically studies about utilitarian and hedonic benefits of sales promotion, intending to find out what is known and what requires to be explored further. The findings of this review provide information that a majority of existing literature about utilitarian and hedonic benefits of sales promotion have prioritised Asian, European and American geographical location and sample. It is also observed that maximum studies are conducted in the context of fast-moving consumer goods. Exploration, entertainment, and value expression are the most studied hedonic benefits, while saving, convenience and higher quality are the most studied utilitarian benefits of sales promotion. This study tries to develop a clear understanding of sales promotion's hedonic and utilitarian benefits. It helps to map the landscape as well as provide future research direction by narrating the limitation of present literature.