Abstract
This research was intended to explore and examine the effects of coupon proneness, price consciousness and sale proneness on consumers' buying intentions towards expiration date-based priced perishable food items in the Indian context. In order to collect data, a mall-intercept survey was conducted using a structured questionnaire. Data were analysed using a two-step structural equation modelling. Outcomes of hypothesis testing reveal that coupon proneness and price consciousness have significant positive associations with sale proneness. In addition, coupon proneness, price consciousness, and sale proneness have significant positive effects on Indian consumers' buying intentions towards the expiration date-based priced perishable food items.
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