Abstract
Sales promotion is an important and frequently used marketing tool to influence the consumers’ purchase intentions directly. This research study introduces a two-wing model of sales promotion to show the comparative impact of different formats and benefit levels of instant price discounts and next off purchase promotions on the consumer perceptions and purchase intentions of the promoted products. The uniqueness of this model is that it separately tests the impact of different types and formats of instant price discounts and next off purchase promotions on the consumers’ overall perceptions and purchase intentions of the products under sale. The empirical testing of this model reveals some important findings that can help marketers to develop result oriented sales promotion techniques in Asian markets. Since, this model has been tested in an Asian context only. To know its multi-cultural application it needs to be tested in diverse cultural contexts.
Highlights
Sales promotion has become an indispensable tool of marketing and marketers are using it immensely for a couple of decades
We found that Indefinite off purchase coupons stating the range of the price cut on purchase occasion positively impacts the consumers’’ purchase intentions of the products under sale
This study contributes to the existing literature on sales promotions by introducing two-wing model of sales promotion
Summary
Sales promotion has become an indispensable tool of marketing and marketers are using it immensely for a couple of decades. Marketers assume that consumers make their most of the decisions inside the store, enhancing the importance of sales promotions (Keller, 2007). Keeping this whole scenario in view, manufacturers continue to spend huge sums of money from their communication budget on sales promotions. Sales promotion expenditures increased as percentage of budget expenditures annually for almost two decades (Low and Mohr, 2000; Kotler et al, 2009). To accomplish their objectives marketers use a variety of sales promotion techniques such as instant price discounts, premiums, coupons, rebates and so on. Within 10 years, more than 200 research studies were published on sales promotion (Blattberg and Neslin, 1990)
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