The effect of specific discount pattern in terms of price promotions on perceived price attractiveness and purchase intention: An experimental research

Büyükdağ, Naci, Ayşe Nur Soysal and Ki̇tapci, Olgun

Journal of Retailing and Consumer Services, 2020, vol. 55, issue C

Abstract: This study aims to investigate consumer perceptions and reactions in terms of specific discount patterns (fixed price, 40% discount, discount from 500 TL to 300 TL and 20% + 25% discount) in price promotion. According to the results, specific discount patterns in price promotion have a significant effect on perceived price attractiveness and purchase intention. When the specific discount patterns in price promotion and gender interaction were analyzed in terms of perceived price attractiveness, the scenario of the “discount from TL 500 to TL 300†significantly differentiated from both the control scenario (fixed price) and experimental scenarios for female. For males, no significant difference was found between the control and experimental scenarios. In terms of purchase intention, a significant difference was found between the fixed price scenario and the discount scenario from 500 TL to 300 TL and between the fixed price and 20% + 25% discount scenario. The theoretical managerial implications of the study were discussed, and future research suggestions were presented.

Keywords: Pricing; Price promotion; Purchase intention; Specific discount patterns; Perceived price attractiveness; Retailing; Retail pricing; Experimental design; Consumer behaviour (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919315383

DOI: 10.1016/j.jretconser.2020.102112

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