Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation

Nirmalya Bandyopadhyay, Bharadhwaj Sivakumaran, Sanjay Patro and Ravi Shekhar Kumar

Journal of Retailing and Consumer Services, 2021, vol. 61, issue C

Abstract: In the present study we investigate whether various types of sales promotions together with hedonic shopping motivation (value shopping) and positive affect drive impulse buying. The study further explores the moderation impact of trait constructs viz deal proneness and impulsive buying tendency in impulse buying. In our research, sales promotion tools are classified into four categories namely, (a) monetary-immediate (MI), (b) non-monetary-immediate (NMI), (c) monetary-delayed (MD) and (d) non-monetary delayed (NMD) types of sales promotions. Data were analysed using SEM. Results revealed that out of the four categories of promotional tools only MI and NMI drive impulse buying. Each of MI, NMI, MD and NMD is found to be related to positive affect whereas MI, NMI and NMD impact value shopping but MD does not. The role of IBT and DP as moderators has been evident. The study has significant theoretical as well as managerial implications. Test of mediation confirmed the role of urge to buy as mediator.

Keywords: Consumer sales promotion; Value shopping; Positive affect; Urges to buy; Impulse buying (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:61:y:2021:i:c:s0969698921000989

DOI: 10.1016/j.jretconser.2021.102532

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