Consumers’ Expectations of Sales Events: How satisfied are consumer with shopping during sales events?

Shaheen Borna and Dheeraj Sharma

No WP2016-03-40, IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: Past researchers have examined the influence of sales events on multitude of variables. However, there is no study which specifically examines the influence of sales events on consumer participation in sales events and their expectations from the sales events. In this study, we examine the relationship between consumers’ participation in a given sales event and their expectations of savings from that event in North American context. Research findings indicate that only 11 sales events have a high realization rate of expected savings. Based on research findings, we proffer several recommendations for the retail managers.

Date: 2016-04-05
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Persistent link: https://EconPapers.repec.org/RePEc:iim:iimawp:14493

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