Open AccessResponses to Consumer Sales Promotions: Consumer Self-Regulation as a Moderator
Author(s) -
Nijo Varghese
Publication year - 2019
Publication title -
asian review of social sciences
Language(s) - English
Resource type - Journals
ISSN - 2249-6319
DOI - 10.51983/arss-2019.8.s1.1496
Subject(s) - moderation , sales promotion , business , marketing , advertising , consumer behaviour , promotion (chess) , trait , sales management , psychology , social psychology , politics , political science , computer science , law , programming language
This conceptual paper talks about the different consumer sales promotion tools and its effect on the various consumer responses. The study points out the positive relationship between consumer sales promotions and consumer responses. Apart from that, the study focuses on the moderating influence of the consumer self-regulation on the relationship between consumer sales promotions and consumer responses. This paper explains how consumer sales promotions create varying relationship with consumer responses based on the self-regulating trait of the consumer. The review of the research includes classification of consumer sales promotions into monetary and non-monetary tools and also the responses such as purchase acceleration, approach/avoidance behaviours, repurchase intention and WOM intention.