A comparison of two types of price discounts in shifting consumers' attitudes and purchase intentions
نویسنده
چکیده
This study focuses on consumer responses to two different types of price discounts: 1) a price discount with and 2) a price discount without a minimum purchase requirement. The effects of the discounts are examined to the extent that they may change consumers' attitudes and purchase intentions regarding a particular brand, by moving it from consumers' hold set to consideration set. A three-phase study on fast-food services in China was conducted. The results of the study provide new empirical insights regarding how to use a brand categorization model to predict the effects of different types of price discounts on consumer purchase behavior. More specifically, this study demonstrates that when a price discount with and without a minimum purchase requirement is applied to a brand in a hold set, the brand moves from the consumers' hold set to the consideration set. However, the effects of the two types of price discounts on consumers' attitudes and purchase intentions are not significantly different. The results are discussed in relation to brand management and marketing strategies in consumer goods industries. © 2008 Elsevier Inc. All rights reserved.
منابع مشابه
The effect of personality, attitude, trust and brand equity on the purchase intention of sporting goods brands
The purpose of this study was to determine the effect of personality, attitude, trust and brand equity on the purchase intention of sporting goods brands. The statistical population of this study consisted of all consumers of sporting goods brands in Tehran. 386 Consumers of sporting goods brands using the convenience sampling methods completed the scales of Jones et al. (2009) brand personalit...
متن کاملWhen and how should retailers rationalize the size and duration of price discounts?
a r t i c l e i n f o Context: Price discounts are common retail promotional tools that are defined by their size and duration. Consumers possess a general schema in which they believe that retailers are motivated to associate larger price discounts with shorter durations and smaller price discounts with longer durations. However, factors influencing promotion management frequently lead retaile...
متن کاملAdvance-purchase discounts as a price discrimination device
In an intertemporal setting in which individual uncertainty is resolved over time, advancepurchase discounts can serve to price discriminate between consumers with different expected valuations for the product. Consumers with a high expected valuation purchase the product before learning their actual valuation at the offered advance-purchase discount; consumers with a low expected valuation wil...
متن کاملThe Effects of Attitude, Subjective Norm, and Perceived Behavioral Control on Consumers’ Purchase Intentions: The Moderating Effects of Product Knowledge and Attention to Social Comparison Information
The purpose of this research is to investigate whether the relative influences of attitude, subjective norm, and perceived behavioral control on consumers’ purchase intentions will be different when consumers possess different levels of product knowledge (subjective and objective) and attention to social comparison information (ATSCI). As proposed by the theory of planned behavior, consumers’ p...
متن کاملCompetition in the Presence of Individual Demand Uncertainty
This paper sheds light on an empirical controversy about the effect of competition on price discrimination. We propose a model in which consumers learn their preferences over time and show that firms offer advance purchase discounts. Consumers choose between an early (uninformed) purchase at a low price and a late (informed) purchase at a high price. Competing firms offer higher discounts to se...
متن کامل