Consumers’ expectations of sales events: how satisfied are consumer with shopping during sales events?

Abstract

Past researchers have examined the influence of sales events on multitude of variables. However, there exists a gap with regards to specific examination of 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.