Sales promotions’influence on the consumer behaviour and perception: the moderating effect of purchase frequency

Abstract

The purpose of the study is to examine the moderating effect of the purchase frequency on the effectiveness of the sales promotion. The study uses a cross-sectional experimental set up to understand the moderating effect of purchase frequency on the promotion type to measure the perceived value, buying intention and search intention. The results suggests that at high purchase frequency, the monetary promotional tool is more effective compared to non-monetary tool. However, we observe a reversal of effectiveness of non-monetary promotion tool in the case of low purchase frequency products. Major findings are discussed, managerial implications and potential avenues of research have been presented