Examining the Moderating Role of Gender on the Relationship between the Benefits of Sales Promotion and Consumer Perception | ||
| Interdisciplinary Journal of Management Studies | ||
| مقاله 7، دوره 11، شماره 4، زمستان 2018، صفحه 795-830 اصل مقاله (802.18 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/ijms.2018.241676.672823 | ||
| نویسندگان | ||
| Somesh Kumar Sinha* ؛ Priyanka Verma | ||
| Maulana Azad National Institute of Technology, Bhopal, India | ||
| چکیده | ||
| Is the impact of sales promotion on consumer perception mediated by its hedonic and utilitarian benefits in the context of Indian consumers? Is gender having a moderating impact on the relationship between the benefits of sales promotion and consumer perception? Authors examined both questions using a partial least square structural equation modeling (PLS-SEM). Findings revealed that hedonic and utilitarian benefits mediate the relationship between sales promotion and consumer perception about the product in the context of the Indian consumer. Moderating impact of gender is also found. Female consumers give more preference to the hedonic benefits of sales promotion while male consumers are more attracted to the utilitarian benefits. | ||
| کلیدواژهها | ||
| Utilitarian Benefit؛ Hedonic Benefit؛ Sales Promotion؛ Consumer Perception؛ gender | ||
| مراجع | ||
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