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The effect of specific discount pattern in terms of price promotions on perceived price attractiveness and purchase intention: An experimental research

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  • BüyükdaÄŸ, Naci
  • Soysal, AyÅŸe Nur
  • Ki̇tapci, Olgun

Abstract

This study aims to investigate consumer perceptions and reactions in terms of specific discount patterns (fixed price, 40% discount, discount from 500 TL to 300 TL and 20% + 25% discount) in price promotion. According to the results, specific discount patterns in price promotion have a significant effect on perceived price attractiveness and purchase intention. When the specific discount patterns in price promotion and gender interaction were analyzed in terms of perceived price attractiveness, the scenario of the “discount from TL 500 to TL 300†significantly differentiated from both the control scenario (fixed price) and experimental scenarios for female. For males, no significant difference was found between the control and experimental scenarios. In terms of purchase intention, a significant difference was found between the fixed price scenario and the discount scenario from 500 TL to 300 TL and between the fixed price and 20% + 25% discount scenario. The theoretical managerial implications of the study were discussed, and future research suggestions were presented.

Suggested Citation

  • BüyükdaÄŸ, Naci & Soysal, AyÅŸe Nur & Ki̇tapci, Olgun, 2020. "The effect of specific discount pattern in terms of price promotions on perceived price attractiveness and purchase intention: An experimental research," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    • Handle: RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919315383
    DOI: 10.1016/j.jretconser.2020.102112
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    2. Tsai, Pei-Hsuan & Tang, Jia-Wei & Chen, Chih-Jou, 2022. "Partnerships that go places: How to successfully market products from vendor partners at retail stores from the vendors’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Wang, Siqi & Cheah, Jun-Hwa & Lim, Xin-Jean & Leong, Yee Choy & Choo, Wei Chong, 2022. "Thanks COVID-19, I'll reconsider my purchase: Can fear appeal reduce online shopping cart abandonment?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Ladeira, Wagner & Rasul, Tareq & Perin, Marcelo Gattermann & Santini, Fernando, 2023. "The bright side of disorganization: When surprise generates low-price signals," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    5. Aka, Salih & Buyukdag, Naci, 2021. "How to prevent food waste behaviour? A deep empirical research," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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