IDEAS home Printed from https://ideas.repec.org/a/sae/padigm/v24y2020i2p195-207.html
   My bibliography  Save this article

A Critical Investigation of Consumer Response for Monetary and Non-monetary Promotions Across E-services

Author

Listed:
  • Ayushi Sharma
  • O. P. Wali
  • Rakesh Mohan Joshi

Abstract

Monetary and non-monetary promotions are very evident in e-commerce. Consumer comes across them daily while making purchase decisions. This study brings in the perspective of how consumer leverages the two types of promotion when they choose to make their e-purchase. Study focuses on three service sectors (ordering food online, booking ride online and booking event tickets) and how consumer response differs across them for evaluating two categories of promotion. Consumer budget also plays an important role. It changes the consumer shopping orientation as well as the evaluation of promotion while making a purchase decision. Study also shows that gender play a significant role while evaluating monetary promotion; however, non-monetary promotions are no different for them. The findings of the study have implications for e-retailers to implement their promotional strategies more efficiently.

Suggested Citation

  • Ayushi Sharma & O. P. Wali & Rakesh Mohan Joshi, 2020. "A Critical Investigation of Consumer Response for Monetary and Non-monetary Promotions Across E-services," Paradigm, , vol. 24(2), pages 195-207, December.
    • Handle: RePEc:sae:padigm:v:24:y:2020:i:2:p:195-207
    DOI: 10.1177/0971890720959530
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0971890720959530
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0971890720959530?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Davis, Robert & Smith, Sandra D. & Lang, Bodo U., 2017. "A comparison of online and offline gender and goal directed shopping online," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 118-125.
    2. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
    3. Gilles Laurent & Pierre Chandon & Brian Wansink, 2000. "A Benefit Congruency Framework of Sales Promotion Effectiveness," Post-Print hal-00458440, HAL.
    4. Di Fatta, Davide & Patton, Dean & Viglia, Giampaolo, 2018. "The determinants of conversion rates in SME e-commerce websites," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 161-168.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Suwelack, Thomas & Hogreve, Jens & Hoyer, Wayne D., 2011. "Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes," Journal of Retailing, Elsevier, vol. 87(4), pages 462-478.
    2. Guillaume Le Borgne & Lucie Sirieix & Sandrine Costa, 2014. "Food waste and promotions," Working Papers hal-01140919, HAL.
      • Le Borgne, G. & Sirieix, L. & Costa, S., 2014. "Food waste and promotions," Working Papers MoISA 201405, UMR MoISA : Montpellier Interdisciplinary center on Sustainable Agri-food systems (social and nutritional sciences): CIHEAM-IAMM, CIRAD, INRAE, L'Institut Agro, Montpellier SupAgro, IRD - Montpellier, France.
    3. Wagner, Tillmann & Rudolph, Thomas, 2010. "Towards a hierarchical theory of shopping motivation," Journal of Retailing and Consumer Services, Elsevier, vol. 17(5), pages 415-429.
    4. Byun, Kyung-Ah (Kay) & Duhan, Dale F. & Dass, Mayukh, 2020. "The preservation of loyalty halo effects: An investigation of the post-product-recall behavior of loyal customers," Journal of Business Research, Elsevier, vol. 116(C), pages 163-175.
    5. Wenyan Zhou & Oliver Hinz & Alexander Benlian, 2018. "The impact of the package opening process on product returns," Business Research, Springer;German Academic Association for Business Research, vol. 11(2), pages 279-308, September.
    6. repec:dau:papers:123456789/5853 is not listed on IDEAS
    7. Bhat Ishfaq Hussain & Singh Sapna, 2018. "Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery stores," Management & Marketing, Sciendo, vol. 13(1), pages 748-760, March.
    8. H. Bodur & Ting Gao & Bianca Grohmann, 2014. "The Ethical Attribute Stigma: Understanding When Ethical Attributes Improve Consumer Responses to Product Evaluations," Journal of Business Ethics, Springer, vol. 122(1), pages 167-177, June.
    9. Rabbanee, Fazlul K. & Roy, Rajat & Sharma, Piyush, 2022. "Contextual differences in the moderating effects of price consciousness and social desirability in pay-what-you-want (PWYW) pricing," Journal of Business Research, Elsevier, vol. 141(C), pages 13-25.
    10. Rizzi, Francesco & Gigliotti, Marina & Runfola, Andrea & Ferrucci, Luca, 2022. "Don't miss the boat when consumers are in-store! Exploring the use of point-of-purchase displays to promote green and non-green products," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    11. Laure Ambroise & Jean-Marie Brignier & Clarinda Mathews, 2010. "Les motivations cachées des consommateurs de marques d'enseigne : et si on parlait d'autre chose que du rapport qualité-prix ?," Post-Print halshs-00649521, HAL.
    12. Elisa Montaguti & Scott A. Neslin & Sara Valentini, 2016. "Can Marketing Campaigns Induce Multichannel Buying and More Profitable Customers? A Field Experiment," Marketing Science, INFORMS, vol. 35(2), pages 201-217, March.
    13. Yoojung Kim & Sejung Marina Choi, 2022. "When Bad Becomes Good: The Role of Congruence and Product Type in the CSR Initiatives of Stigmatized Industries," Sustainability, MDPI, vol. 14(13), pages 1-16, July.
    14. Goic, Marcel & Rojas, Andrea & Saavedra, Ignacio, 2021. "The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments," Journal of Interactive Marketing, Elsevier, vol. 55(C), pages 118-145.
    15. Kondo, Fumiyo N. & Okubo, Taishi, 2022. "Understanding multi-channel consumer behavior: A comparison between segmentations of multi-channel purchases by product category and overall products," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    16. Haans, Hans & Gijsbrechts, Els, 2011. "“One-deal-fits-all?” On Category Sales Promotion Effectiveness in Smaller versus Larger Supermarkets," Journal of Retailing, Elsevier, vol. 87(4), pages 427-443.
    17. Koen Pauwels & Shuba Srinivasan & Philip Hans Franses, 2007. "When Do Price Thresholds Matter in Retail Categories?," Marketing Science, INFORMS, vol. 26(1), pages 83-100, 01-02.
    18. Su, Yiqiang & Geunes, Joseph, 2012. "Price promotions, operations cost, and profit in a two-stage supply chain," Omega, Elsevier, vol. 40(6), pages 891-905.
    19. Souiden, Nizar & Chaouali, Walid & Baccouche, Mona, 2019. "Consumers’ attitude and adoption of location-based coupons: The case of the retail fast food sector," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 116-132.
    20. Stephanie Schwipper & Severine Peche & Gertrud Schmitz, 2020. "Mobile Location-Based Services’ Value-in-Use in Inner Cities: Do a Customer’s Shopping Patterns, Prior User Experience, and Sales Promotions Matter?," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 72(4), pages 511-564, October.
    21. Raghubir, Priya & Celly, Kirti Sawhney, 2011. "Promoting promotions: Does showcasing free gifts backfire?," Journal of Business Research, Elsevier, vol. 64(1), pages 55-58, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:padigm:v:24:y:2020:i:2:p:195-207. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.