Responses to Consumer Sales Promotions: Consumer Self-Regulation as a Moderator

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Responses to Consumer Sales Promotions: Consumer Self-Regulation as a Moderator

Author : Nijo Varghese and Kemthose P. Paul
Volume 8 No.1 Special Issue:February 2019 pp 42-45

Abstract

This conceptual paper talks about the different consumer sales promotion tools and its effect on the various consumer responses. The study points out the positive relationship between consumer sales promotions and consumer responses. Apart from that, the study focuses on the moderating influence of the consumer self-regulation on the relationship between consumer sales promotions and consumer responses. This paper explains how consumer sales promotions create varying relationship with consumer responses based on the self-regulating trait of the consumer. The review of the research includes classification of consumer sales promotions into monetary and non-monetary tools and also the responses such as purchase acceleration, approach/avoidance behaviours, repurchase intention and WOM intention.

Keywords

Consumer Sales Promotions, Consumer Self-Regulation, Consumer Responses

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