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http://dx.doi.org/10.17703/IJACT.2021.9.3.106

Consumer Evaluation of Multiple Sales Promotion: The Moderating Role of Saving Orientation  

Kim, Moon-Yong (College of Business, Hankuk Univ. of Foreign Studies)
Publication Information
International Journal of Advanced Culture Technology / v.9, no.3, 2021 , pp. 106-111 More about this Journal
Abstract
Multiple sales promotions for one product can be simultaneously offered. For instance, marketers can offer a premium along with a price discount. In the present research, we primarily focus on offers containing both a bonus pack and a price discount. In particular, this research examines whether consumer evaluations of offers containing both a bonus pack and a price discount (i.e., BP + PD offers) vary according to consumers' saving orientation. Specifically, we predict that for consumers with strong (vs. weak) saving orientation, offers containing the high PD but low extra amount of BP will be more favorably evaluated than offers with a high extra amount of BP but low PD. A series of two experimental results show that consumers' saving orientation moderates their evaluations of BP and PD offers, which supports the prediction. The findings imply that marketers can evoke more positive consumer responses to BP and PD offers, considering individual differences such as saving orientation.
Keywords
Multiple Sales Promotion; Bonus Pack; Price Discount; Saving Orientation; Evaluation;
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