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Publication Type : Journal Article
Publisher : Scopus
Source : Journal of Promotion Management 22(1), 71-88 (Scopus)
Campus : Coimbatore
School : School of Business
Year : 2016
Abstract : This study examines the effectiveness of the determinants that influence consumers' intention to purchase products under volume discount scheme (VDS). In addition, the moderating role of age is tested. A pilot study of 259 consumers was performed to conceptualize the underlying constructs and identify questionnaire items through employing exploratory data analysis. This was followed by a comprehensive survey of 583 Malaysian consumers. Data were analysed using partial least squares technique. The results indicate that brand image, store image, message framing, product characteristics, scheme characteristics, and subjective norms are crucial factors for the successful implementation of VDS. There is a wide gap noted between young and mature consumers in terms of the factors that influence on their purchasing behavior under VDS. The results help retailers to promote products under VDS in an effective way.
Cite this Research Publication : Mohammad Iranmanesh, K. Jayaraman (2016). Promoting products through Volume discount sales promotion: Evidence from Malaysia. Journal of Promotion Management 22(1), 71-88 (Scopus).