The Effects of Consumer Perception of Volume Discount Benefits on Impulsive Buying Behavior
Keywords:
Perceived savings, perceived quality, perceived convenience, perceived self-expression, volume discount schemes, consumers' purchase intentionsAbstract
This cross-sectional study investigates the effectiveness of the factors that affects the intentions of the consumers buying products under volume discount schemes (VDS). The paper investigates the magnitude of perceived savings, perceived quality, self-expression value motivation, and perceived convenience in relation to the buying intentions of the consumers. Using unrestricted non-probability (convenience) sampling technique total 250 target audience were included in this study. Through deductive approach by employing quantitative methods regression test was run to test the research hypotheses. Findings confirmed that perceived savings has a significant impact on purchase intentions. Moreover, perceived self-expression has statistically significant impact on purchase intentions of the buyers. Interesting, the test results confirmed that perceived quality and perceived convenience have no significant impact on purchase intentions of the consumers.
References
Abdullah, M., Zailani, S., Iranmanesh, M., & Jayaraman, K. (2016). Barriers to green innovation initiatives among manufacturers: the Malaysian case. Review of Managerial Science, 10(4), 683-709.
Abril, C., Sanchez, J., &García-Madariaga, J. (2015). The effect of product innovation, promotion, and price on consumer switching to private labels. Journal of Marketing Channels, 22(3), 192-201.
Agarwal, S., &Aggrawal, A. (2012). A Critical Analysis of Impact of Pricing on Consumer Buying Behaviour in Apparel Retail Sector: A Study of Mumbai City. International Journal of Multidisciplinary Educational Research, 1(1), 34-44.
Akaichi, F., Nayga Jr, R. M., & Gil, J. M. (2015). Effect of price‐discount distribution in multi‐unit price promotions on consumers’ willingness to pay, sales value, and retailers’ revenue. Agribusiness, 31(1), 14-32.
Banerjee, S. (2009). Effect of product category on promotional choice: comparative study of discounts and freebies. Management Research News, 32(2), 120-131.
Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated marketing communications perspective. The McGraw− Hill.
Belch, G.E. and Belch, M.A. (2007), Advertising and Promotion: An Integrated Marketing Communication. Perspective, McGraw-Hill, New York, NY.
Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. Journal of marketing, 66(3), 1-17.
Blattberg, R. C., & Neslin, S. A. (1993). Sales promotion models. Handbooks in Operations Research and Management Science, 5, 553-609.
Blattberg, R. C., & Wisniewski, K. J. (1989). Price-induced patterns of competition. Marketing science, 8(4), 291-309.
Blattberg,Robert C., & Scott, A. N. (1990). Sales Promotion: Concepts, Methods and Strategies, Englewood Cliffs. New Jersey: Prentice Hall.
Bluschke, N. (2011). Factors Influencing Consumers' Intention to Purchase Clothing Online. GRIN Verlag.
Buil, I., De Chernatony, L., & Montaner, T. (2013). Factors influencing consumer evaluations of gift promotions. European Journal of Marketing, 47(3/4), 574-595.
Carlson, J. P., Weathers, D., & Swain, S. D. (2016). Consumer responses to bonus pack and product enlargement claims. Journal of Marketing Theory and Practice, 24(1), 59-71.
Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of marketing, 64(4), 65-81.
Chandran, S., &Morwitz, V. G. (2006). The price of “free”-dom: Consumer sensitivity to promotions with negative contextual influences. Journal of Consumer Research, 33(3), 384-392.
Chen, S. F. S., Monroe, K. B., & Lou, Y. C. (1998). The effects of framing price promotion messages on consumers' perceptions and purchase intentions. Journal of retailing, 74(3), 353-372.
Choi, S., Friske, W., Lee, S., & Wilcox, J. (2014). The effects of price promotion depth on new and mature products. Journal of Brand Management, 21(3), 202-215.
Coulter, K. S., & Roggeveen, A. (2012). Deal or no deal? Journal of Research in Interactive Marketing.
Cuizon, G. (2009). The measurable effects of sales promotions in strategic business planning. Retrieved June, 27, 2015.
Cummins, J., & Mullin, R. (2010). Sales promotion: How to create, implement and integrate campaigns that really work. Kogan Page Publishers.
d’Astous, A., & Jacob, I. (2002). Understanding consumer reactions to premium-based promotional offers. European Journal of Marketing, 36(11/12), 1270-1286.
Darke, P. R., & Chung, C. M. (2005). Effects of pricing and promotion on consumer perceptions: it depends on how you frame it. Journal of Retailing, 81(1), 35-47.
DelVecchio, D., Henard, D. H., &Freling, T. H. (2006). The effect of sales promotion on post-promotion brand preference: A meta-analysis. Journal of retailing, 82(3), 203-213.
Faizan, R., & Haque, A.U. (2019). Working Efficiency of Contrasting Genders under Eustress, Distress, Hyper-Stress, and Hypo-Stress, Prabandhan: Indian Journal of Management, 12(11), 32-46.
Faizan, R., and Haque, A.U. (2016). The Relationship between Societal attributes, Feminine Leadership & Management Style: Responses from Pakistan's Urban Region Female-Owned Businesses. European Journal of Business and Management, 8(23), 171-191.
Faizan, R., and Haque, A. U. (2015). Bullwhip effect phenomenon and mitigation in logistic firm's supply chain: Adaptive approach by Transborder Agency, Canada. International Journal of Supply Chain Management, 4(4), 43-51.
Faizan, R., Haque, A.U., Cockrill, A., and Aston, J. (2019). Females at Strategic Level affecting Logistics Firms' Competitiveness: Qualitative Comparative Analysis, Forum Scientiae Oeconomia, 7(1), 57-71.
Faizan, R., Nair, S.L.S., and Haque, A.U. (2018). The Effectiveness of Feminine and Masculine Leadership Styles in Relation to Contrasting Genders' Performances, Polish Journal of Management Studies, 17(1), 78-91.
Farrag, D. (2010). Behavioral Responses to Sales Promotion A study of Muslim consumers in Egypt. In International Conference on Islamic marketing and branding: Exploring issues and challenges., Kuala Lumpur.
Gamliel, E., &Herstein, R. (2012). Effects of message framing and involvement on price deal effectiveness. European journal of marketing, 46(9), 1215-1232.
Garretson, J. A., Fisher, D., & Burton, S. (2002). Antecedents of private label attitude and national brand promotion attitude: similarities and differences. Journal of Retailing, 78(2), 91-99.
Gendall, P., Hoek, J., Pope, T., & Young, K. (2006). Message framing effects on price discounting. Journal of Product & Brand Management, 15(7), 458-465.
Gilbert, D. C., & Jackaria, N. (2002). The efficacy of sales promotions in UK supermarkets: a consumer view. International Journal of Retail & Distribution Management, 30(6), 315-322.
Gilbert, D. C., &Jackaria, N. (2002). The efficacy of sales promotions in UK supermarkets: a consumer view. International Journal of Retail & Distribution Management, 30(6), 315-322.
Gusakov, A., Haque, A.U., & Jogia, A.V. (2020). Mechanisms to Support Open Innovation in Smart Tourism Destinations: Managerial Perspective and Implications, Polish Journal of Management Studies, 21(2), 142-161.
Haque, A.U., and Aston, J. (2016). A Relationship between Occupational Stress and Organizational Commitment of I.T Sector's Employees in Contrasting Economies. Polish Journal of Management Studies, 14(1), 95-105.
Haque, A.U., Aston, J., and Kozlovski, E. (2018). The impact of stressors on organisational commitment of managerial and non-managerial personnel in contrasting economies: Evidences from Canada and Pakistan, International Journal of Business, 23(2),152-168.
Haque, A.U., Aydin, E., and Uysal, E. (2017), A Comparison of Effectiveness of Global Leaders and Domestic Leaders in Electronic Retail Industry, Global Journal of Management and Business Research (G), 17(3), version 1, 11-20.
Haque, A.U., Faizan, R., and Cockrill, A. (2017). The relationship between female representation at strategic level and firm's competitiveness: evidences from cargo logistic firms of Pakistan and Canada, Polish Journal of Management Studies, 15(2), 69-81.
Haque, A.U., Aston, J., and Kozlovski, E. (2016). Do causes and consequences of stress affect genders differently at operational level? Comparison of the IT sectors in the UK and Pakistan. International Journal of Applied Business, 1(1), 1-7.
Haque, A.U., Kot, S., and Imran, M. (2019). The moderating role of environmental disaster in relation to microfinance's non-financial services and women's micro-enterprise sustainability, Journal of Security and Sustainability Issues, 8(3), 355-373.
Haque, A.U., Aston, J., Kozlovski, E., & Caha, Z. (2020). Role of External CSR and Social Support Programme for Sustaining Human Capital in Contrasting Economies, Polish Journal of Management Studies, 22(1), 147-168.
Haque, A.U., Faizan, R., Zehra, N., Baloch, A., Nada, V., and Riaz, F. (2015). Leading Leadership Style to motivate cultural oriented female employees in developing country: I.T staff responses from Pakistan. International Journal of Academic Researches in Business and Social Sciences, 5(9), 280-302.
Haque, A.U., Nair, S.L.S., & Kucukaltan, B. (2019). Management and Administrative Insight for the Universities: High Stress, Low Satisfaction and No Commitment, Polish Journal of Management Studies, 20(2), 236-255.
Haque, A.U., and Oino, I. (2019). Managerial Challenges for Software Houses related to Work, Worker and Workplace: Stress Reduction and Sustenance of Human Capital, Polish Journal of Management Studies, 19(1), 170-189.
Haque, A.U., Sher, A., & Urbański, M. (2020). Is the role of Authentic Leadership Effective in Managing Occupational Stress and Psychological Capital? Forum Scientiae Oeconomia, 8(2), 59-77.
Haque, A.U., and Yamoah, F. (2014). Gender Employment Longevity: I.T staff response to Organisational Support Programme in Pakistan. International Journal of Academic Research in Business and Social Science (IJ-ARBSS), 4(12), 324-347.
Haque, A.U., Yamoah, F., & Sroka, W. (2020). Willingness to Reduce Food Choice in Favour of Sustainable Alternatives: The Role of Government and Consumer Behaviour (chapter 3), In: W. Sroka (ed), Perspectives on Consumer Behaviour, Springer.
Hjorth-Andersen, C. (1984). The concept of quality and the efficiency of markets for consumer products. Journal of Consumer Research, 11(2), 708-718.
Hussain, N., Haque, A.U., & Baloch, A. (2019). Management Theories: The Contribution of Contemporary Management Theorists in Tackling Contemporary Management Challenges, Journal of Yasar University, 14 (SI), 156-169.
Imran, M., Jian, Z., Haque, A.U., Urbański, M., and Nair, S.L.S. (2018). Determinants of Firm’s Export Performance in China’s Automobile Industry, Sustainability, 10(11), 1-23.
Imran, M., Haque, A.U., and Rębilas, R. (2018). Performance Appraisal Politics and Employees' Performance in Distinctive Economies, Journal of Polish Management Studies, 18(2), 135-150.
Imran, M., Hameed, W.U., and Haque, A.U. (2018). Influence of Industry 4.0 on the Production and Service Sectors in Pakistan: Evidence from Textile and Logistics Industries, Social Sciences, 7(12), 246.
Iranmanesh, M., Jayaraman, K., Imrie, B. C., &Zailani, S. (2016). Promoting products through volume discount: evidence from Malaysia. Journal of Promotion Management, 22(1), 71-88.
Javed, B., Abdullah, I., Haque, A. U., and Rubab, U. (2018). Inclusive Leadership and Innovative Work Behavior: The Role of Psychological Empowerment, Journal of Management & Organization, 1, 1-8.
Javed, B., Khan, A.K., Arjoon, S., Mashkoor, M., and Haque, A.U. (2018). Openness to Experience, Ethical Leadership and Innovative Work Behavior, Journal of Creative Behavior, 1-13.
Kot, S., Haque, A.U., and Baloch, A. (2020). Supply Chain Management in SMEs: Global Perspective, Montenegrin Journal of Economics, 16(1), 87-104
Kot, S., Haque, A.U., and Kozlovski, E. (2019a). Mediating Effect of Strategic Supply Chain Management on Social and Environmental Sustainability: Evidence from SMEs of Canada, Iran and Turkey, International Journal of Supply Chain Management, 8(6), 105-117.
Kot, S., Haque, A.U., and Kozlovski, E. (2019b). Strategic SCM's Mediating Effect on the Sustainable Operations: Multinational Perspective, Organizacija, 52(3), 219-235.
Laroche, M., Pons, F., Zgolli, N., Cervellon, M. C., & Kim, C. (2003). A model of consumer response to two retail sales promotion techniques. Journal of Business research, 56(7), 513-522.
Li, J., Ji, H., & Jiang, L. (2013). The influence of brand perception on the perceived quality: An empirical study in china. Pakistan Journal of Statistics, 29(6).
Lowe, B., Chan Fong Yee, F., &Yeow, P. (2014). Price promotions and their effect upon reference prices. Journal of Product & Brand Management, 23(4/5), 349-361.
Nagadeepa, C., Selvi, T., & Pushpa, A. (2015). Impact of sale promotıon technıques on consumers’ impulsive buyıng behavıour towards apparels at Bangalore. Asian Journal of Management Sciences & Education, 4(1), 116-124.
Nagadeepa, C., Selvi, T., &Pushpa, A. (2015). Impact of sale promotıon technıques on consumers’ impulsive buyıng behavıour towards apparels at Bangalore. Asian Journal of Management Sciences & Education, 4(1), 116-124.
Nema, G., Nagar, D., & Shah, M. (2012). Impact of Sales Promotion Techniques on Consumer Buying Decision with Respect to Personal Care Products Among College Teachers of Indore. Arash a journal of ISMDR, 2(1), 29-35.
Nema, G., Nagar, D., & Shah, M. (2012). Impact of Sales Promotion Techniques on Consumer Buying Decision with Respect to Personal Care Products Among College Teachers of Indore. Arash a journal of ISMDR, 2(1), 29-35.
Neslin, S. A. (1990). Sales Promotion: Concepts, Methods, and Strategies. NJ: Prentice-Hall: Englewood Cliffs. and Kenneth J. Wisniewski (1989)," Price-Induced Patterns of Competition," Marketing Science, 8, 291-309.
Pacheco, B. G., & Rahman, A. (2015). Effects of sales promotion type and promotion depth on consumer perceptions: the moderating role of retailer reputation. The International Review of Retail, Distribution and Consumer Research, 25(1), 72-86.
Park, M., & Lennon, S. J. (2009). Brand name and promotion in online shopping contexts. Journal of Fashion Marketing and Management: An International Journal, 13(2), 149-160.
Rahman, M., Kamal, M.M., Aydin, E., & Haque, A.U. (2020). Impact of Industry 4.0 drivers on the performance of the service sector: comparative study of cargo logistic firms in developed and developing regions, Production Planning & Control, (Special Issue): Towards the next generation of Manufacturing: Implications of Big Data and Digitalization in the context of Industry 4.0, 1-16. DOI: 10.1080/09537287.2020.1810758
Schindler, R.M. (1992). A coupon is more than a low price: evidence from a shopping‐simulation study. Psychology & Marketing, 9(6), 431-451.
Seibert, L. J. (1997). What consumers think about bonus pack sales promotions. Marketing News, 31(4), 9.
Shamout, M. D. (2016). The impact of promotional tools on consumer buying behavior in retail market. International Journal of Business and Social Science, 7(1), 75-85.
Shamout, M. D. (2016). The impact of promotional tools on consumer buying behavior in retail market. International Journal of Business and Social Science, 7(1), 75-85.
Shampanier, K., Mazar, N. and Ariely, D. (2007), “Zero as a special price: the true value of free products”, Marketing Science, Vol. 26 No. 6, pp. 742-757.
Shi, Y. Z., Cheung, K. M., & Prendergast, G. (2005). Behavioural response to sales promotion tools: a Hong Kong study. International Journal of advertising, 24(4), 469-489.
Silverstein, M., Silverstein, M. J., & Butman, J. (2006). Treasure hunt: inside the mind of the new global consumer. Penguin.
Sinha, I., & Smith, M. F. (2000). Consumers' perceptions of promotional framing of price. Psychology & Marketing, 17(3), 257-275.
Sinha, I., & Smith, M. F. (2000). Consumers' perceptions of promotional framing of price. Psychology & Marketing, 17(3), 257-275.
Sun, B., Neslin, S. A., & Srinivasan, K. (2003). Measuring the impact of promotions on brand switching when consumers are forward looking. Journal of Marketing Research, 40(4), 389-405.
Ślusarczyk, B., & Haque, A.U. (2019). Public services for business environment: challenges for implementing Industry 4.0 in Polish and Canadian logistic enterprises. Administratie si Management Public, (33), pp. 57-76.
Ślusarczyk, B., Tvaronaviciene, M., Haque, A.U., & Olah, J. (2020). Predictors of Industry 4.0 Technologies affecting logistic enterprises' performance: International perspective from economic lens, Technological and Economic Development, 26(2), 1-21, DOI: 10.3846/tede.2020.13376.
Theotokis, A., Pramatari, K., &Tsiros, M. (2012). Effects of expiration date-based pricing on brand image perceptions. Journal of Retailing, 88(1), 72-87.
U-Hameed, Imran, M., Haque, A.U., and Ślusarczyk, B. (2019). The Moderating Role of Malaysian Government in Microcredit Organization and Quality of Women Self-Sustainability, Quality-Access to Success, 20(S1), 481-486.
Urbański, M., and Haque, A.U. (2020). Are You Environmentally Conscious Enough to Differentiate between Greenwashed and Sustainable Items? A Global Consumers Perspective, Sustainability, 12(5), 1-26.
Urbański, M., Haque, A.U., and Oino, I. (2019). The Moderating role of Risk Management in Project Planning and Project Success: Evidence from Construction Businesses of Pakistan and the UK, Engineering Management in Production and Services, 11(1), 23-35.
Yale, L., & Venkatesh, A. (1986). Toward the construct of convenience in consumer research. ACR North American Advances.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Faiza Arshad, Sania Arshad (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.