The Effects Of Marketing Factors On Consumers’ Intention To Purchase Products Under Volume Discount Through Perceived Benefits
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Date
2016-09
Authors
Mohammad Iranmanesh
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Abstract
Volume discount is a common type of sales promotion that has received less attention in the literature. The primary objective of this thesis is to find marketing factors influencing the intention to purchase products under volume discount. It is also of interest to determine the mediating effects of the perceived benefits on the relationship between marketing factors and intention to purchase products under volume discount. Deal proneness and household size were considered as moderators. To achieve the objectives, the literature and experts’ opinion were utilized to derive and confirm the research framework. A questionnaire survey was conducted involving 555 Malaysian consumers who had experienced in purchasing products under volume discount. Data were analyzed using partial least square by applying SmartPLS software. The marketing factors, namely, brand image, store image, and message framing have an influence on perceived savings, perceived quality, and perceived self-expression value. However, the product characteristics have a positive effect on perceived convenience and scheme characteristics have a positive effect on perceived savings. The results show that perceived savings, perceived self-expression value, and perceived convenience have positive effects on consumers’ intention to purchase under volume discount. Furthermore, the perceived benefits of VD mediate the relationships between marketing factors and consumers’ intention to purchase products under VD. Deal proneness and household size were effectively playing the role of moderators between the marketing factors and perceived benefits. The results extend the knowledge on volume discount and help retailers effectively promote products under volume discount.
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Marketing factors influencing the intention , to purchase products under volume discount.