From Discounts to Delight: How Shopping Value Shapes Store Choice Behaviour in Response to Monetary Promotions
Creators
- 1. School of Management, IMS Unison University, Dehradun, India
- 2. Centre for Continuing Education, UPES, Dehradun, India
Description
Abstract: Retail promotions are ubiquitous in modern markets. Retailers offer financial benefits to consumers in the form of price promotion and get their attention. Price promotions represent cost savings because they provide either a price discount or an additional quantity of the product. This study aims to evaluate the impact of monetary promotion on store choice behaviour with the mediating role of shopping value. Data were collected from shopping malls present in Chhattisgarh by administering a structured questionnaire using the mall intercept technique. A non-probability convenience sampling technique was used. Findings suggested that monetary promotion significantly and positively influences the store choice behaviour of shoppers, and shopping values, i.e., hedonic, and utilitarian values, partially mediate the relationship between monetary promotion and store choice behaviour of shoppers. Implications for Indian retail managers were drawn from the findings, and future study directions were also offered.
Keywords: Monetary promotion, Store choice behaviour, Hedonic value, Utilitarian value
JEL Classification Number: L80, L81
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