Determining Consumer Perceptions of Sales Promotion Tools by Latent Class Analysis

Abstract

It is argued that promotion-focused consumers are inclined to products with emphasis on hedonic benefit, while prevention-focused consumers are oriented towards products with emphasis on utilitarian benefit. According to the Regulatory Focus Theory, some people need to approach situations with positive consequences, while others prefer to avoid situations with negative consequences. Sales promotion tools provide a number of hedonic and utilitarian benefits in addition to monetary savings through some motivations according to the promotion and prevention focus of individuals. The aim of this study is to tendencies of individuals to the products they buy with sales promotion tools were tried to be determined by the latent class analysis. The data required for the analysis were obtained by face-to-face survey method with 1006 consumers who voluntarily participated in the research with convenience sampling. According to the results of the analysis, it has been understood that there are 3 classes sensitive to price discount sales promotion tools in cleaning products, while there are 4 classes that are sensitive to buy-one-get-one-free sales promotion tools. It has been understood that there are 3 classes sensitive to price discount sales promotion tools in cosmetic products, while there are 3 classes sensitive to buy-one-get-one-free sales promotion tools.

Keywords

• Regulatory focus
• Latent Class Analysis
• Hedonic Value
• Utilitarian Value

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