Research Article
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Year 2024, Volume: 24 Issue: 2, 199 - 220, 25.05.2024
https://doi.org/10.21121/eab.1296003

Abstract

References

  • Ailawadi K.L., Neslin A.A. & Gedenk K., (2001). Pursuing the value conscious consumer: store brands versus national brand promotion. Journal of Marketing, 65 (1), 71-89.
  • Arnold, M. J., & Reynolds, K. E. (2009). Affect and retail shopping behavior: Understanding the role of mood regulation and regulatory focus. Journal of Retailing, 85(3), 308-320.
  • Bakewell, C., & Mitchell, V. W. (2003). Generation Y female consumer decision-making styles. International Journal of Retail and Distribution Management, 31(2), 95-106.
  • Bartholomew, D., & Knott, M. (1999). Latent Variable Models and Factor Analysis. 2nd edition. London: Arnold.
  • Bridges, E., Briesch, R., & Yin, C. K. (2006). Effects of prior brand usage and promotion on consumer promotional response. Journal of Retailing, 82(4), 295-307.
  • Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65-81.
  • Chernev, A. (2004). Goal-attribute compatibility in consumer choice. Journal of Consumer Psychology, 14(1), 141-150.
  • Childers, T. L., Carr, C. L., Peck, J., & Carsond, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77, 511-535.
  • Crowe, E. & Higgins, E. T. (1997). Regulatory focus and strategic ınclinations: promotion and prevention in decision-making. Organizational Behavior and Human Decision Processes, 69(2), 117-132.
  • Dias, J.G., & Vermunt, J.K. (2007). Latent classmodeling of website users’ search patterns: implications for online market segmentation. J Retail Consum Serv 14, 359-368.
  • Foerster, J., Higgins, E. T. & Idson, L. C. (1998). Approach and avoidance strength during goal attainment: regulatory focus and the “goal looms larger” effect. Journal of Personality and Social Psychology, 75(5), 1115-1131.
  • Gedenk, K., Neslin, S. A. & K. L. Ailawadi (2006). “Sales promotion” in retailing in the 21st Century. Manfred Krafft and Murali K. Mantrala (Eds), Berlin: Springer.
  • Güngör Culha, D., Korkmaz, M. (2011). Örtük sınıf analizi ile bir örnek uygulama. Eğitimde ve Psikolojide Ölçme Değerlendirme Dergisi, 2(2), 191-199.
  • Hawkes, C., (2009). “Sales promotions and food consumption,” Nutrition Reviews, 67(6), 333-342.
  • Herzenstein, M., Posavac, S., & Brakus, J. (2007). Adoption of new and really new products: The effects of self-regulation systems and risk salience. Journal of Marketing Research, 44(2), 251-260.
  • Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280-1300.
  • Higgins, E. T., Friedman, R. S., Harlow, R. E., Idson, L. C., Ayduk, O. N., & Taylor, A. (2001). Achievement orientations from subjective histories of success: Promotion pride versus prevention pride. European Journal of Social Psychology, 31(1), 3-23.
  • Jaradat, A.S., Jaradat, M., & Yassine, L.A. (2011). Promotion objectives, strategies and tools. Journal of Contemporary Research in Business, 3(2), 1682-1694.
  • Kale, D., (2018). The impact of utilitarian and hedonic value on online shopping behavior (unpublished). International Conference on Digital Innovation: Meeting the Business Challenges, 263-270.
  • Kim, S. & Kim, J., (2016). The influence of hedonic versus utilitarian consumption goals on the compromise effect. Marketing Letters, 27(2), 387-401.
  • Kirmani, A., & Zhu, R. (2007). Vigilant against manipulation: The effect of regulatory focus on the use of persuasion knowledge. Journal of Marketing Research, 44(4), 688-701.
  • Kotler, P. & Armstrong, G., (2012). Principles of Marketing (14th ed.). United States: Pearson Prentice Hall.
  • Kotler, P. & Keller, K. L. (2018). Pazarlama Yönetimi. (Çev. İbrahim Kırcova), Beta Yayıncılık.
  • Krishnan, M. & Bhandare, U. (2010). Retail advertising and promotional strategies in growing consumer market. Abhinav Journal of Research in Commerce & Management, 1(1), 40-49.
  • Kwok, S. & Uncles, M. (2015). Sales Promotion Effectiveness: the impact of consumer differences at an ethnic-group level. Journal of Product & Brand Management, 170-186.
  • Lanza, S. T., Flaherty, B. P., & Collins, L. M. (2003). Latent class and latent transition analysis. J. A. Schinka, W. F. Velicer & I. B. Weiner (Ed.), Handbook of psychology: Research methods in psychology Vol.2 Hoboken, New Jersey: John Wiley & Sons.
  • Lindholm, O. (2008). The influence of sales promotion on consumer behavior in financial services. Department Of Marketing And Management, Master’s Thesis, Helsinki School Of Economics.
  • Lazarsfeld, P.F., & Henry, N.W. (1968). Latent Structure Analysis. Houghton Mifflin, Boston.
  • Lee, H., Liu, S., & Cheng, Y. (2018). Positive or negative? The influence of message framing, regulatory focus, and product type. International Journal Of Communication,12, 789-805.
  • Li, S., Sun, Y., & Wang, Y. (2007). 50% off or Buy one get one free? frame preference as a function of consumable nature in dairy products. The Journal of social psychology, 147, 413-421.
  • Lin, T. H., & Dayton, C. M. (1997). Model selection information criteria for non-nested latent class models. Journal of Educational and Behavioral Statistics, 22(3), 249-264.
  • Mano, H. & Oliver, R.L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feling, and satisfaction. Journal of Consumer Research, 20(3), 451-466.
  • Meo, A., Abbas, M., Sajjad, M., Rizwan, M., Bukhari, S., & Hameed, M. (2014). The impact of promotional tools on sales promotion. Journal of Public Administration and Governance, 4(2), 202-216.
  • Osman, S., B. C. Yin-Fah, & Y. S. Foon (2011). Simulation of sales promotions towards buying behavior among university students. International Journal of Marketing Studies, 3(3), 78- 88.
  • Pham, M. T. & Chang H. H. (2008). Regulatory focus and regulatory fit in consumer search and consideration of alternatives. Advances in Consumer Research, 35, 229-232.
  • Pham, M. T. & Higgins E. T. (2005). Promotion and prevention in consumer decision-making: State of the art and theoretical propositions, in Inside Consumption: Frontiers of Research on Consumer Motives, Goals, and Desires, S. Ratneshwar and David Glen Mick (ed.), London, UK: Routledge,
  • Ramanathan, S. & Dhar, S. K. (2010). The effect of sales promotions on the size and composition of the shopping basket: Regulatory compatibility from framing and temporal restrictions. Journal of Marketing Research, 47(3), 542-552.
  • Renwarin, J. (2019). The evaluation of sales promotion in Jakarta. Retail Business, Jurnal Manajemen, 23, 191-206.
  • Rindskopf, D. (2002). The use of latent class analysis in medical diagnosis. Proceedings of the Annual Meeting of the American Statistical Association.
  • Roy, R, & Ng, S. (2012). Regulatory focus and preference reversal between hedonic and utilitarian consumption, Journal of consumer behaviour, 11(1), 81-88.
  • Santini, F. O., Sampaio, C. H., Perin, M. G., & Vieira, V. A. (2015). An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness. Revista de Administração (São Paulo), 50(4).
  • Schindler, R. M. (1992). A coupon is more than a low price: Evidence from a shopping simulation study. Psychology & Marketing, 9(6), 431-451.
  • Shao, B., Chang, L., & Zhang, L. (2013). The effect of online return shipping insurance and regulatory focus on consumer behavior. Proceedings of 23rd International Business Research Conference.
  • Skrondal, A., & Rabe-Hesketh, S. (2004). Generalized Latent Variable Modeling: Multilevel, Longitudinal and Structural Equation Models. Boca Raton, FL: Chapman & Hall.
  • Tekle, F. B., Gudicha, D.W. & Vermunt, J.K. (2016). Power analysis for the bootstrap likelihood ratio test for the number of classes in latent class models. Adv Data Anal Classif, 10, 209-224.
  • TUİK, 2019. Hane halkı tüketici dağılımları, http://www.tuik.gov.tr/UstMenu.do?metod=temelist (Erişim: 01.01.2020).
  • Ubeja, S. (2014). Study of sales promotion mix on customer satisfaction with reference to shopping malls in Indore. Global Journal of Finance and Management, 6(3), 245-252.
  • Vermunt, J. K. & Magidson, J. (2013). LG-Syntax User’s Guide: Manual for Latent GOLD 5.0 Syntax Module. Belmont, MA: Statistical Innovations Inc.
  • Zenor, M. J, & Srivastava, R.K. (1993). Inferring market structure with aggregate data: a latent segment logit approach. J Mark Res 25, 369-379.
  • Zhu, P., Miao, C., Wang, Z. & Li, X. (2023) Informational cascade, regulatory focus and purchase intention in online flash shopping, Electronic Commerce Research and Applications, 62, https://doi.org/10.1016/j.elerap.2023.101343.

Determining Consumer Perceptions of Sales Promotion Tools by Latent Class Analysis

Year 2024, Volume: 24 Issue: 2, 199 - 220, 25.05.2024
https://doi.org/10.21121/eab.1296003

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.

References

  • Ailawadi K.L., Neslin A.A. & Gedenk K., (2001). Pursuing the value conscious consumer: store brands versus national brand promotion. Journal of Marketing, 65 (1), 71-89.
  • Arnold, M. J., & Reynolds, K. E. (2009). Affect and retail shopping behavior: Understanding the role of mood regulation and regulatory focus. Journal of Retailing, 85(3), 308-320.
  • Bakewell, C., & Mitchell, V. W. (2003). Generation Y female consumer decision-making styles. International Journal of Retail and Distribution Management, 31(2), 95-106.
  • Bartholomew, D., & Knott, M. (1999). Latent Variable Models and Factor Analysis. 2nd edition. London: Arnold.
  • Bridges, E., Briesch, R., & Yin, C. K. (2006). Effects of prior brand usage and promotion on consumer promotional response. Journal of Retailing, 82(4), 295-307.
  • Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65-81.
  • Chernev, A. (2004). Goal-attribute compatibility in consumer choice. Journal of Consumer Psychology, 14(1), 141-150.
  • Childers, T. L., Carr, C. L., Peck, J., & Carsond, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77, 511-535.
  • Crowe, E. & Higgins, E. T. (1997). Regulatory focus and strategic ınclinations: promotion and prevention in decision-making. Organizational Behavior and Human Decision Processes, 69(2), 117-132.
  • Dias, J.G., & Vermunt, J.K. (2007). Latent classmodeling of website users’ search patterns: implications for online market segmentation. J Retail Consum Serv 14, 359-368.
  • Foerster, J., Higgins, E. T. & Idson, L. C. (1998). Approach and avoidance strength during goal attainment: regulatory focus and the “goal looms larger” effect. Journal of Personality and Social Psychology, 75(5), 1115-1131.
  • Gedenk, K., Neslin, S. A. & K. L. Ailawadi (2006). “Sales promotion” in retailing in the 21st Century. Manfred Krafft and Murali K. Mantrala (Eds), Berlin: Springer.
  • Güngör Culha, D., Korkmaz, M. (2011). Örtük sınıf analizi ile bir örnek uygulama. Eğitimde ve Psikolojide Ölçme Değerlendirme Dergisi, 2(2), 191-199.
  • Hawkes, C., (2009). “Sales promotions and food consumption,” Nutrition Reviews, 67(6), 333-342.
  • Herzenstein, M., Posavac, S., & Brakus, J. (2007). Adoption of new and really new products: The effects of self-regulation systems and risk salience. Journal of Marketing Research, 44(2), 251-260.
  • Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280-1300.
  • Higgins, E. T., Friedman, R. S., Harlow, R. E., Idson, L. C., Ayduk, O. N., & Taylor, A. (2001). Achievement orientations from subjective histories of success: Promotion pride versus prevention pride. European Journal of Social Psychology, 31(1), 3-23.
  • Jaradat, A.S., Jaradat, M., & Yassine, L.A. (2011). Promotion objectives, strategies and tools. Journal of Contemporary Research in Business, 3(2), 1682-1694.
  • Kale, D., (2018). The impact of utilitarian and hedonic value on online shopping behavior (unpublished). International Conference on Digital Innovation: Meeting the Business Challenges, 263-270.
  • Kim, S. & Kim, J., (2016). The influence of hedonic versus utilitarian consumption goals on the compromise effect. Marketing Letters, 27(2), 387-401.
  • Kirmani, A., & Zhu, R. (2007). Vigilant against manipulation: The effect of regulatory focus on the use of persuasion knowledge. Journal of Marketing Research, 44(4), 688-701.
  • Kotler, P. & Armstrong, G., (2012). Principles of Marketing (14th ed.). United States: Pearson Prentice Hall.
  • Kotler, P. & Keller, K. L. (2018). Pazarlama Yönetimi. (Çev. İbrahim Kırcova), Beta Yayıncılık.
  • Krishnan, M. & Bhandare, U. (2010). Retail advertising and promotional strategies in growing consumer market. Abhinav Journal of Research in Commerce & Management, 1(1), 40-49.
  • Kwok, S. & Uncles, M. (2015). Sales Promotion Effectiveness: the impact of consumer differences at an ethnic-group level. Journal of Product & Brand Management, 170-186.
  • Lanza, S. T., Flaherty, B. P., & Collins, L. M. (2003). Latent class and latent transition analysis. J. A. Schinka, W. F. Velicer & I. B. Weiner (Ed.), Handbook of psychology: Research methods in psychology Vol.2 Hoboken, New Jersey: John Wiley & Sons.
  • Lindholm, O. (2008). The influence of sales promotion on consumer behavior in financial services. Department Of Marketing And Management, Master’s Thesis, Helsinki School Of Economics.
  • Lazarsfeld, P.F., & Henry, N.W. (1968). Latent Structure Analysis. Houghton Mifflin, Boston.
  • Lee, H., Liu, S., & Cheng, Y. (2018). Positive or negative? The influence of message framing, regulatory focus, and product type. International Journal Of Communication,12, 789-805.
  • Li, S., Sun, Y., & Wang, Y. (2007). 50% off or Buy one get one free? frame preference as a function of consumable nature in dairy products. The Journal of social psychology, 147, 413-421.
  • Lin, T. H., & Dayton, C. M. (1997). Model selection information criteria for non-nested latent class models. Journal of Educational and Behavioral Statistics, 22(3), 249-264.
  • Mano, H. & Oliver, R.L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feling, and satisfaction. Journal of Consumer Research, 20(3), 451-466.
  • Meo, A., Abbas, M., Sajjad, M., Rizwan, M., Bukhari, S., & Hameed, M. (2014). The impact of promotional tools on sales promotion. Journal of Public Administration and Governance, 4(2), 202-216.
  • Osman, S., B. C. Yin-Fah, & Y. S. Foon (2011). Simulation of sales promotions towards buying behavior among university students. International Journal of Marketing Studies, 3(3), 78- 88.
  • Pham, M. T. & Chang H. H. (2008). Regulatory focus and regulatory fit in consumer search and consideration of alternatives. Advances in Consumer Research, 35, 229-232.
  • Pham, M. T. & Higgins E. T. (2005). Promotion and prevention in consumer decision-making: State of the art and theoretical propositions, in Inside Consumption: Frontiers of Research on Consumer Motives, Goals, and Desires, S. Ratneshwar and David Glen Mick (ed.), London, UK: Routledge,
  • Ramanathan, S. & Dhar, S. K. (2010). The effect of sales promotions on the size and composition of the shopping basket: Regulatory compatibility from framing and temporal restrictions. Journal of Marketing Research, 47(3), 542-552.
  • Renwarin, J. (2019). The evaluation of sales promotion in Jakarta. Retail Business, Jurnal Manajemen, 23, 191-206.
  • Rindskopf, D. (2002). The use of latent class analysis in medical diagnosis. Proceedings of the Annual Meeting of the American Statistical Association.
  • Roy, R, & Ng, S. (2012). Regulatory focus and preference reversal between hedonic and utilitarian consumption, Journal of consumer behaviour, 11(1), 81-88.
  • Santini, F. O., Sampaio, C. H., Perin, M. G., & Vieira, V. A. (2015). An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness. Revista de Administração (São Paulo), 50(4).
  • Schindler, R. M. (1992). A coupon is more than a low price: Evidence from a shopping simulation study. Psychology & Marketing, 9(6), 431-451.
  • Shao, B., Chang, L., & Zhang, L. (2013). The effect of online return shipping insurance and regulatory focus on consumer behavior. Proceedings of 23rd International Business Research Conference.
  • Skrondal, A., & Rabe-Hesketh, S. (2004). Generalized Latent Variable Modeling: Multilevel, Longitudinal and Structural Equation Models. Boca Raton, FL: Chapman & Hall.
  • Tekle, F. B., Gudicha, D.W. & Vermunt, J.K. (2016). Power analysis for the bootstrap likelihood ratio test for the number of classes in latent class models. Adv Data Anal Classif, 10, 209-224.
  • TUİK, 2019. Hane halkı tüketici dağılımları, http://www.tuik.gov.tr/UstMenu.do?metod=temelist (Erişim: 01.01.2020).
  • Ubeja, S. (2014). Study of sales promotion mix on customer satisfaction with reference to shopping malls in Indore. Global Journal of Finance and Management, 6(3), 245-252.
  • Vermunt, J. K. & Magidson, J. (2013). LG-Syntax User’s Guide: Manual for Latent GOLD 5.0 Syntax Module. Belmont, MA: Statistical Innovations Inc.
  • Zenor, M. J, & Srivastava, R.K. (1993). Inferring market structure with aggregate data: a latent segment logit approach. J Mark Res 25, 369-379.
  • Zhu, P., Miao, C., Wang, Z. & Li, X. (2023) Informational cascade, regulatory focus and purchase intention in online flash shopping, Electronic Commerce Research and Applications, 62, https://doi.org/10.1016/j.elerap.2023.101343.
There are 50 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Research Article
Authors

Mutlu Yüksel Avcılar 0000-0001-5621-2377

Ahmet Acem 0000-0003-4554-0951

Early Pub Date May 23, 2024
Publication Date May 25, 2024
Acceptance Date January 16, 2024
Published in Issue Year 2024 Volume: 24 Issue: 2

Cite

APA Avcılar, M. Y., & Acem, A. (2024). Determining Consumer Perceptions of Sales Promotion Tools by Latent Class Analysis. Ege Academic Review, 24(2), 199-220. https://doi.org/10.21121/eab.1296003
AMA Avcılar MY, Acem A. Determining Consumer Perceptions of Sales Promotion Tools by Latent Class Analysis. ear. May 2024;24(2):199-220. doi:10.21121/eab.1296003
Chicago Avcılar, Mutlu Yüksel, and Ahmet Acem. “Determining Consumer Perceptions of Sales Promotion Tools by Latent Class Analysis”. Ege Academic Review 24, no. 2 (May 2024): 199-220. https://doi.org/10.21121/eab.1296003.
EndNote Avcılar MY, Acem A (May 1, 2024) Determining Consumer Perceptions of Sales Promotion Tools by Latent Class Analysis. Ege Academic Review 24 2 199–220.
IEEE M. Y. Avcılar and A. Acem, “Determining Consumer Perceptions of Sales Promotion Tools by Latent Class Analysis”, ear, vol. 24, no. 2, pp. 199–220, 2024, doi: 10.21121/eab.1296003.
ISNAD Avcılar, Mutlu Yüksel - Acem, Ahmet. “Determining Consumer Perceptions of Sales Promotion Tools by Latent Class Analysis”. Ege Academic Review 24/2 (May 2024), 199-220. https://doi.org/10.21121/eab.1296003.
JAMA Avcılar MY, Acem A. Determining Consumer Perceptions of Sales Promotion Tools by Latent Class Analysis. ear. 2024;24:199–220.
MLA Avcılar, Mutlu Yüksel and Ahmet Acem. “Determining Consumer Perceptions of Sales Promotion Tools by Latent Class Analysis”. Ege Academic Review, vol. 24, no. 2, 2024, pp. 199-20, doi:10.21121/eab.1296003.
Vancouver Avcılar MY, Acem A. Determining Consumer Perceptions of Sales Promotion Tools by Latent Class Analysis. ear. 2024;24(2):199-220.