The role of sales promotions on consumer purchase intention : the mediation effect of perceived risk

• Autor(a) principal: Martins, Carolina Sofia Gonçalves
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/25535
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Sales promotions are one of the key elements of the companies’ marketing budget due to their positive impact on consumer choice and behavior, inducing their purchase intention. In Portugal, this phenomenon has been gaining extremely relevance for all retailers and has a huge penetration in all markets. This tool has become a strong habit for consumers who buy almost half of the products on promotions. The purpose of this study is to explore the relationship between sales promotions and consumer purchase intention and the potential mediating effect of perceived risk. More precisely, the study investigates the effect of two sales promotions elements’, the type of promotions (Monetary & Non-monetary promotions) and level of discount (High & Low level). Additionally, the perceived risk will be also expressed through financial perceived risk and performance perceived risk. An online survey was conducted for Portuguese population reaching 414 valid responses. The key findings of the study are that sales promotions don’t predict well perceived risk not having a significant influence on this variable, then sales promotions have a positive influence on purchase intention while perceived risk has a negative, however, both variables are not the best drivers of purchase intention. Lastly perceived risk is not a good mediator for this relationship. This study will be helpful for managers to gain insights in a way to increase the effectiveness of sales promotions and thus, generate a higher consumer purchase intention.