An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness

Santini, Fernando de Oliveira; Sampaio, Cláudio Hoffmann; Perin, Marcelo Gattermann; Vieira, Valter Afonso

doi:10.5700/rausp1210

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Revista de Administração (São Paulo)

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MARKETING • Rev. Adm. (São Paulo) 50 (4) • Oct-Dec 2015 • https://doi.org/10.5700/rausp1210 copy

An analysis of the influence of discount sales promotion in consumer buying intent and the moderating effects of attractiveness

Uma análise da influência da promoção de vendas de desconto na intenção de compra do consumidor e os efeitos moderadores da atratividade

Análisis de la influencia de la promoción de ventas con descuento en la intención de compra de los consumidores y los efectos moderadores de la atractividad

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

The purpose of this paper is to analyze the influence of discount sales promotion in the purchase intention and the moderating effects of attractiveness in the relationship between intention to purchase a discounted product and the impulsiveness, hedonic perception and financial risk. Thus, an experiment involving 613 students was conducted. The hypotheses predicted that a product with discount promotion would relate positively with impulsivity, as well as with a hedonic perception about the good offered, and negatively with the perception of financial risk associated with the product offered with discount. A positive moderation was expected of the perceived attractiveness of the announced discount promotion on the intentions of behaviors. The results confirmed the hypothesis, indicating positive effects of impulsivity and hedonic perception by purchasing the discounted products, in addition to the negative link between the intention of purchasing discounted products and the perception of a financial risk. The moderating effects were not confirmed. Final considerations conclude the work.

Keywords:
marketing; consumer behavior; sales promotion; discount sales promotion; attractiveness of sales promotion

Variable	N	Average	Standard Deviation	p-value	t-value
Purchase intent without discount	613	2.92	1.17	0.000	-13.97
Purchase intent with discount	613	3.45	1.25

Variables	Average	Standard Deviation	Purchase Intent	Risk	Impulse	Attractiveness	Hedonism
Purchase intent	3.45	1.25	1
Financial risk	3.01	1.18	-0.20^ Correlation is significant at the level of 0.01.	1
Impulsiveness	2.70	0.91	0.19^ Correlation is significant at the level of 0.01.	0.007	1
Attractiveness	3.24	0.94	0.60	-0.050	0.23^ Correlation is significant at the level of 0.01.	1
Hedonism	3.03	1.04	0.26^ Correlation is significant at the level of 0.01.	-0.010	0.20^ Correlation is significant at the level of 0.01.	0.45^ Correlation is significant at the level of 0.01.	1

Independent	Dependent	Beta	SD	Z	p	R²
H₂: Impulsiveness →	Purchase Intent	0.202	0.066	4.243	^* ***** p<0,001.	0.33
H₃: Hedonic Perception →	Purchase Intent	0.216	0.054	5.281	^* ***** p<0,001.
H₄: Financial Risk →	Purchase Intent	-0.221	0.042	-5.194	^* ***** p<0,001.

Independent	High Attractiveness	Low Attractiveness	Delta x²
Impulsiveness (H_5a)	0.025	0.260^ () < 0.01.	0.001
Hedonic Perception (H_5b)	-0.044	0.162^* *()** < 0.05;	0.003
Financial Risk (H_5c)	-0.217^ () < 0.01.	-0.191^* *()** < 0.05;	0.804

Departamento de Administração da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo Avenida Professor Luciano Gualberto, 908, sala F184, 05508-900 São Paulo / SP Brasil, Tel./Fax 55 11 3818-4002 - São Paulo - SP - Brazil
E-mail: rausp@usp.br

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[1] Fernando de Oliveira Santini, Doutor e Mestre em Administração pela Pontifícia Universidade Católica do Rio Grande do Sul, é Professor da Universidade do Vale do Rio dos Sinos e da Escola Superior de Propaganda e Marketing (CEP 90640-040 - Porto Alegre/RS, Brasil). E-mail: fosantini@unisinos.br; fernando.santini@espm.br Endereço: Escola Superior de Propaganda e Marketing Rua Guilherme Schell, 350 Santo Antonio 90640-040 - Porto Alegre - RS - Brasil