The power of sale promotions: Analyzing the impact of sales promotion offerings on consumer buying behaviour in the pandemic

• Autorzy: Huseynzade Sadi
• Języki publikacji: EN

Abstrakty

EN

The present research aimed to explore the impact of sales promotions on consumer behavior during the COVID-19 pandemic. The study analyzed consumer reactions to various promotion types such as bonuses, coupons, buy one get one free, vouchers, free samples, and price discounts. The aim was to investigate if these promotions positively influence consumer purchasing behavior and if the pandemic has induced over purchasing behavior due to panic. During the research, 541 randomly selected respondents from Azerbaijan and Poland were involved and the results showed that sales promotions have a positive effect on the consumer buying behavior and lead to an increase in purchases beyond the consumers’ actual needs. This is particularly true during times of economic uncertainty when consumers are searching for discounted products to save money and minimize household spending.

Słowa kluczowe

EN

sales promotion; consumer buying behavior; pandemic

PL

promocja sprzedaży; zachowania zakupowe konsumentów; pandemia

• Wydawca: University of Zielona Góra, Faculty of Economics and Management
• Czasopismo: Management
• Rocznik: 2023
• Tom: Vol. 27, no. 2
• Strony: 100--120
• Opis fizyczny: Bibliogr. 25 poz., tab., rys.

Twórcy

autor

Huseynzade Sadi

• Doctoral School of Social Sciences, University of Lodz, Lodz, Poland

• https://orcid.org/0000-0002-2165-1940

Bibliografia

• [1] Amornpinyo, S. (2022). The Impact of the Covid-19 Pandemic on Consumer Spending in Flea Markets Evidence in Thailand. WSEAS Transactions on Environment and Development, 18, 1136-1142. https:// doi.org/10.37394/232015.2022.18.108
• [2] Braholli, A. (2022). An Investigation of Consumer Behavior in Online Trade During the Covid-19 Pandemic: A Case Study. Quality - Access to Success, 23(186), 45-58. https://doi.org/10.47750/QAS/23.186.07.
• [3] Buraczyńska, B. U., Żelazna, A. E., & Bojanowska, A. B. (2022). The Impact of the COVID-19 Pandemic on the Behaviours of Polish Consumers in the Organic Products Market. Sustainability (Switzerland), 14(19), 1-12. https://doi.org/10.3390/su141911821.
• [4] Camacho, L. J., Ramírez-Correa, P. E., & Salazar-Concha, C. (2022). Consumer ethnocentrism and country of origin: Effects on online consumer purchase behavior in times of a pandemic. Sustainability (Switzerland), 14(1), 1-16. https://doi.org/10.3390/su14010348.
• [5] Chang, A. Y. P. (2017). A study on the effects of Sales Promotion on consumer involvement and purchase intention in Tourism industry. Eurasia Journal of Mathematics, Science and Technology Education, 13(12), 8323-8330. https://doi.org/10.12973/ejmste/77903.
• [6] Gruntkowski, L. M., & Martinez, L. F. (2022). Online Grocery Shopping in Germany: Assessing the Impact of COVID-19. Journal of Theoretical and Applied Electronic Commerce Research, 17(3), 984-1002. https://doi. org/10.3390/jtaer17030050.
• [7] Grzywińska-Rąpca, M. (2022). Consumer Purchasing Behaviour during the COVID-19 Epidemic: A Case Study for Poland1. Economy of Region, 18(2), 595-608. https://doi.org/10.17059/ekon.reg.2022-2-21
• [8] Gu, S., Ślusarczyk, B., Hajizada, S., Kovalyova, I., & Sakhbieva, A. (2021). Impact of the covid-19 pandemic on online consumer purchasing behavior. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2263-2281. https://doi.org/10.3390/jtaer16060125.
• [9] Haudi, Santamoko, R., Rachman, A., Surono, Y., Mappedeceng, R., Musnaini, & Wijoyo, H. (2022). The effects of social media marketing, store environment, sales promotion and perceived value on consumer purchase decisions in small market. International Journal of Data and Network Science, 6(1), 67-72. https://doi.org/10.5267/J.IJDNS.2021.10.003.
• [10] Heyns, G. J., & Kilbourn, P. J. (2022). Online shopping behaviour and service quality perceptions of young people in South Africa: A COVID-19 perspective. Journal of Transport and Supply Chain Management, 16, 1-13. https://doi.org/10.4102/jtscm.v16i0.777.
• [11] Jee, T. W. (2021). The perception of discount sales promotions – A utilitarian and hedonic perspective. Journal of Retailing and Consumer Services, 63(August), 102745. https://doi.org/10.1016/j.jretconser.2021.102745
• [12] Johnson, R. B., & Onwuegbuzie, A. J. (2004). Mixed methods research: A research paradigm whose time has come. Educational Researcher, 33(7), 14-26. doi:10.3102/0013189X033007014.
• [13] Kapetanios, G., Neuteboom, N., Ritsema, F., & Ventouri, A. (2022). How did consumers react to the COVID-19 pandemic over time? Oxford Bulletin of Economics and Statistics, 84(5), 961-993. https://doi.org/10.1111/ obes.12507.
• [14] Morales, M. (2021). Post-pandemic consumer behavior towards e-commerce and retail stores in United States. Revista Venezolana de Gerencia, 26(Special Issue 6), 47-64. https://doi.org/10.52080/rvgluz.26. e6.4
• [15] Okamuro, H., HARA, Y., & IWAKI, Y. (2022). Impact of Consumer Awareness and Behavior on Business Exit in Hospitality, Tourism, Entertainment, and Culture Industries Under the Covid-19 Pandemic. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4035238.
• [16] Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533-544. doi:10.1007/s10488-013-0528-y
• [17] Pollák, F., Markovič, P., Vavrek, R., & Konečný, M. (2022). Return to the New Normal: Empirical Analysis of Changes in E-Consumer Behavior during the COVID-19 Pandemic. Behavioral Sciences, 12(3). https://doi. org/10.3390/bs12030085
• [18] Purcărea, T., Ioan-Franc, V., Ionescu, Ş. A., Purcărea, I. M., Purcărea, V. L., Purcărea, I., Mateescu-Soare, M. C., Platon, O. E., & Orzan, A. O. (2022). Major Shifts in Sustainable Consumer Behavior in Romania and Retailers’ Priorities in Agilely Adapting to It. Sustainability (Switzerland), 14(3), 1-51. https://doi.org/10.3390/su14031627
• [19] Sandelowski, M. (2000). Focus on research methods: Combining qualitative and quantitative sampling, data collection, and analysis techniques in mixed-method studies. Research in Nursing and Health, 23(3), 246-255. doi:10.1002/1098-240x(200006)23:33.0.co;2-h.
• [20] Shahriar Ansari Chaharsoughi. (2012). Effect of sales promotion on consumer behavior based on culture. African Journal of Business Management, 6(1), 98-102. https://doi.org/10.5897/ajbm11.739
• [21] Sinha, S. K., & Verma, P. (2020). Impact of sales Promotion’s benefits on perceived value: Does product category moderate the results? Journal of Retailing and Consumer Services, 52(December 2017), 101887. https://doi. org/10.1016/j.jretconser.2019.101887.
• [22] Vuković, D., Jurič, B., & Krnjak, I. (2022). Influence of the Emotion of Fear on Patterns of Consumer Behavior toward Dietary Supplements during the COVID‐19 Pandemic. Journal of Risk and Financial Management, 15(6). https://doi.org/10.3390/jrfm15060257.
• [23] Wahyuningsih, Nasution, H., Yeni, Y. H., & Roostika, R. (2022). A comparative study of generations X, Y, Z in food purchasing behavior: the relationships among customer value, satisfaction, and Ewom. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2 105585
• [24] Wen, H., & Liu-Lastres, B. (2022). Consumers’ dining behaviors during the COVID-19 pandemic: An Application of the Protection Motivation Theory and the Safety Signal Framework. Journal of Hospitality and Tourism Management, 51(February), 187-195. https://doi.org/10.1016/j. jhtm.2022.03.009.
• [25] Yu, S. Y., & Chen, D. C. (2022). Consumers’ Switching from Cash to Mobile Payment under the Fear of COVID-19 in Taiwan. Sustainability (Switzerland), 14(14). https://doi.org/10.3390/su1414848.

Uwagi

W bibliografii załącznikowej nie uwzględniono licznych powtrzeń; numeracja nadana przez redaktora BazTech.