TY - JOUR ID - 68140 TI - Examining the Moderating Role of Gender on the Relationship between the Benefits of Sales Promotion and Consumer Perception JO - Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) JA - IJMS LA - en SN - AU - Sinha, Somesh Kumar AU - Verma, Priyanka AD - Maulana Azad National Institute of Technology, Bhopal, India Y1 - 2018 PY - 2018 VL - 11 IS - 4 SP - 795 EP - 830 KW - Utilitarian Benefit KW - Hedonic Benefit KW - Sales Promotion KW - Consumer Perception KW - gender DO - 10.22059/ijms.2018.241676.672823 N2 - Is the impact of sales promotion on consumer perception mediated by its hedonic and utilitarian benefits in the context of Indian consumers?  Is gender having a moderating impact on the relationship between the benefits of sales promotion and consumer perception?  Authors examined both questions using a partial least square structural equation modeling (PLS-SEM). Findings revealed that hedonic and utilitarian benefits mediate the relationship between sales promotion and consumer perception about the product in the context of the Indian consumer. Moderating impact of gender is also found. Female consumers give more preference to the hedonic benefits of sales promotion while male consumers are more attracted to the utilitarian benefits. UR - https://ijms.ut.ac.ir/article_68140.html L1 - https://ijms.ut.ac.ir/article_68140_6951778363a4e7aaacb5db63c3e8e058.pdf ER -