University of Tehran Press Interdisciplinary Journal of Management Studies 2981-0795 11 4 2018 11 01 Examining the Moderating Role of Gender on the Relationship between the Benefits of Sales Promotion and Consumer Perception بررسی نقش معتدل گر جنسیت بر رابطه میان مزایای فعالیتهای پیشبردی فروش و درک مشتری 795 830 68140 10.22059/ijms.2018.241676.672823 EN Somesh Kumar Sinha Maulana Azad National Institute of Technology, Bhopal, India Priyanka Verma Maulana Azad National Institute of Technology, Bhopal, India Journal Article 2017 10 26 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. https://ijms.ut.ac.ir/article_68140_6951778363a4e7aaacb5db63c3e8e058.pdf