Examining the Moderating Role of Gender on the Relationship between the Benefits of Sales Promotion and Consumer Perception

Document Type: Research Paper


Maulana Azad National Institute of Technology, Bhopal, India


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.


Main Subjects

Article Title [Persian]

بررسی نقش معتدل گر جنسیت بر رابطه میان مزایای فعالیتهای پیشبردی فروش و درک مشتری

Authors [Persian]

  • سومش کومار سینها
  • پریانکا ورما
موسسه ملی تکنولوژی موآنا آزاد، بوپال، هند
Abstract [Persian]

آیا تاثیر فعالیت های پیشبردی فروش بر درک مصرف کننده در انگاره مصرف کنندگان هندی توسط مزایای فایده باور و لذت جویانه آن ها تعدیل میابد؟ آیا جنسیت بر رابطه میان مزایای فعالیت های پیشبردی فروش و درک مشتری تاثیری معتدل کننده دارد؟ نویسندگان با استفاده از یک مدل سازی معادلات ساختاری با رویکرد حداقل مربعات جزئی (PLS-SEM) این دو پرسش را مورد بررسی قرار دادند. یافته ها حاکی از آنند که مزایای فایده باور و لذت جویانه، رابطه میان فعالیت های پیشبردی فروش و درک مصرف کننده از محصول را در انگاره مصرف کنندگان هندی معتدل میکند. همچنین تاثیر معتدل گر جنسیت نیز یافت میشود. در حالیکه مصرف کنندگان زن ترجیحشان بیشتر به سمت مزایای لذت جویانه فعالیت های پیشبردی فروش است، برای مصرف کنندگان مرد مزایای فایده باور جذابیت بیشتری دارد.

Keywords [Persian]

  • مزایای فایده باور
  • مزایای لذت جویانه
  • فعالیت های پیشبردی فروش
  • درک مشتری
  • جنسیت
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