Influence of price perception and shopping motives on Indian consumers' attitude towards retailer promotions in malls

Abstract

Purpose – The current research aims to explore influence of shopping motives and price perceptions on Indian consumers' attitude towards mall retailer promotions. Effect of price discounts, gifts, coupons, and rebates offered by mall retailers to attract store traffic were examined. Design/methodology/approach – Data were collected through mall intercept technique in six cities across India. Convenience sampling method was used to target metropolitan and non-metropolitan cities for data collection. Findings – Results suggest that consumers' attitude towards mall retailers' promotional strategies is influenced by shopping values and price consciousness, deal proneness, and coupon proneness. Age, education, and income influence consumers' attitude towards promotions. Research limitations/implications – Only three constructs of price perception scale were used for the research. Future research can include all the items of price perception scale to understand its applicability on Indian sample. Promotions offered by branded and non-branded retailers in malls were not examined. Practical implications – The findings can be useful to mall retailers for designing promotions to increase footfalls and sales. Promotions can be used by retailers to convey value and attract price conscious consumers. Retailers need to match their promotional offers according to price sensitivity and shopping motives of consumers. Originality/value – There is limited research to examine role of promotions used by mall retailers in attracting footfalls in Indian malls. The influence of price perceptions and shopping motives on promotions offered by retailers in Indian malls has not been examined.

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