Shukla, P. and Banerjee, Madhumita (2011) Impact of store level promotions, price consciousness and brand image on impulse purchase: Analysing the inter construct interactions and the moderating role of prior knowledge and social influences. In: ACR Asia Pacific Conference 2011, Beijing, China, 16-18th June, 2011. Published in: Asia Pacific Advances in Consumer Research (In Press)

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Abstract

Marketing literature has conceptually and empirically established the direct effects of different variables on impulse purchase. However, literature has yet to study the simultaneous interactions between variables influencing impulse purchase. In this paper, we measure the direct effects of store-level promotions, brand image and price consciousness and also examine the interactive effects of store-level promotions and the moderating influence of category familiarity and normative influences. The results demonstrate the importance of simultaneous examination of interplay between different consumer and store level variables. The results when taken collectively provide substantial segmentation opportunity for manufacturers of branded goods and retailers.

Item Type:	Conference Item (Paper)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Asia Pacific Advances in Consumer Research
Date:	2011
Status:	Not Peer Reviewed
Publication Status:	In Press
Access rights to Published version:	Restricted or Subscription Access
Conference Paper Type:	Paper
Title of Event:	ACR Asia Pacific Conference 2011
Type of Event:	Conference
Location of Event:	Beijing, China
Date(s) of Event:	16-18th June, 2011
URI:	http://wrap.warwick.ac.uk/id/eprint/43342

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