000			01897nab a2200205 4500
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100			_aDastidar, Surajit Ghosh
245			_aAn Evaluation of Consumers Deal-Specific Response to Sales Promotions Based on Their Product Involvement
260			_a _P _c
300			_a7-26 p.
520			_aConsumer sales promotions (deals) are the key promotional strategies that marketers are employing today to provoke consumers for immediate product purchase. For effective use of deals, it is pertinent for the marketers to understand the consumers' response to various deals in a given product category. This research has examined whether the dealprone buyers in a given product category are also the deal-prone buyers for other product categories. Consumers' deal redemption intention, tested in the case of eight types of deals, using a sample of 410 respondents, has been compared across a low-involvement FMCG product, e.g., shampoo, and a high-involvement durable product, e.g., apparel, to assess whether consumers are consistent, or vary, in their deal proneness across these two product categories. The results depict significant differences in consumers' deal proneness across the two product categories in the case of a majority of the deal types included in this study. The findings have important theoretical implication and are expected to enable the marketers to strategize the use of various deals effectively, specifically as per their product category.
650			_aSales promotion
650			_aMarketing strategy
650			_aConsumer behavior
650			_aDeals
650			_aFast moving consumer goods (FMCG)
773	0		_040066 _dTelegana IUP Publications _oS86783 _tIUP Journal of Marketing Management; 16(2) May 2017 _x0972-6845
856			_uhttp://192.168.6.75/libsuite/mm_files/Articles/AR16364.pdf
942			_2ddc _c8
999			_c93010 _d93010