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Unveiling promotion-induced variety-seeking: the roles of various types of promotional rewards and shopping motivations

Nirmalya Bandyopadhyay (FORE School of Management, New Delhi, India)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 17 June 2024

Issue publication date: 3 September 2024

213

Abstract

Purpose

The study aimed to explore the differential impact of various types of sales promotion on consumers' variety-seeking behaviour and the roles of utilitarian and hedonic shopping motivations in promotion-induced variety-seeking. The study further assessed the moderation impact of risk-taking tendencies and deal proneness in the promotion-induced variety-seeking buying episodes.

Design/methodology/approach

Based on the temporality of gratification of promotional rewards (immediate/delayed) and the type of promotional rewards (monetary/non-monetary), we classified consumer sales promotions into four types (MI: Monetary/Immediate; NMI: Non-monetary/Immediate; MD: Monetary/Delayed and NMD: Non-monetary/Delayed). We conducted survey research across four major metro cities in India. We collected data from the buyers of two supermarket chains in four major metro cities of India and analyzed the data using SEM techniques.

Findings

The study’s findings revealed that only MI and NMI sales promotions lead to variety-seeking buying, whereas MD and NMD do not influence variety-seeking. The study further revealed that MI, NMI and NMD influence hedonic shopping motivations and play a role in variety-seeking buying episodes. NMD does not influence utilitarian shopping motivation or play a role in inducing variety-seeking buying behaviour.

Originality/value

The study is one of the very few studies that explored the differential impact of various types of sales promotions on variety-seeking buying behaviour. The study’s findings enable the retailer to devise promotional strategies to induce variety-seeking among the shoppers. Further, the findings of the instrumentality of CSP in inducing HSM may help the retailer create a promotional environment and induce the shopper (in a good mood) to buy more, thus improving store performance.

Keywords

Acknowledgements

The infrastructural and financial support provided by FORE School of Management New Delhi in completing this research is gratefully appreciated. This research paper is an outcome of the Seed Money Project sponsored by the FORE School of Management, New Delhi.

Citation

Bandyopadhyay, N. (2024), "Unveiling promotion-induced variety-seeking: the roles of various types of promotional rewards and shopping motivations", Marketing Intelligence & Planning, Vol. 42 No. 7, pp. 1257-1273. https://doi.org/10.1108/MIP-10-2023-0521

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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