Offer Attractiveness, Decision Conflict, and Consumer Response

Introduction

Temporary retail price offers help in driving significant increase in sales, combined with attractive promotion packages which influence the magnitude of the sales spike. Retail stores follow many sales promotion packages including coupons, price discount, free sample, bonus pack, and in-store display which influence product trial and repurchase behavior of consumers. Purchase acceleration and product trial are found to be the two most influential variables related to a discount. Immediate price reduction is the technique that exerts higher influence on the brand choice process. It is possible that consumers perceive promotional tools as a major variable for making buying decisions in the attractive offers. Hence, retailers lean on investing their resources in promotional actions which drive consumers in making impulsive decisions than arguing over familiarity of brands in the attractive offers. Price offers have also been found to induce sales promotions for leisure retail operators and emphasize value added benefits to the consumers involved in hedonic consumption (Wakefield and Barnes, 1996). The retailing sector is observing fast structural transformation and getting more competitive than before with intensive focus on customer acquisition though competitive promotions. However, there are still differences in consumers’ approach to retail market places (Mehta and Dixit, 2016).

Developing store environment for enhancing the shopping experience has been a recent concept in retailing, and many pleasant ambient stimuli such as product videos, music and fragrance help consumers to make positive buying decisions. Young consumers make holistic evaluations of retail store in view of the arousing quality of ambient stimuli for buying products and derive satisfaction over the decision made purchase. Consumers find the environment significantly positive and exhibit higher levels of approach and impulse buying behaviors, and experience enhanced satisfaction than when retail ambience is congruent with the arousing qualities (Mattila and Wirtz, 2004). Visual effects associated with products often stimulate the buying decisions among young consumers. Point of sales brochures, catalogues and posters build assumption on perceived use value and motivational relevance of buying decisions of product. Emotional visuals exhibited on contextual factors such as proximity or stimulus size, drive perception and subjective reactions on utility and expected satisfaction of the products (Codispoti and De Cesarei, 2007).