What is it about?
the aim of this study is to explain the impact of price promotions on the process of immediate buying in goods of Isfahan that based on an infinite population, the sample is 384 people. The statistical society was customers of Hyper Star store. In order to collect data, a questionnaire is used with good reliability and validity and analysis of structural equations.
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Photo by Artem Beliaikin on Unsplash
Why is it important?
With the global economic integration, the development of international activities reduce trade barriers in the exchange between countries, and the intensification of competition. Knowledge of customer preferences and encouraging them to buy has become vital for the survival and development of enterprises (specify consumer goods or fast rotation).
Perspectives
The results at 95% confidence supported all the hypotheses. That is to say, price promotions had a positive effect on impulsive buying behaviour, pricing promotions had a positive effect on service innovation, and finally service innovation had a positive effect on impulsive buying behaviour. The other result of this study is a confirmation of the impact of price promotions mediator between service innovation and impulsive buying behaviour of customer’s Hyper Star city.
Dr Majid Mohammad shafiee
Department of Management, Faculty of Administrative Sciences & Economics, University of Isfahan
Read the Original
This page is a summary of: The effect of price promotions on impulse buying: the mediating role of service innovation in fast moving consumer goods, International Journal of Business Information Systems, January 2020, Inderscience Publishers,
DOI: 10.1504/ijbis.2020.105828.
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