EFFECTS OF DISCOUNT SALES PROMOTION IN PURCHASE INTENT

What is it about?

The research aims to evaluate the effect of promoting sales discount on the purchase intent. He intended to investigate how the behaviors associated with the attractiveness of the campaign, impulsivity, hedonic perception and financial risk relate to the product at a discount.

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Why is it important?

The results showed a significant influence of promotional discount on consumer purchase intent specifically the positive and significant relationship of the attractiveness of the promotion, impulsivity, hedonic perception and negative relationship between perceived financial risk and purchase intent. Among the implications of this survey highlight the empirical reaffirming the effectiveness of the discount promotion in purchase intent among Brazilian consumers. In the national context the occurrence of research on the subject will still challenging to bring, in addition to academic contributions, contributions to Brazilian retailers better understand what kind of sales promotion sensitizes the Brazilian consumer