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The effects of promotion activities on consumers' purchase intention in chain convenience stores

Author

Listed:
  • Fan-Yun Pai
  • Chien-Ping Chen
  • Tsu-Ming Yeh
  • Massoud Metghalchi

Abstract

This research aims to investigate the effects of brand image, promotion activities, and perceived value on consumers' purchase intention in convenience stores. The empirical analysis confirms the significantly positive impacts from all the variables on purchase intention and highlights the strong influences of functionality in brand image, monetary promotion in promotion activities, and monetary price in perceived value. We found that the perceived value plays a more influential role in determining the purchase intention, compared with the impacts from brand image and promotion activities. Monetary promotion activities exhibit a strongly positive impact on purchase intention through promotion itself and increasing perceived value. The current loyalty-card program, which provides price discount as regular monetary promotion and point accumulation for free collectables as non-monetary promotion, serves as the most effective mixture of promotion activities to create the win-win situation between consumers and convenience stores.

Suggested Citation

  • Fan-Yun Pai & Chien-Ping Chen & Tsu-Ming Yeh & Massoud Metghalchi, 2017. "The effects of promotion activities on consumers' purchase intention in chain convenience stores," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 12(4), pages 413-432.
    • Handle: RePEc:ids:ijbexc:v:12:y:2017:i:4:p:413-432
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    Citations

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    Cited by:

    1. Majid Mapkhot Goaill & Mohammed A. Al-Hakimi & Hamood Mohammed Al-Hattami & Mohsen Ali Murshid & Amal Al-Mogahed & Sharf Obad, 2023. "The Impact of Promotional Activities on the Purchase and Repurchase Intention of Energy Drinks in Yemen Under Different Levels of Awareness of the Potential Adverse Effects," SAGE Open, , vol. 13(4), pages 21582440231, December.
    2. Tien-Hsiang Chang & Kuei-Ying Hsu & Hsin-Pin Fu & Ying-Hua Teng & Yi-Jhen Li, 2022. "Integrating FSE and AHP to Identify Valuable Customer Needs by Service Quality Analysis," Sustainability, MDPI, vol. 14(3), pages 1-15, February.

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