Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review
Determinants of Customers' Propensity to Plan Purchases during Sales: the Role of Customer Knowledge. / Alkanova, Oga; Basenko, Veronika.
IFKAD 2021: Managing Knowledge in Uncertain Times: 16th International Forum on Knowledge Asset Dynamics. 1-3 September 2021. Rome, Italy. Proceedings. ed. / Giovanni Schiuma; Paola Paolini; Mauro Paolini. Rome : Institute of Knowledge Asset Management, 2021. p. 1756-1774.Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review
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TY - GEN
T1 - Determinants of Customers' Propensity to Plan Purchases during Sales: the Role of Customer Knowledge
AU - Alkanova, Oga
AU - Basenko, Veronika
N1 - Alkanova, O. Determinants of Customers' Propensity to Plan Purchases during Sales: the Role of Customer Knowledge / O. Alkanova, V. Basenko // IFKAD 2021: Managing Knowledge in Uncertain Times. 16th International Forum on Knowledge Asset Dynamics. 1-3 September 2021. Rome, Italy. Proceedings, 2021. - P. 1756-1774.
PY - 2021/9/1
Y1 - 2021/9/1
N2 - In this paper we address the limited understanding of how the amount of sales used by retailers changes the customers’ propensity to plan purchases. We investigate the effects of shopping motivation, buying behavior, marketing skepticism, and marketing literacy on the propensity to plan purchases by customers and how they comply with this purchase plan. A classification of sales into short-, missile- and long-run is developed. Based on in-depth interviews and an online survey we identify the abovementioned factors perform differently depending on sales types. Overall, utilitarian shopping motivation that positively affects shopping planning and compliance with the shopping plan during sales, and sales buyers experience more hedonic value and have a higher level of marketing literacy at sales than non-buyers. It was also found that the less often the sale is held, the more unplanned purchases buyers make. During regular sales, buyers show a lower level of marketing skepticism that those who do not buy.
AB - In this paper we address the limited understanding of how the amount of sales used by retailers changes the customers’ propensity to plan purchases. We investigate the effects of shopping motivation, buying behavior, marketing skepticism, and marketing literacy on the propensity to plan purchases by customers and how they comply with this purchase plan. A classification of sales into short-, missile- and long-run is developed. Based on in-depth interviews and an online survey we identify the abovementioned factors perform differently depending on sales types. Overall, utilitarian shopping motivation that positively affects shopping planning and compliance with the shopping plan during sales, and sales buyers experience more hedonic value and have a higher level of marketing literacy at sales than non-buyers. It was also found that the less often the sale is held, the more unplanned purchases buyers make. During regular sales, buyers show a lower level of marketing skepticism that those who do not buy.
KW - Shopping planning
KW - Buying behavior
KW - Marketing skepticism
KW - Marketing literacy
KW - Consumer knowledge
KW - KNOWLEDGE MANAGEMENT
KW - KNOWLEDGE RISK MANAGEMENT
KW - KNOWLEDGE RISKS
KW - RISK MANAGEMENT
M3 - Conference contribution
SN - 978-88-96687-14-7
SP - 1756
EP - 1774
BT - IFKAD 2021: Managing Knowledge in Uncertain Times
A2 - Schiuma, Giovanni
A2 - Paolini, Paola
A2 - Paolini, Mauro
PB - Institute of Knowledge Asset Management
CY - Rome
ER -
ID: 85408597