Consumers’ Expectations of Sales Events: How Satisfied are Consumer with Shopping During Sales Events?

International Journal of Management and Marketing Research, v. 10 (1) p. 57-68

12 Pages Posted: 8 Nov 2017

See all articles by Dheeraj Sharma

Dheeraj Sharma

Indian Institute of Management (IIM), Rohtak

Shaheen Borna

Ball State University

Jennifer P. Bott

Ball State University - Miller College of Business

Date Written: 2017

Abstract

Past researchers have examined the influence of sales events on multitude of variables. However, there exists a gap with regards to specific examination of the influence of sales events on consumer participation in sales events and their expectations from the sales events. In this study, we examine the relationship between consumers’ participation in a given sales event and their expectations of savings from that event in North American context. Research findings indicate that only 11 sales events have a high realization rate of expected savings. Based on research findings, we proffer several recommendations for the retail managers.

Keywords: Sale Events, Consumer Participation, Expectation of Savings, Realization Rate of Expected Savings

JEL Classification: M31, M10

Suggested Citation

Sharma, Dheeraj and Borna, Shaheen and Bott, Jennifer P., Consumers’ Expectations of Sales Events: How Satisfied are Consumer with Shopping During Sales Events? (2017). International Journal of Management and Marketing Research, v. 10 (1) p. 57-68. Available at SSRN: https://ssrn.com/abstract=3050097

Dheeraj Sharma (Contact Author)

Indian Institute of Management (IIM), Rohtak ( email )

Maharshi Dayanand University
Delhi Rd
Rohtak, Haryana 124001
India

Shaheen Borna

Ball State University

Muncie, IN 47306-0340
United States

Jennifer P. Bott

Ball State University - Miller College of Business ( email )

United States

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