Abstract

BERMUDEZ SOSA, Herbert Jair  and  DUQUE-OLIVA, Edison Jair. INFLUENCE OF PROMOTIONAL PROFIT FRAMEWORKS ON THE PURCHASING DECISIONS OF DETERGENT CONSUMERS IN ONLINE STORES: AN EXPERIMENTAL CONTRIBUTION IN THE COVID-19 CHANNEL. Innovar [online]. 2023, vol.33, n.87, pp.139-156.  Epub Feb 07, 2024. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v33n87.105514.

The COVID-19 pandemic generated changes in consumption habits, being the digitization of purchases one of the main shifts, as confinement measures forced sourcing from online stores. Changes in the way of buying products and receiving promotions and incentives have been observed as well. For this reason, it is important to study the influence of the most used and preferred promotional frameworks at the time of making online purchases. To that end, two experimental exercises were conducted in order to analyze the preferences for distinct types of product promotions in the laundry detergent category. A sample of 61 consumers were subjected to the grouping of four sales promotions to later analyze their purchase intention. The results show that promotional earnings frameworks have incremental effects on the purchasing intention, identifying availability heuristics in the decision process and a preference for the promotions that included gifts or additions to the product. These findings will allow brands to better manage their online promotional strategy and have better consistency with online shopping habits during the COVID-19 pandemic, in addition to expanding theoretical knowledge in purchasing decision processes. The exercise could be extended to other types of promotions and product categories that were not considered in this study.

Keywords : Heuristics; purchase intention; promotional framework; online store; decision making; sales.

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