A Theoretical Analysis of the Critical Factors Governing Consumers’ Deal Responsive Behavior

Consumer promotion is a conspicuously powerful component of the marketing mix, with the overarching objective of framing customers’ perceptions and stimulates buying. However, it is powerful tool only when applied correctly, specifically conforming to the responsive behavior of the target consumer to the applied promotional vehicle. It is, therefore, imperative for the marketer to have a comprehensive understanding of the deal (promotion) responsive behavior of the consumer to various promotional tools. This shall ensure effectiveness of the promotional campaigns by appropriate appealing to the target consumer and leading to the perception of value addition. This paper presents a comprehensive theoretical analysis of various factors that influence the deal responsive behavior of the consumer. The response patterns to various types of promotional deals, the influence of consumers’ and deal characteristics on deal redemption intentions, and the underlying psychological or behavioral mechanisms involved in deal redemptions, are discussed in this paper. The findings depict that promotional strategies should be deal specific, and psychological variables need to be emphasized.