Title: The effects of coupon proneness, price consciousness and sale proneness on consumers' buying intentions towards expiration date-based priced perishable food items: an Indian perspective

Authors: Santosh Kumar; Mrinalini Pandey

Addresses: Department of Management Studies, Indian Institute of Technology (Indian School of Mines), Dhanbad 826004, Jharkhand, India ' Department of Management Studies, Indian Institute of Technology (Indian School of Mines), Dhanbad 826004, Jharkhand, India

Abstract: This research was intended to explore and examine the effects of coupon proneness, price consciousness and sale proneness on consumers' buying intentions towards expiration date-based priced perishable food items in the Indian context. In order to collect data, a mall-intercept survey was conducted using a structured questionnaire. Data were analysed using a two-step structural equation modelling. Outcomes of hypothesis testing reveal that coupon proneness and price consciousness have significant positive associations with sale proneness. In addition, coupon proneness, price consciousness, and sale proneness have significant positive effects on Indian consumers' buying intentions towards the expiration date-based priced perishable food items.

Keywords: consumers' buying intentions; coupon proneness; sale proneness; price consciousness; expiration date-based pricing; perishable food items; marketing; retailing; sales promotions; consumers' buying behaviour; pricing; India.

DOI: 10.1504/IJGE.2019.104513

International Journal of Green Economics, 2019 Vol.13 No.3/4, pp.235 - 256

Received: 24 Jun 2019
Accepted: 20 Nov 2019
Published online: 16 Jan 2020 *

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