Title: The effect of price promotions on impulse buying: the mediating role of service innovation in fast moving consumer goods

Authors: Seyed Hasan Hosseini; Fatemeh Haghverdi Zadeh; Majid Mohammad Shafiee; Ebrahim Hajipour

Addresses: Department of Management, Faculty of Management, University of Imam Ali, Tehran, Iran ' Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran ' Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran ' Department of Management, Faculty of Management, University of Imam Ali, Tehran, Iran

Abstract: With the global economic integration, the development of international activities reduce trade barriers in the exchange between countries, and the intensification of competition. Knowledge of customer preferences and encouraging them to buy has become vital for the survival and development of enterprises (specify consumer goods or fast rotation). FMCGS, the aim of this study is to explain the impact of price promotions on the process of immediate buying in goods of Isfahan that based on an infinite population, the sample is 384 people. The statistical society was customers of Hyper Star store. In order to collect data, a questionnaire is used with good reliability and validity and analysis of structural equations. The results at 95% confidence supported all the hypotheses. That is to say, price promotions had a positive effect on impulsive buying behaviour, pricing promotions had a positive effect on service innovation, and finally service innovation had a positive effect on impulsive buying behaviour. The other result of this study is a confirmation of the impact of price promotions mediator between service innovation and impulsive buying behaviour of customer's Hyper Star city.

Keywords: price promotion strategies; innovation services; impulse buying; fast moving consumer goods.

DOI: 10.1504/IJBIS.2020.105828

International Journal of Business Information Systems, 2020 Vol.33 No.3, pp.320 - 336

Received: 21 Dec 2017
Accepted: 20 Apr 2018
Published online: 16 Mar 2020 *

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