%0 Journal Article
%T The Link Between Sales Promotion¡¯s Benefits and Consumers Perception: A Comparative Study Between Rural and Urban Consumers
%A Priyanka Verma
%A Somesh Kumar Sinha
%J Global Business Review
%@ 0973-0664
%D 2019
%R 10.1177/0972150918825398
%X The purpose behind the development of this research article is to assess the difference in consumers¡¯ perception for sales promotion¡¯s hedonic and utilitarian benefits in rural and urban areas. To achieve the objective of this research a comparative study is conducted based on the data collected from the rural and urban areas of central India. Research utilized the variance-based structure equation modelling and multi-group analysis techniques to assess the difference. The findings suggest that urban consumers give more importance to sales promotion¡¯s hedonic benefits while rural consumers are more attracted by sales promotion¡¯s utilitarian benefits. The findings of this research provide important insight for development of an effective sales promotion plan considering the difference in consumers¡¯ psychology between rural and urban consumers. The significance of this study lies in developing insight regarding the different impacts of sales promotion¡¯s hedonic and utilitarian benefits on rural and urban consumers¡¯ perception
%K Utilitarian benefit
%K hedonic benefit
%K sales promotion
%K consumer¡¯s perception
%K urban consumers
%K rural consumers
%U https://journals.sagepub.com/doi/full/10.1177/0972150918825398