IMPACT OF DIFFERENT LEVELS OF INSTANT PRICE DISCOUNTS ON CONSUMER PERCEPTIONS AND PURCHASE INTENTIONS

This study examines the impact of higher and lower benefit levels of precise instant price discounts on consumers' perceptions of promoted products in a poor economy. The results reveal that in poor economies both higher and lower levels of instant price discounts positively affect consumer perceptions and their purchase intentions of promoted products. The findings of this study would guide international marketers in understanding consumer behavior of poor economies in Asia.