Factors influencing consumers attitudes towards price promotions

The purpose of this study is to examine the effects of consumer price perceptions (price consciousness, value consciousness, sale proneness, price mavenism, price-quality schema, prestige sensitivity) and shopping motives (hedonic and utilitarian shopping value) on consumer attitudes towards price promotions in fast-moving consumer goods. For this purpose, data were collected by a face-to-face consumer survey from 420 respondents who live in Adana city center. In the analysis of the obtained data; multiple regression and canonical correlation were used. The findings of the analysis show that there is a statistically significant and positive effect of price consciousness, sale proneness, price mavenism and utilitarian shopping value on consumer attitudes towards price promotions. In addition, there is a statistically significant and positive relationships among price-quality schema, prestige sensitivity and hedonism; value consciousness, price mavenism and utilitarianism. In this context, the results were discussed in terms of both literature and application and depending on these discussions suggestions were then developed. Key Words: Pricing, price perceptions, shopping motives.