British Food Journal

The effects of price consciousness and sale proneness on purchase intention

towards expiration date-based priced perishable foods
Faruk An#l Konuk
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Faruk An#l Konuk , (2015),"The effects of price consciousness and sale proneness on purchase
intention towards expiration date-based priced perishable foods", British Food Journal, Vol. 117 Iss 2
pp. 793 - 804
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REGULAR PAPER Effects of

price
The effects of price consciousness
consciousness and sale
proneness on purchase intention 793
towards expiration date-based Received 24 October 2013
Revised 12 December 2013

priced perishable foods Accepted 17 December 2013

Faruk Anıl Konuk

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Department of Business Administration, Sakarya University, Sakarya, Turkey

Abstract
Purpose – The purpose of this paper is to examine the effects of price consciousness and sale
proneness on purchase intentions regarding with expiration date-based priced perishable foods.
Design/methodology/approach – Data were collected from a convenience sample of consumers
with structured questionnaires. Structural equation modeling was used in order to test the proposed
hypotheses.
Findings – Results of a structural model reveal positive relationship between price consciousness and
sale proneness. The findings also confirm the effect of price consciousness on purchase intentions
toward expiration date-based priced perishable foods. On the other hand, the results have not support
the positive effect of sale proneness on purchase intentions.
Originality/value – To the knowledge, this is the first study which has examined the relationships
between price consciousness, sale proneness and purchase intentions in the context of expiration
date-based pricing.
Keywords Purchase intentions, Pricing, Expiration date, Perishable food, Price consciousness,
Sale proneness
Paper type Research paper

Introduction
Price has been considered as strategic marketing variable which has an influence on
consumers’ purchase behavior and consequently contributes to firm’s sales revenue
(Finch et al., 1998, p. 473; Han et al., 2001, p. 435). From the customer perspective, price
is defined as “what is given up or sacrifice to obtain a product” (Zeithaml, 1998, p. 10).
One of the strategies that companies use to reduce the sacrifice regarding with a
purchase is to increase sales promotion (Kukar-Kinney et al., 2012, p. 65). Sales
promotion consists of a wide variety of short-term tactical promotion tools including
coupons, discounts, samples, gifts, prizes, etc., with the aim of increasing sales
and market share (Gilbert and Jackaria, 2002, p. 315; Grewal et al., 2011, p. 43) with
motivating consumers to purchase larger quantity of a specific brand in a specific
period of a time (Laroche et al., 2001, p. 252; Hawkes, 2009, p. 333). In addition, it has
been considered that temporary price discount has the potential to motivate consumers
to try a new brand (Raju, 1995, p. 2). For all these reasons, companies invest large
British Food Journal
amounts of their budget on sales promotion (Alvarez and Casielles, 2005, p. 54). Vol. 117 No. 2, 2015
pp. 793-804
Past research broadly analyzed the effects of promotions on consumer behavior © Emerald Group Publishing Limited
0007-070X
(e.g. Chen et al., 1998; Gilbert and Jackaria, 2002; Garretson and Burton, 2003; Aggarwal DOI 10.1108/BFJ-10-2013-0305
 BFJ and Vaidyanathan, 2003; Alvarez and Casielles, 2005; DelVecchio et al., 2007; Teng, 2009;
117,2 Kukar-Kinney et al., 2012). Specifically, price discounts are the fundamental and frequently
used forms of sales promotion (Palazón and Delgado, 2009, p. 306) in order to increase store
traffic and enhance purchase (Grewal et al., 2012, p. 7). Expiration date-based pricing
(EDBP) is new and relatively unknown discount pricing strategy (Grewal et al., 2012, p. 5).
EDBP is defined as “a pricing tactic in which a retailer charges different prices for the same
794 perishable products, according to their respective expiration dates” (Theotokis et al., 2012,
p. 72). Retailers often consider EDBP an effective revenue management tool that encourage
the purchase and reduces waste by adjusting the sales price of perishable foods as the
expiration date approaches (Chun, 2003, p. 68; Theotokis et al., 2012, p. 72). In the context
of EDBP, perishable products consumers have two options; they can buy discounted item
which approaches its expiration date or alternatively they can purchase more regularly
priced fresher version of the product (Theotokis et al., 2012, p. 73).
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For many consumers, perishable foods have become a main reason for determining
the choice of the grocery retailers (Wang and Li, 2012, p. 906) and competitive
advantage (Thron et al., 2007, p. 364). Therefore, the sale of perishable foods is one of
the most important factors that determine food retailers’ performance and profitability
(Chung and Li, 2013, p. 377). Marketing scholars have also focussed expiration dates
relating with perishable products in the context of consumers’ behavior including
attitudes toward product expiration dates (Harcar and Karakaya, 2005), frequency to
check product expiration dates, willingness to pay and the perceived risk regarding
with perishable products as they approach their expiration dates (Tsiros and Heilman,
2005), the effects of EDBP on brand quality image (Theotokis et al., 2012) and the
effects of multi-period pricing on consumer satisfaction (Chung and Li, 2013).
While prior research has examined the effects of price consciousness (Campbell, 2013)
and sale proneness on consumers’ behavioral intentions (Alford and Biswas, 2002),
the relationships of these variables have been ignored in the context of EDBP. Therefore,
understanding price conscious and sale prone customers’ purchase intentions associated
with EDBP perishable foods is great of interest. Thus, in order to fill this gap, the objective
of this study is to analyze the effects of price consciousness and sale proneness on
customer’ purchase intentions toward EDBP perishable products.
This paper proceeds as follows. In the first part, price consciousness and sale
proneness and customers’ purchase intentions are defined and hypotheses are
proposed based on the brief literature review. In the second part, research methodology
is presented in terms of sample, data collection and measurements of the relevant
constructs. In the third part, analyses and results of the empirical study are described
based on the measurement and structural model. The paper concludes with
implications, limitations and suggestions for further research.

Literature review and hypotheses development

In addressing the objective of this study, on the basis of the brief literature review,
price consciousness and sale proneness are modeled as antecedents of purchase
intentions toward expiration date-based priced perishable foods. The proposed model
is depicted in Figure 1.

Price consciousness and sale proneness

Price consciousness is defined as “the degree to which the consumer focuses
exclusively on paying low prices” (Lichtenstein et al., 1993, p. 235). For price conscious
 consumers, low price is more important than non-price conscious consumers in Effects of
purchasing of the chosen product (Kukar-Kinney et al., 2012, p. 65). Jin and Sternquist price
(2004, p. 6) stated that “when consumers think of price as the resource they have to
sacrifice in purchasing, they tend to be price conscious and will shop at more than one
consciousness
store to get the lowest price.” Purchasing promoted products provide savings for
price conscious consumers (Martínez and Montaner, 2006, p. 159). Past research has
paid attention of how price consciousness determines promotional effectiveness 795
(Palazón and Delgado, 2009). Past empirical evidence also revealed that the more price
conscious the consumer is, the higher the probability to be prone to in store promotions,
store flyers and coupons (Martínez and Montaner, 2006). In addition, Martínez and
Montaner (2006) found that price conscious consumers attach less importance to the
product quality, they enjoy planning and shopping, when they do their shopping
they usually buy impulsively, they enjoy brand switching frequently and they feel
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attracted by new products. In addition, they consider they have enough storage space
for their extra purchase and use store flyers to decide the specific product to purchase
and the stores to buy (Martínez and Montaner, 2006).
The concept of sale proneness is defined as “an increased propensity to respond to
a purchase offer because the sale form in which the price is presented positively affects
purchase evaluations” (Lichtenstein et al., 1993, p. 235). In other words, sale proneness
“is simply the propensity of a customer to buy goods/services when they are on sale”
(Moore et al., 2003, p. 271). Lichtenstein et al. (1993, p. 235) stated that “sale prone
consumers are more likely to have favorable price evaluations caused by a purchase
price being in discount form.” In other words, sale condition motives purchase of a
certain product ( Jin and Sternquist, 2003, p. 648).
Jin and Sternquist (2003, p. 648), asserted that “price seekers, sale-prone consumers,
are constantly looking for sales to get products at the lowest price.” In addition, it was
found that both price consciousness and sale proneness positively impact patronage
of low-cost retail formats (Moore and Carpenter, 2006). Past research also revealed
significant relationship between price consciousness and sale proneness (Alford and
Biswas, 2002; Garretson and Burton, 2003; Lichtenstein et al., 1993, 1997). Therefore,
it is plausible to expect that high-price conscious consumers are more likely to have sale
proneness. Therefore, it is hypothesized that:

H1. Price consciousness is positively relating to sale proneness.

Price consciousness, sale proneness and purchase intentions

Purchase intention refers to “the degree to which customers intend to purchase a firm’s
products/services in the future” (Maxham and Netemeyer, 2002, p. 242). When
consumers evaluate price as sacrifice for obtaining the products, higher prices will

Price
Consciousness H2

Purchase Intentions
H1 toward EDBP
Perishable Foods
Sale Figure 1.
Proneness H3 Proposed model
 BFJ negatively affect purchase intentions and consequently, they will prefer discounted
117,2 item ( Jin and Sternquist, 2003, p. 648; Lichtenstein et al., 1993, p. 234). Therefore, there
is a negative relationship between price and willingness to buy (Kukar-Kinney et al.,
2012, p. 65). Past evidence revealed that for high-price conscious consumers, price
discounts lead to higher buying intention than premiums (Palazón and Delgado, 2009).
Some contradictory empirical findings were reported about the relationships between
796 price consciousness and purchase intentions. In this context, Alford and Biswas (2002)
and Wu et al. (2011) found insignificant relationship between price consciousness and
purchase intentions, on the other hand, more recent evidence demonstrated positive
relationship between these two constructs (Glynn and Chen, 2009; Campbell, 2013).
In the context of EDBP, Tsiros and Heilman (2005, p. 127) stated that, “discounting
may be a necessary and effective way to entice consumers to purchase a perishable
close to its expiration date.” Thus, it can be expected that consumers that are highly
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price conscious, are likely to have purchase intentions than non-price conscious
consumers regarding with EDBP perishable foods. On the basis of this argument, the
following hypothesis is proposed:

H2. Price consciousness is positively relating to purchase intentions.

Grewal et al. (1998) found that price discount is the most important predictor of
purchase intention, followed by brand name and store name. In addition, Teng
(2009) demonstrated positive relationship between price discounts and purchase
intentions. Past research also revealed that sale proneness has positive effect on
purchase intentions (Alford and Biswas, 2002). Consistent with prior findings, it is
expected that higher level of sale proneness will have more positive effects on
consumer’ purchase intentions toward EDBP perishable foods. Thus, the following
hypothesis is suggested:

H3. Sale proneness is positively relating to purchase intentions.

Methodology
Data collection and sample
In order to collect data, a field study was conducted based on self-administrated
questionnaires by using convenience sampling technique in the city of Sakarya during
August 2013. Before distributing questionnaires to the respondents, the concept of
EDBP strategy, the aim and content of the survey were explained by six trained
interviewers in different regions of the city. Respondents were requested to return the
complete questionnaires within a frame of a week. Out of 450 distributed
questionnaires, 318 returned which yielded a response rate of 70.6 percent. After
checking the returned questionnaires, due to the missing values, 16 of them were not
taken into consideration. Consequently, 302 complete questionnaires were taken into
the analyzing process.
Respondents’ demographic characteristics are as follows. Approximately, 64 percent
of the 302 respondents were female. In general, 68 percent were married; 18 percent
were between the ages of 19 and 25, 14 percent were between the ages of 26 and 30,
37 percent were between the ages of 31 and 35; 52 percent had obtained at least
bachelor’s degree. In terms of income, 38 percent of the respondents had a monthly
household income between 1,001 and 3,000 TL, 31 percent between 3,001 and 5,000 TL,
and 11 percent between 5,001 and 7,000 TL.
 Measurement instrument Effects of
A cross-sectional survey design was used to measure price consciousness, sale proneness price
and purchase intentions toward EDBP perishable foods. The structured questionnaire had
two parts. In the first part price consciousness, sale proneness and purchase intentions
consciousness
toward EDBP perishable products measured by relevant items. In the second part,
respondents’ demographical questions (gender, age, education, marital status) were included.
Due to the objective of this study, the relevant constructs were adapted from previous 797
studies validated scales and measured by using a five-point Likert scale, anchored by
“strongly agree” and “strongly disagree.” Price consciousness (five items) and sale proneness
(six-items) were adapted from (Lichtenstein et al., 1993). Purchase intentions were measure
with three items derived from (Netemeyer et al., 2004; Lee et al., 2010; Chen and Chang, 2012).
Table I present al list of the items which were used to measure relevant constructs.
Prior to the main study, for assessing face validity of the scales, two academicians
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were asked the suitability of the items for measuring relevant constructs (Edward et al.,
2012). In addition, a pretest survey was conducted using a convenience sample of
20 respondents in order to catch misunderstanding items and improve the
questionnaire. After pretesting phase, based on feedback from respondents, the final
version of the questionnaire was prepared with minor changes.

Analysis and results

Confirmatory model
Using two-step approach suggested by Anderson and Gerbing (1998), first, validity and
reliability of the 14-item, three-factor, covariance structure measurement model were

Constructs Loadings

Price consciousness: AVE ¼ 0.67 CR ¼ 0.93 Cronbach’s α ¼ 0.91

PC1. I am willing to go to extra effort to find lower prices 0.84
PC2. I will grocery shop at more than one store to take advantage of low prices 0.86
PC3. The money saved by finding low prices is usually not worth the time and effort 0.81
PC4. I would shop at more than one store to find low prices 0.79
PC5. The time it takes to find low prices is usually worth the effort 0.80
Sale proneness: AVE ¼ 0.65 CR ¼ 0,87 Cronbach’s α ¼ 0.92
SP1. If a product is on sale, that can be a reason for me to buy it 0.76
SP2. When I buy a brand that is on sale, I feel that I am getting a good deal 0.80
SP3. I have favorite brands, but most of the time I buy the brand that is on sale 0.87
SP4. One should try to buy the brand that is on sale 0.85
SP5. I am more likely to buy brands that are on sale 0.86
SP6. Compared to most people, I am more likely to buy brands that are on special 0.71
Purchase intentions: AVE ¼ 0.87 CR ¼ 0.95 Cronbach’s α ¼ 0.95
PI1: I am willing to buy EDBP perishable foods in the future 0.92
PI2: I plan to purchase EDBP perishable foods 0.96
PI3. I will make effort to buy EDBP perishable foods 0.92
Measurement model fit indexes
χ2/df: 177.689/72:2.468; CFI: 0.97; TLI: 0.96; IFI: 0.97; RMSEA: 0.07
Notes: AVE, average variance extracted; CR, composite reliability; df, degrees of freedom; CFI, Table I.
comparative fit index; TLI, Tucker-Lewis index; IFI, incremental fit index; RMSEA, root mean square Scale items, factor
error of approximation. CR = (∑ standardized loadings)2 / (∑ standardized loadings)2 + (∑ indicator loadings and
measurement error); AVE = (∑ squared standardized loadings) / (∑ squared standardized loadings) measurement model
+ (∑ indicator measurement error) fit indexes
 BFJ analyzed. In the second phase, hypotheses were tested with structural equation
117,2 modeling.
In order to verify construct validity, convergent and discriminant validity of
relevant constructs were analyzed. Fit index values of measurement model which is
depicted in Table I reveal that the model reasonably fits the current data (Arbuckle,
2006). For assessing convergent validity, standardized regression coefficients were
798 evaluated for each of the constructs. The standardized regression coefficients for all
constructs item loadings were above the suggested level of 0.50 (Casaló et al., 2008,
p. 406; Edward et al., 2012, p. 160). In addition, all of these values are also significant
at p o 0.05, providing evidence for convergent validity. In Table I, average variance
extracted (AVE) for the constructs are given. All of these constructs’ AVE values are
above the suggested level of 0.50 (Fornell and Larcker, 1981, p. 46). Support for
convergent validity is also demonstrated by the suggested AVE for all three constructs.
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For discriminant validity, correlations between the constructs were evaluated.

According to Table II, the highest correlation is between price consciousness and sale
proneness (0.78) which is below 0.85, suggesting evidence for discriminant validity
(Kline, 1998, p. 60). In addition, the most stringent approach for assessing discriminant
validity is to compare AVE values for all pair of constructs and squared correlations
between the two construct of interest. Discriminant validity is confirmed when average
variances extracted of each constructs exceed squared correlation of all construct
pairs (Fornell and Larcker, 1981). According to Tables I and II, discriminant validity of
the measurement model is proved.
In order to assess reliability, Cronbach’s α and composite reliability statistics were
used (Fornell and Larcker, 1981). Reliability values are shown in Table I. The values for
each of the constructs exceed 0.70 (Hair et al., 1998, p. 612), demonstrating that all scales
are reliable. Thus, acceptable values for validity and reliability of the measurement
model are achieved.

Structural model
After confirming the measurement model, the proposed hypotheses were analyzed
with structural equations modeling technique using maximum-likelihood estimation.
The goodness-of-fit statistics of the structural model was acceptable ( χ2 ¼ 177.689,
df ¼ 72, χ2/df ¼ 2.468, CFI ¼ 0.97, TLI ¼ 0.96, IFI ¼ 0.97, RMSEA ¼ 0.07). The results of
structural model are depicted in Figure 2.
H1 predicted positive relationship between price consciousness and sale proneness,
the results of the structural model supported this hypothesis ( γ ¼ 0.78, p o 0.001). H2
stated that, highly price conscious consumers would express higher purchase
intentions than low-price conscious consumers. The results also confirmed H2
( β ¼ 0.54, p o 0.05). On the other hand, the findings revealed that the effect of sale
proneness on purchase intentions was not significant, therefore H3 ( β ¼ 0.08 W 0.05)
was not accepted. In addition, the model explained 0.61 percent variance in sale

(1) (2) (3)

Table II. 1. Price consciousness 1.00

Construct 2. Sale proneness 0.78 1.00
intercorrelations 3. Purchase intentions 0.60 0.51 1.00
 proneness and 0.36 percent variance in purchase intentions toward EDBP Effects of
perishable foods. price
consciousness
Discussion and implications
The main contribution of this study is to introduce a conceptual framework which
reveals price consciousness and sale proneness as antecedents of purchase intentions
toward EDBP perishable foods. Consistent with previous findings (Lichtenstein et al., 799
1993, 1997; Alford and Biswas, 2002; Garretson and Burton, 2003), it was revealed
that price consciousness positively relates to sale proneness. This implies that, price
conscious consumers are more likely to be sale prone than low-price conscious
consumers. In addition, as hypothesized, it was found that price consciousness
positively affects consumers’ purchase intentions supporting to (Glynn and Chen, 2009;
Campbell, 2013). Thus, it can be inferred from this finding that price conscious
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consumers are more likely to purchase EDBP perishable foods than non-price
conscious consumers.
Interestingly, the effects of sale proneness on purchase intentions in the context of
EDBP were not supported in the structural equation model. It seems plausible that sale
prone consumers may evaluate EDBP perishable products as low quality and hesitate
to buy these products in the future (Chen et al., 1998, p. 358; Wang and Li, 2012, p. 907).
This argument may also be supported by the past empirical evidence which
demonstrates positive relationship between price and perceived product quality
(e.g. Dodds and Monroe, 1985; Rao and Monroe, 1989; Dodds et al., 1991; Teas and
Agarwal, 2000). Therefore, considering that consumers may be more prone to buy
trusted brands in the context of EDBP, companies should invest on building brand
trust in order to increase their market share with EDBP strategy (Theotokis et al., 2012,
p. 84). For retailers, it would be advantageous to display trusted brands in the context
of EDBP to establish confidence ( Jin and Sternquist, 2003, p. 658). In addition,
companies may benefit from this strategy for attracting new consumers (Theotokis
et al., 2012, p. 84). EDBP may also help managers to conduct successful inventory
management and promotion strategies for perishable products during their shelf lives
(Tsiros and Heilman, 2005, p. 114).
Manufacturers are deepening price discounts to offer more promotions and dept of
discount offered by manufacturer is often increased by retailers to enhance store
loyalty (DelVecchio et al., 2007, p. 148). Deep price discounts can be a particular
problem for consumers in the context of EDBP perishable foods. Managers should
consider discount level of perishable foods as they approach their expiration dates.
Customers may be suspicious regarding the quality of the product with high discounts.

Price
0.54*
Consciousness
2 = 177.689
Purchase Intentions df = 7
0.78** toward EDBP 2/df = 2.468
Perishable Foods CFI = 0.97
Sale TLI = 0.96
Proneness 0.08 IFI = 0.97
RMSEA = 0.07
Figure 2.
Notes: *< 0.05; **0.001 Structural model
 BFJ Thus, discount levels should be moderate in order to decrease customers’ perceived
117,2 risk. On the other hand, in high perceived risk category (e.g. beef, chicken and fish)
perishables, deeper discounts may be necessary earlier in the shelf life of the product
to increase perceived quality of the product (Tsiros and Heilman, 2005, p. 127). Findings
imply that companies should lower perceived risk associated with EDBP products to
increase perceived value specifically for sale prone consumers and consequently
800 increase their purchase probability (Sweeney et al., 1999; Beneke et al., 2013).
Companies should specifically educate consumers who have high perceived risk and
inexperience associate with EDBP perishable foods in order to decrease susceptibility
(Tsiros and Heilman, 2005, p. 127).
Segmenting consumer may be useful to attract them with EDBP strategy (Laroche
et al., 2003, p. 521). The present study reveals that companies should primarily focus
on price conscious consumers while implementing their EDBP strategy. In addition, it
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is suggested that managers should know how their consumers are price conscious and
sale prone before taking any decisions in the context of EDBP (Palazón and Delgado,
2009, p. 311). In order to respond consumers successfully, retailers should understand
the consumer motives regarding with purchase decisions. In this context, retailers
can track their shopping patterns with loyalty cards, online surveys and interviews
(Grewal et al., 2012, p. 3). It is more suitable to offer premiums instead of moderate
discounts regarding with perishable products which are approaching their expiration
dates if the target segment is price conscious (Palazón and Delgado, 2009, p. 311).
On the other hand, moderate discounts may be used for sale prone consumers in order
to lower their perceived risk associated with perishable foods. In addition, it would be
beneficial to adjust discount levels as perishable foods approach their expiration dates.
This strategy may help to motivate price conscious consumers to purchase these
products which are much closer their expiration dates with deep discounts.
Considering not all consumers have the same reactions to sales promotions, it is
crucial to take into account the target segment in conducting promotional
campaigns and the effective tools to attract them (Martínez and Montaner, 2006,
p. 166). In this context, companies should focus younger consumers and consumers
who are less frequently buy their perishable foods and inform them about the attractive
price of perishable foods which they approach their expiration dates with inserts and
using their web sites (Tsiros and Heilman, 2005, p. 127). In addition, by raising
awareness of EDBP through advertisements and in-store displays retailers may
decrease consumers’ search costs (Seiler, 2013, p. 192).
Alford and Biswas (2002) found that highly price conscious consumers are more
likely to search for lower prices regardless of the advertised discount. Thus, offering
low-price guarantee may be an effective strategy to reduce search intentions and
increase likelihood to buy perishable products which approach their expiration dates
with lowest price level (Alford and Biswas, 2002).
In the context of sustainable consumption, discounting perishable as they approach
their expiration dates would reduce product waste and as a result, society would
benefit this strategy as a whole (Tsiros and Heilman, 2005, p. 114). In addition, this
strategy provides consumer to actively participate environment protection by reducing
waste (Theotokis et al., 2012, p. 81). EDBP can also be used as a green marketing
strategy in order to increase green consumers’ attention and as a result green brand
image and green brand equity can be increased (Theotokis et al., 2012, p. 84; Chen,
2010). On the other hand, grocery stores can also benefit from EDBP with promoting
socially responsible image by presenting discounts as an alternative to prevent product
 wastes (Tsiros and Heilman, 2005, p. 127). In addition, this pricing strategy may also Effects of
enhance consumers green satisfaction and eventually green trust in the context of price
sustainable consumption (Chen and Chang, 2013). Moreover, EDBP strategy may
enhance green perceived value and consequently their willingness to purchase
consciousness
perishable foods which they approach their expiration dates (Chen and Chang, 2012).
During economic crises consumers would be more price conscious and they incline
to save more (Grewal et al., 2012, p. 1). Thus, it would be difficult for grocery stores to 801
sell higher priced perishable foods (Campbell, 2013, p. 450). This phenomenon can
provide opportunity for firms to implement EDBP strategy which may help to increase
price conscious customers’ purchase frequency and store loyalty (Kukar-Kinney et al.,
2012, p. 69). In conclusion, to achieve competitive advantage, companies should more
frequently use this relatively new and unknown form of promotional strategy which
provides benefits for both consumers and themselves.
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Limitations and suggestions for future research

There are some limitations of this study. The results of this study are based on a
convenience sample from Turkey. In order to enhance generalizability, future research
should be conducted in different countries and in different regions with larger samples.
The current study used two variable relating with customers purchase intentions
toward EDBP perishable foods. To gain additional insights, future studies should
include other variables that might determine consumers purchase intentions toward
EDBP perishable foods. This study only focussed on EDBP strategy as a promotional
technique. It would be beneficial to compare other promotional strategies with EDBP in
a single study setting to analyze the effectiveness of different promotional techniques.
Cross-sectional research design was used to obtain data. It would be interesting to
conduct longitudinal studies to analyze how the effects of sale proneness and price
consciousness on purchase intentions toward EDBP perishable foods changes over
time. It might be also fruitful to conduct experiment design to understand customer
reactions toward EDBP. In addition, future research requires more depth analyzes to
understand price conscious and sale prone consumers’ the reaction of different discount
levels of perishable foods.

References
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About the author

Dr Faruk Anıl Konuk is an Assistant Professor of Marketing in the Department of Business
Administration, Sakarya University, Sakarya, Turkey. The author’s research interests are related
to consumer behavior and retailing. He has published some articles in International Journal of
Mobile Marketing, Business Systems Review, International Journal of Marketing Studies,
International Journal of Social Sciences and Humanity Studies. Dr Faruk Anıl Konuk can be
contacted at: anil.kon@gmail.com

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