| Abstract [eng] |
Supervisor – dr. Lina Bivainienė Paper prepared – 2022 m. Vilniuje Paper scope – 100 pages Number of tables – 35 Number of images – 3 Number of literature sources - 133 Price discounts and limited time offers are widely studied as one of the key elements in online shops that trigger impulsive consumer behaviour. However, research shows that it is not only external stimuli that influence consumers' intention to make an impulse purchase. It is observed that consumers are less likely to consider and look for alternatives when they see that an offer is given to a brand about which they have formed a certain attitude. When looking at the influence of brand image, it is clearly observed that consumers consider the image of a brand when choosing products and that when they see offers from such brands, it gives them pleasure and satisfaction. Based on this, the main objective of this Master's thesis is to determine how price discounts and limited-time offers affect impulse buying behaviour in the presence of a different brand image. The work consists of three main parts. The fifth part of the thesis is a narrative analysis of the literature, presenting a model of impulse buying and the differences between external and internal stimuli that cause it. It analyses the differences between price discounts and limited time offers. In addition, a literature analysis of the perception of product quality, offer value and brand image is conducted. The second part of the paper builds on the literature analysis in the first part and describes the methodology of the study. The research model is based on the SOR theoretical model. The research design is presented, the constructs and their reliability are indicated. The choice of variables in the study is described in detail and justified. The mean of the sample of respondents is given. The third part of the thesis analyses the empirical research based on the survey results. The survey data was collected using an anonymous survey development platform www.apklausa.lt. The survey results are analysed on the basis of the responses of 244 respondents. A factorial experimental design was used in this paper. Two questionnaires were designed and completed by different groups of respondents. Each questionnaire consisted of a high or a low brand image product and a different offer, either a price discount or a limited time offer. The study found that consumers' impulse buying decisions online are more likely to be influenced by discount offers for lower brand image products and limited time offers for high brand image products. The perception of the value of a high brand image discount offer is found to be higher than that of a low brand image, just as the perception of the quality of a high brand image discount offer is higher than that of a low brand image. However, it allowed to reject one of the hypotheses, as it was shown that, on the contrary, the discount offer of a low-image brand has a greater impact on emotional reactions than the discount offer of a high-image brand. In general, the perception of the value of the offer is stronger in the limited time offer than in the price discount offer, but the perception of the value of the offer is independent of the high brand image brand for the different offers, and the perception of the value of the offer is stronger for the low brand image brand for the price discount offer, but not for the limited time price offer. |
