An investigation of consumers' exploratory tendencies as motivators of their responsive behaviour to deals

An understanding of the motivators of consumer deal redemption behaviour is expected to enable marketers to use deals more effectively. In this study, consumers' exploratory tendencies (CET) have been assessed as potential motivators of proneness to eight types of deals, during the purchase of shampoo and refrigerator—two product categories. Consumers showed varying proneness to different types of deals depending on the type of exploratory tendency that they needed to satisfy and the type of good that was on sale. These findings can enable marketers to choose the most appropriate type of deal to achieve their sales target.