The effect of consumer's psychographic variables upon deal-proneness

Companies are increasingly attaching more importance to sales promotion within their communication programs. The main reason for the increase in the use of promotions is their immediate effect on the consumers. However, there are some consumers that do not respond to promotions. This study analyses the psychographic traits associated with deal-proneness. A personal survey has been conducted with a sample of 425 individuals who regularly buy package food and cleaning products. In the study, three kinds of deal-proneness are differentiated: proneness towards store flyers, proneness towards coupons and proneness towards in-store promotions. The results prove that there are relationships between some psychographic characteristics of consumers and deal-proneness. In general, price-conscious consumers are deal-prone. However, savings are not the only reason to buy a product on promotion. Deal-proneness is influenced by other aspects as impulsiveness, innovativeness or shopping enjoyment.