Deal Proneness in Branded Sports-Footwear Shopping: A Marathwada Research Framework and Transparent Simulation
Main Article Content
Abstract
Purpose: This article develops an evidence-grounded framework for studying deal proneness among purchasers of branded sports shoes in the eight districts of Maharashtra's Marathwada region. Design: The research integrates verified scholarship on transaction utility, price perceptions, promotion benefits, and brand loyalty with the objectives and six hypotheses in the supplied Ph.D. synopsis. Because no original respondent records accompanied that synopsis, the quantitative component is an explicitly synthetic, reproducible methodological demonstration-not a Marathwada consumer survey. A fixed-seed dataset of 1,000 simulated cases, balanced by gender and district, illustrates multi-item reliability, robust multivariable regression, a within-person seasonal-sale vignette, multiplicity adjustment, and interaction sensitivity. Findings: In this constructed dataset, deal-proneness scores are associated with price sensitivity (β = .280), e-commerce-deal exposure (β = .195), sales-period responsiveness (β = .107), and non-monetary deals (β = .188); the assumed brand-loyalty association and gender interaction are not detected in this particular realization. Simulated seasonal purchase intention exceeds regular-period intention by .399 Likert points. These statistics are properties of the programmed data-generating process and provide no evidence of prevalence or effects in Marathwada. Contribution: The article operationalizes the synopsis, separates trait deal proneness from promotional responses, identifies testable measurements, and specifies an ethically defensible field-validation design.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
References
Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the value-conscious consumer: Store brands versus national brand promotions. Journal of Marketing, 65(1), 71–89. https://doi.org/10.1509/jmkg.65.1.71.18132
Bandyopadhyay, N., Sivakumaran, B., Patro, S., & Kumar, R. S. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation. Journal of Retailing and Consumer Services, 61, 102532. https://doi.org/10.1016/j.jretconser.2021.102532
Bawa, K., & Shoemaker, R. W. (1987). The coupon-prone consumer: Some findings based on purchase behavior across product classes. Journal of Marketing, 51(4), 99–110. https://doi.org/10.1177/002224298705100409
Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65–81. https://doi.org/10.1509/jmkg.64.4.65.18071
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334. https://doi.org/10.1007/BF02310555
DelVecchio, D. (2005). Deal-prone consumers’ response to promotion: The effects of relative and absolute promotion value. Psychology & Marketing, 22(5), 373–391. https://doi.org/10.1002/mar.20064
Grand View Research. (n.d.). India athletic footwear market size & outlook, 2030 (2022 base year). Retrieved September 25, 2026, from https://www.grandviewresearch.com/horizon/outlook/athletic-footwear-market/india
Gupta, S. (1988). Impact of sales promotions on when, what, and how much to buy. Journal of Marketing Research, 25(4), 342–355. https://doi.org/10.1177/002224378802500402
India Brand Equity Foundation. (2025, February 21). India’s e-commerce to reach US$550 billion by 2035, driven by Tier II–III demand [Summary of ANAROCK/ETRetail report]. https://www.ibef.org/news/india-s-e-commerce-to-reach-rs-47-64-650-crore-us-550-billion-by-2035-driven-by-tier-ii-iii-demand
Joseph, J., Sivakumaran, B., & Mathew, S. (2020). Does loyalty matter? Impact of brand loyalty and sales promotion on brand equity. Journal of Promotion Management, 26(4), 524–543. https://doi.org/10.1080/10496491.2020.1719953
Lichtenstein, D. R., Netemeyer, R. G., & Burton, S. (1990). Distinguishing coupon proneness from value consciousness: An acquisition–transaction utility theory perspective. Journal of Marketing, 54(3), 54–67. https://doi.org/10.1177/002224299005400305
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234–245. https://doi.org/10.1177/002224379303000208
Neslin, S. A., Henderson, C., & Quelch, J. (1985). Consumer promotions and the acceleration of product purchases. Marketing Science, 4(2), 147–165. https://doi.org/10.1287/mksc.4.2.147
Palazón, M., & Delgado-Ballester, E. (2009). Effectiveness of price discounts and premium promotions. Psychology & Marketing, 26(12), 1108–1129. https://doi.org/10.1002/mar.20315
Yi, Y. (2011). The long-term effects of sales promotions on brand attitude across monetary and non-monetary promotions. Psychology & Marketing, 28(9), 879–896. https://doi.org/10.1002/mar.20416
Zhang, D. J., Dai, H., Dong, L., Qi, F., Zhang, N., Liu, X., Liu, Z., & Yang, J. (2020). The long-term and spillover effects of price promotions on retailing platforms: Evidence from a large randomized experiment on Alibaba. Management Science, 66(6), 2589–2609. https://doi.org/10.1287/mnsc.2019.3316