Consumer Engagement Through Conditional Promotions

This paper investigates consumers' response to conditional promotions (CP) offered in an offline retail store. Using qualitative research inquiry, we decipher the consumer decision-making process by finding linkages between 'pre-cart' and 'post-cart' add-on purchases. Thematic analysis of data (focus groups personal interviews) resulted four themes, i.e. 'Criticality Product Utility,' 'Mode Payments,' 'Loss Aversion Consumers,' 'Inability Think Out-of-Box Consumers.' We add value existing marketing literature relationship products purchased 'pre-cart', i.e., without knowledge CP 'post-cart', defined as added cart avail offer while purchasing Further, find that willingness varies with different relative distances from target purchase (high vs. low) mode payments (cash digital). discuss theoretical managerial implications research.