Book Details


Scarcity Marketing: Impact of Limited-Edition Packaging on Purchase Intentions in The Syrian Market سارة محمد عبد الكريم شاهين الخطيب ؛ شام عبد الرحمن عبد الرحمن ؛ غزل كمال عمارة ؛ إشراف د. سامر عباس

Publication year: 2022

ISBN: Bus00046

Internet Resource: Please Login to download book

The Syrian market have relied on the basic scarcity product tactics, but creativity and uniqueness have become more in need, hence that is what this paper aims at delivering by evaluating the effectiveness of limited-edition packaging as a scarcity product tactic. The purpose of this study is to examine the effect of scarcity messages on the consumer’s purchase intention. Specifically, we explore the effect of LEP’s on the consumer’s purchase intention using limited time, limited quantity and FOMO as moderators. how they affect the purchase intention of consumers, and how the feeling of ‘Fear of Missing Out’ (FOMO) does influence this relationship. For this research, an online questionnaire has been conducted among 306 participants, focused within the context of food and beverages. The results show that there is positive impact of LEPs on consumer purchase intentions, in addition to the positive moderation effect that was founded, strengthening the relationship furthermore.

Subject: Business, Marketing, Scarcity Marketing, Limited-Edition Packaging, Limited-Time, Limited-Quantity, FOMO