Decoding Consumer Psychology toward Dietary Supplements: A Mediation analysis between Freebies and Brand Loyalty

ABSTRACT The present study ponders a significant type of non-monetary form of sales promotion called freebies. It refers to offering a gift of some worth to the customer along with the product purchased. While prior studies focused primarily on monetary forms of sales promotion, a very minimal number of works were conducted on its counterpart. The study bridges the gap between non-monetary sales promotion and brand loyalty in India and inspects into Generation Z consumer behavior toward dietary supplements. It checks whether a freebie campaign influences perceived quality, customer perceived value and purchase intentions. It also investigates the role of the variables as mediators and inspects whether they play any role between freebies and brand loyalty. Intercept method of data collection is applied for the survey across 388 health-conscious respondents. Regression and mediation analysis present that freebies influence the variables positively and partial mediation exists between the causal and outcome variable.