Scarcity as a promotional technique: impact of ‘Limited Edition’ on consumer purchase intentions

The aim of Master thesis is to evaluate the impact of ‘Limited Edition’ on consumers’ intention to make a purchase in order to create the empirical model of scarcity-based ‘Limited Edition’ promotional technique. This thesis consists of three parts. In order to achieve this aim, in the first part, the analysis of scientific books and articles was carried out in the literature analysis. In this part, the concept of sales promotion and tools, the effect of scarcity and its types and ‘Limited Edition’ impact on consumers’ intention to make a purchase and on companies’ brand are reviewed while analysing classical and nowadays literature. The second part of the thesis presents the qualitative expert interviews and quantitative survey analysis of ‘Limited Edition’ as a scarcity-based promotional technique and its impact on companies’ brand and on consumers’ intention to make a purchase. According to these findings, in the final project part, the problematic aspects of ‘Limited Edition’ release in the Lithuanian market are excluded and possible solutions are offered. Moreover, the model of effective release of ‘Limited Edition’ products in the Lithuanian market is developed. Consequently, conclusions regarding the analysis of literature, qualitative and quantitative research and suggested implementation of the model are provided.