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    The Impact of Store Deals on Consumer Satisfaction: The Mediating Role of Value Consciousness
    (IGI Global, 2025) Sahin, Aysun; Elçi, Meral; Sahin, Azize
    This study aimed to examine the direct impact of store deal proneness on value consciousness and consumer satisfaction, alongside the mediating effect of value consciousness within these dynamics. Data were collected with an online survey from grocery store consumers in Turkey, and the proposed relationships were analyzed via partial least squares structural equation modeling (PLS-SEM) utilizing a sample comprising 500 Turkish consumers who demonstrate deal proneness and a preference for private labels. The findings reveal that store deal proneness positively affects consumers’ value consciousness and satisfaction. Moreover, value consciousness has a positive effect on consumer satisfaction and has a mediating role in the relationship between store deal proneness and satisfaction. The present research provides valuable managerial insights for enhancing consumer satisfaction. The study findings will contribute to retailers developing effective, value-driven strategies by emphasizing store deals that shape consumers’ value consciousness and overall satisfaction. © 2025 Elsevier B.V., All rights reserved.