The moderating role of price consciousness on the acceptance of price discounts in Book Stores retailing Siti Hajar Md. Jani,Afizan Amer,Irwan Ibrahim, Hasman Abdul Manan,Nur Syahidah Jaafar 1 Faculty of Business Management, Universiti Teknologi MARA, Shah Alam, MALAYSIA Universiti Teknologi MARA, N.Sembilan, MALAYSIA sitihajar@ns.uitm.edu.my afizanamer@salam.uitm.edu.my irwan623@salam.uitm.edu.my hasman4697@salam.uitm.edu.my Abstract In recent years the increasing relevance of consumer promotions is exemplified by the increased budget allocated to marketing communications by many organizations .Every organization wants to increase the sale of goods that they deal in. Price discounts are popular because they stimulate immediate purchase of the promoted product, resulting in a sharp sales spike. Their effects are observable and measurable, and, because they often increase store traffic, they may support manufacturers' relationships with retailers, ensuring that a brand is well stocked and has adequate shelf space. All these measures normally motivate the customers to buy more and thus, it increases sales of the product. This approach of selling goods is known as “Sales Promotion”. The paper attempts to probe deeper into the effects of discounts and freebies.The paper attempts to probe deeper into fill this gap in knowledge about consumer responses to sales promotions incorporating price consciousness in the analysis. Although consumers' level of price consciousness has been extensively discussed, there is limited research to date examining its moderating effect on the effectiveness of promotional actions (Choi and Kim, 2007 ; Kukar-Kinney et al., 2007 ). To accomplish this objective, the paper need to analyze the responses of more and less price conscious consumers to price discounts and across different benefit levels.