Many hypermarkets use in-store promotions as their best retail proposition and marketing strategies to attract more consumers. The study aims to review consumer proneness towards in-store promotions at foreign-based and local-based hypermarkets. In-store promotion is known as marketing or sales promotions at retailer’s location. In Malaysia, the popular foreign-based hypermarkets are Tesco, AEON and Giant while local-based hypermarkets are Econsave and Mydin. The factors including price consciousness, brand loyalty, quality consciousness, impulsiveness, and store loyalty are discussed and their impacts on consumer proneness (price proneness, premium proneness, and contest proneness) towards in-store promotion at foreign-based and local-based hypermarkets are investigated through extensive literature review. The measurement items of selected factors are refined using reliability test. The proposed research framework is significant for further empirical testing as the expected results could help hypermarkets and marketers in in-store promotions.