Impact of Sales Promotion on Consumer Impulse Purchases in Karachi, Pakistan PDF Download
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Author: Aisha Ismail
Publisher:
ISBN:
Category :
Languages : en
Pages : 31
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Book Description
The purpose of this study was to examine the impact of sales promotion on consumer's impulse purchases in retail industry in Karachi, Pakistan. The study also aims to identify the impact of the most reliable sales promotional tools i.e., (free-sample, buy one get one, price discount, and coupons). A sample size of 200 respondent were surveyed through questionnaires that were filled through electronically and manually. The data was analyzed using CFA (Confirmatory Factor Analysis) and SEM (Structural Equation Modeling) for testing hypothesis. The results suggested that the impact of sales promotional tools has positive effect on consumer impulse purchases. They are attracted more to the store by these offerings especially price discount and buy one get one as compared to other means. This study would help retailers to make sales promotion a more effective way to gage consumers by attracting them to most worthy offer. Moreover, retailers can plan better for competitiveness and make more profit on short term basis.
Author: Aisha Ismail
Publisher:
ISBN:
Category :
Languages : en
Pages : 31
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Book Description
The purpose of this study was to examine the impact of sales promotion on consumer's impulse purchases in retail industry in Karachi, Pakistan. The study also aims to identify the impact of the most reliable sales promotional tools i.e., (free-sample, buy one get one, price discount, and coupons). A sample size of 200 respondent were surveyed through questionnaires that were filled through electronically and manually. The data was analyzed using CFA (Confirmatory Factor Analysis) and SEM (Structural Equation Modeling) for testing hypothesis. The results suggested that the impact of sales promotional tools has positive effect on consumer impulse purchases. They are attracted more to the store by these offerings especially price discount and buy one get one as compared to other means. This study would help retailers to make sales promotion a more effective way to gage consumers by attracting them to most worthy offer. Moreover, retailers can plan better for competitiveness and make more profit on short term basis.
Author: Irfan Sabir
Publisher: GRIN Verlag
ISBN: 3668048908
Category : Business & Economics
Languages : en
Pages : 82
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Book Description
Master's Thesis from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 3.5, , language: English, abstract: Currently all the businesses are facing cut throat competition and companies and retailers are using different components of store atmospherics to attract the customers and to get competitive edge in the market by differentiating themselves from their competitors and consequently to be successful in the market. Current research is among very few on the components of store atmospherics and Impulse Buying in Pakistan. It will be helpful for producers, retailers and marketers by providing them roadmap to develop different strategies to increase sales and ultimately getting a larger market share by influencing buying decision making process of the consumers. Quantitative research approach has been used in this study and data has been collected through survey research method in which adapted questionnaire is used as instrument of survey. The sample size was 600 consisting of different cities (Islamabad, Lahore, Okara, Sahiwal, Pakpattan, Arifwala and Multan). Research data has been analyzed by applying descriptive statistical techniques through SPSS software. Descriptive statistics, pie graphs, scatter diagram, correlation and linear regressions tests have been applied to draw the results of the study. Results of the study have shown that the questionnaire is reliable to measure the constructs. Correlation values show that store layout, point of purchase displays, atmospherics and human factors have positive moderate correlation with impulse buying behavior. The results of regression analysis have shown that store layout, point of purchase displays, atmospherics and human factors have significant impact on impulse buying behavior. The study has some limitations as well; data has been collected through adapted questionnaire although there are other instruments as well to measure the constructs. In this study mere quantitative research approach has been used, while a mixed method approach can also be used to measure the constructs. The study has been conducted in only seven cities of Pakistan therefore it will be difficult to generalize the results of the study.
Author: Mukaram Khan
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
Rapidly changing market conditions and the competitiveness of market players is forcing the “all what you need one roof retail concept” businesses to look for various tactics to attract as well as retain customers through a number of sale promotion strategies. For that matter, this study tests the impact of various sale promotion strategies and its impact of consumer buying behavior. In order to do so, a quantitative research strategy has been followed, where the sample of 297 was collected by selecting walk-in customers at 25 supermarkets/hypermarkets in Lahore (Pakistan). Novelty of this study is the fact that, Modern Trade (MT) segment is being targeted only, MT refers to those retail stores who have an area of at least 1 Kannal (5445 sqft), have their own electronic billing system and trolley system. MT is further categorized in to Local Modern Trade (LMT) and International Modern Trade (IMT). Analysis through correlation and regression modeling help to conclude that buy one get one free, price discounts and coupons are positively related with consumer buying behavior, whereas, free samples and bonus packs are not significantly related with the dependent variable.
Author: Jayaraman Munusamy
Publisher: LAP Lambert Academic Publishing
ISBN: 9783838397092
Category : Consumer behavior
Languages : en
Pages : 112
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Book Description
Retailers have long realized the power of impulse buying, which had contributed a significant amount of revenue to their coffers. The topic has received substantial attention in the marketing literature, yet little is known about the factors that affected impulse buying among Malaysian especially in the Shopping Malls. This study examined the role of customer service, store environment, sales promotion, store communication and consumer mood in influencing impulse buying. The results of this study showed that customer service, store environment and consumer mood have significant positive relationship with impulse buying among the consumers who shop at the Shopping Malls. While the impact of sales promotion is insignificant and store communication has a negative impact on impulse buying. These findings suggests several important implications to the owners of the local retail outlets at the shopping malls in Klang Valley in Malaysia.
Author: Mahshid Omid
Publisher:
ISBN:
Category :
Languages : en
Pages : 83
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Book Description
Although past research demonstrates that a significant percentage of impulsive purchases come from sales promotions, no studies to date have examined the psychological mechanisms leading to this influence. To better understand the role of sales promotions in impulse buying situations, this dissertation aims to address this critical gap. To this end, first of all, we investigate cognitive-affective-behavioural processes underlying the influence of sales promotions on impulsive purchases. Further, we examine the moderating role of sales promotions category on these processes. Finally, we study how these processes differ among consumers with different personality traits. This dissertation adopts a cognitive-affective approach to impulse buying. It claims that cognitive deliberation also plays a mediating role between external stimuli and impulse buying behaviour, although affective reactions would have more influence. Emotions towards promotions are defined in terms of subjective feeling states experienced by consumers at a given point of time towards a promotion. Clusters of emotions with the same polarity are referred to as either positive or negative promotion affect. Promotion cognition is defined as the evaluative meaning of a sales promotion in terms of the benefits that can be derived out of it with the purchase of the promoted product. We investigate the mediating role of promotion affect and promotion cognitions in impulse buying process of promoted products. We also examine the relevance of the construct of promotion affect by studying whether promotion affect and promotion cognition play complementary or redundant roles in predicting consumer impulsive behaviour. Our results reveal that two separate coexisting mechanisms, affect transfer and cognitions, are the underlying foundations of impulse buying decisions of promoted products. Consistent with the Appraisal theory, cognitive evaluation of the benefits of a promotion prompts consumer affective responses. This promotion affect in turn mediates the influence of promotion cognitions on consumer impulse buying behaviour. Past research finds that consumer impulsive responses to promotions differ from a sales promotion category to other. However, the cause underlying this difference is still understudied in the literature. This dissertation aims to address this gap. It attributes this difference to the fact that psychological antecedents vary between purchases of products promoted with different types of promotions. Therefore, it examines the moderating role of sales promotion category on the process of impulse buying. The results confirm this role. They demonstrate that impulsive purchase of a product promoted by a non-monetary sales promotion is an all pleasure act; hedonic promotion cognitions and positive promotion affect that consumers experience have a significant influence on their impulsive purchase. On the other hand, in the case of monetary sales promotions, consumers make a cost-benefit evaluation where they also consider their utilitarian cognitions and negative affect that they may experience towards the sales promotion. The role of consumer personality traits is emphasized in both the impulse buying and behavioural pricing literature. To contribute to this understanding, this dissertation investigates the role of consumer personality traits in cognitive-affective triggers of impulsive promotional responses. Two consumer personality traits related to consumers' attention and reaction to sales promotions and their propensity to make impulsive purchases are buying impulsiveness trait and deal-proneness trait. The results confirm that these traits influence affect and cognition that consumers experience towards promotions. They also moderate the process of impulse buying. Moreover, the results of our analysis about the relationship between buying impulsiveness and deal-proneness traits show that although both traits result in increased buying urges and impulsive purchases, they differ in focus and underlying affective and cognitive reactions. Impulsive consumers make impulsive purchases due to their strong reward seeking tendency, whereas the impulsive purchase of deal-prone consumers is a deliberative act of self-indulgence to gain from utilitarian benefits of promotional offers. This dissertation makes important contributions to the behavioural pricing and impulse buying literature. Our results demonstrate how sales promotions encourage consumers to purchase on impulse. We also confirm that promotion affect is a previously overlooked standalone predictor of consumer promotional responses. Moreover, sales promotion category and consumer personality traits are found to moderate cognitive-affective-behavioural triggers of impulsive promotional purchases. Finally, managerial implications are provided and it is discussed how to manipulate sales promotion characteristics in order to encourage impulsive purchases across consumers with different levels of buying impulsiveness and deal-proneness traits. Keywords: Buyer behaviour, Impulse buying, Sales promotion, Emotional response, Promotion affect, Cognitive response, Promotion Cognition, Buying impulsiveness trait, Deal-proneness trait.
Author: Syed Salman Qadri
Publisher: GRIN Verlag
ISBN: 334653622X
Category : Business & Economics
Languages : en
Pages : 28
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Book Description
Academic Paper from the year 2021 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: B, , course: Marketing, language: English, abstract: Regardless of the way that the cosmetic products organisations go through lot of cash to uncover buyers through various kinds of attractive advertising. Advertising is for the most part used for promoting products. The objective of this study is to discover the promoting effects on the buyer's purchasing decisions concerning cosmetic products in Karachi city. Customer demeanour and other related social changes may happen because of the impact of various kinds of advertisement exceptionally on cosmetic products adverts. This was done by using distributed questionnaires in all 7 districts of Karachi city as a sample, and receiving 200 complete questionnaires from respondents. Data was analysed by using different statistical techniques such as descriptive, correlation, and regression analysis.
Author: Sana Hussain
Publisher:
ISBN:
Category :
Languages : en
Pages : 24
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Book Description
This study was aimed to understand and assess the role of store environment, impulsive buying personality traits, impulsive buying tendency, and urge to buy on impulsive buying. Data was collected from 250 respondents and analyzed using Structural Equation Modeling technique, findings suggested that impulse buying was positively associated with impulse buying tendency, impulsively personality trait and urge to buy. The most important finding of the study is the insignificant effect of store environment on consumers that are instinctive buyers. The study also suggests that impulsive traits of the consumer directly lead to impulse buying. It actually don't need some drive such as store environment that would stimulate their impulse buying tendency. However, this study didn't find any effect of demographic variables (gender and income) on impulse buying tendency. The overall store environment has insignificant effect on consumer impulse purchase but different attributes such as cleanliness and arrangement of product has relative impact on impulse buying that's why the retailers should focus on store environment elements such as crowd, sales employee, entertainment, lighting, aroma and display etc. to stimulate impulse buying. This study confirmed the role of personality in encouraging impulse buying at retail outlets. Marketers should identify ways to reach out open ended and extrovert people to target their promotional offers.
Author: Tung Moi Chiew
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 126
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Book Description
Author: Worakamol Wisetsri
Publisher: Taylor & Francis
ISBN: 1040045944
Category : Education
Languages : en
Pages : 454
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Book Description
Emerging Trends in Smart Societies: Interdisciplinary Perspectives” captures the essence of the groundbreaking initiative heralded by the inaugural International Conference on Humanities for Smart Societies 2023 (HMSS 23). This milestone event convenes a global cohort of scholars, policymakers, and thinkers, transcending geographical confines via a pioneering virtual platform. The book crystallizes the convergence of diverse disciplines – from humanities to management – fostering an exchange of innovative ideas vital for sustainable, digitally transformed societies. By orchestrating cross-disciplinary dialogues, this anthology unveils novel solutions and holistic approaches to contemporary challenges.
Author: Tat Huei Cham
Publisher:
ISBN:
Category :
Languages : en
Pages : 16
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Book Description
Consumers' purchasing behaviors and their post-purchase outcomes are considered a significant aspects of consumer research. It was acknowledged that accessing consumers' purchasing behavior can have great impact on business profitability and sustainability in the long run. Hence, the aim of this study is to identify and highlight the importance of customer characteristics and marketing stimuli (e.g. product packaging, broad assortment, prominent display and price promotion) on customers' purchase behavior towards Ready-to-Drink (RTD) products in the Malaysian context. A total of 380 customers from across several hypermarkets in Klang Valley, Malaysia completed the survey questionnaire. The data collected was further analyzed with SEM-AMOS. Findings from the structural analysis indicated that customer characteristic and the elements in marketing stimuli (price promotion, prominent display, broad assortment and product packaging) have significant positive direct effect on consumer impulse purchase behavior.
