Impact of Sales Promotion on Consumer Impulse Purchases in Karachi, Pakistan
31 Pages Posted: 23 May 2019 Last revised: 26 Jun 2019
Date Written: May 7, 2019
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.
Keywords: Retail Market, sales promotion, consumer Impulse purchases, coupons, price discount, buy one get one, and In-store sample
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