Please use this identifier to cite or link to this item:
http://repository.kln.ac.lk/handle/123456789/27995
Title: | Impact of Consumer Sales Promotions on Consumer Impulsive Buying Behavior in Modern Trade Outlets in Western Province, Sri Lanka |
Authors: | Eranga, M. K. Bandara, B. S. S. U. |
Keywords: | Consumer Sales Promotions, Coupon, Free Sample, Guy One Get One, Impulsive Buying Behavior, Loyalty Cards, Price Discounts |
Issue Date: | 2022 |
Publisher: | Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka |
Citation: | Eranga, M. K.; Bandara, B. S. S. U. (2022). Impact of Consumer Sales Promotions on Consumer Impulsive Buying Behavior in Modern Trade Outlets in Western Province, Sri Lanka, 7th Student Research Conference in Marketing (SRCM 2022), Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka. Page 15 |
Abstract: | This study aims to examine the role of consumer sales promotions in influencing consumer impulse buying behavior in supermarkets located in the Western Province of Sri Lanka. A conceptual framework was developed based on a review of the literature. The sales promotion tools investigated include price discounts, free samples, buy-one-get-one-free offers, coupons, and loyalty cards, and their impact on consumer impulsive buying behavior was assessed. Primary data were collected by administering a structured questionnaire to 387 respondents. The questionnaire utilized a five-point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree). The multiple regression model was applied to test the hypotheses. The results indicated that consumer sales promotional tools have a significant impact on consumer impulsive buying behavior, with consumers being more attracted to stores due to these promotions. The research revealed that price discounts are the most effective tool in motivating consumers to make impulsive purchases in supermarkets. Consequently, it is suggested that supermarket authorities should prioritize price discounts, followed by buy-one-get-one-free offers, and then free samples as promotional strategies to encourage increased spending on impulse purchases. |
URI: | http://repository.kln.ac.lk/handle/123456789/27995 |
Appears in Collections: | 7th-2022 |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
SRCM 2022 15.pdf | 13.36 kB | Adobe PDF | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.