Impact of Sales Promotional Tools on Purchase Intention
Author(s)
Qasim irshad , Muhammad Rizwan , Kashif Ali , Muhammad Nadir , Muhammad Ejaz ,
Download Full PDF Pages: 36-49 | Views: 473 | Downloads: 120 | DOI: 10.5281/zenodo.3404484
Abstract
Sales promotion is important area for researching because it provides information and knowledge that which promotional technique is performing in a better way and how can any marketer compete and gain competitive advantage by using the promotional tools in the market and for the enhancement of sale. The main aim of the research was checking the weight of sales promotion on purchase intention of the students of university. Exclusively, we choose Islamia University of Bahawalpur (IUB) as study location. We have selected 150 respondents for sampling. We have gathered the data through questionnaires that we administered in university. The result shows that attitude towards price discount and free sample have considerable encouraging affiliation amid (β= 0.239) and (p < 0.01), (β= 0.193) and (p < 0.05) respectively. Regression results institute that price discount and free sample explained 25% and 16% variance inside purchase intention respectively. The findings of our study can become helpful for the marketers to recognize the types of promotions that considerably manipulate purchase intention of the respondents. Thus, this study can help the marketers in making plans for becoming supplementary competitive and get distinctive reward
Keywords
Purchase Intention, Price Discount, Free Sample, In-store Display, University students
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