OFFER TO BUY: THE EFFECTIVENESS OF SALES PROMOTIONAL TOOLS TOWARDS PURCHASE INTENTION

Tehmina Fiaz Qazi, Sumaira Muzaffar, Abdul Aziz Khan and Abdul Basit
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Tehmina Fiaz Qazi: Hailey College of Banking and Finance, University of the Punjab, Lahore, Pakistan
Sumaira Muzaffar: Institute of Business and Management, University of Engineering and Technology, Lahore, Pakistan
Abdul Aziz Khan: Institute of Business and Management, University of Engineering and Technology, Lahore, Pakistan
Abdul Basit: Lahore Institute of Science & Technology, Lahore, Pakistan

Bulletin of Business and Economics (BBE), 2021, vol. 10, issue 3, 33-42

Abstract: This research is determined to empirically test relationships of sales promotional tools i.e. price discount samples coupons demonstration/free tasting consumer contest premium and buy back allowance towards consumer’s purchase intention. Moreover, this research transmits certain guidance to FMCG marketers regarding the optimal effective tool among others which may be considered while formulating marketing strategies. Quantitative paradigm of research philosophy has been followed in this research and overall research design envisions on literature review, whereas, data collection has been conducted through field survey based on FMCG respondents (consumers) in IMTs and LMTs of Lahore, Pakistan. Structural Equation Modeling (SEM) is been deployed as technique of data analysis using ADANCO 2.0.1. Results indicated that all seven promotional tools have positive relationships towards consumer purchase intention, while price discount has the strongest one. This research extended frontiers of existing conceptual framework of sales promotional tools. As contextual contribution three additions have been made after exploring theoretical foundations and empirical testing i.e. sample, demonstration/free tasting and coupons.

Keywords: Purchase Intention; Promotional Tools; Sales (search for similar items in EconPapers)
Date: 2021
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