Author : Aisha Ismail
Publisher :
ISBN 13 :
Total Pages : 31 pages
Book Rating : 4.:/5 (13 download)
Book Synopsis Impact of Sales Promotion on Consumer Impulse Purchases in Karachi, Pakistan by : Aisha Ismail
Download or read book Impact of Sales Promotion on Consumer Impulse Purchases in Karachi, Pakistan written by Aisha Ismail and published by . This book was released on 2019 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.