Abstract
The present study was conducted to study the possible relationship between four
promotional practices related to sales viz. price discount, sample, buy one get one
free and coupon with impulse buying behaviour of the customers. For ensuring
validity of the results, triangulation was used. Quantitative and qualitative data
was used to test hypotheses and validate respectively. The study was cross
sectional and step wise multiple regression analysis was performed to test the
hypotheses based on primary data collected from customers from different
departmental stores and qualitative study was used to explore and process the
emerging relationship between variables in the quantitative part of the study. The
study concluded that coupon as promotional practice has no significant
relationship with impulse buying behaviour. But buy one get one free, sample and
price discount types of promotional practices had positive and significant
relationship with impulse buying behaviour. Whereas, buy one get one free type of
promotional practice cause little variation in impulse buying behaviour of the
customers. Sample and price discount accounted for large variation the results
imply that for low income countries such as Pakistan (price based) promotional
strategies such as coupons and buy one get one free may not induce perception of
value in customers. The basic value for money perceived by customers is in form
of promotional price cuts and these could induce the customers into buying.
Marketers may need to communicate / educate customers how they could save
more by buy one get one promotion.
Arslan Qaisar, Muhammad Adnan Sial, Kashif Rathour. (2018) Understanding Impulse Buying Behaviour Of Customers Through The Lens Of Different Marketing Related Promotional Practices, Journal of the Punjab University Historical Society, Volume 31, issue 1.
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