The Effect of Sales Promotion Techniques on Consumers’ Purchase Intentions Applied on Hyper Markets
| المصدر: | المجلة العلمية للدراسات التجارية والبيئية |
|---|---|
| الناشر: | جامعة قناة السويس - كلية التجارة بالاسماعيلية |
| المؤلف الرئيسي: | Samir, Avrossina Youssef (Author) |
| مؤلفين آخرين: | Elsamadicy, Ahmed Moussa (Advisor) , Negm, Eiman Medhat (Advisor) |
| المجلد/العدد: | مج14, ع4 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2023
|
| الشهر: | أكتوبر |
| الصفحات: | 1328 - 1363 |
| ISSN: |
2090-3782 |
| رقم MD: | 1504871 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Sales Promotions | Price Discounts | Free Samples | Buy One Get One Free | Loyalty Points | Consumers’ Purchase Intentions and Hypermarkets
|
| رابط المحتوى: |
عدد مرات التحميل
1
| المستخلص: |
Consumers recently have significantly changed their way of buying and have become more demanding than ever before. Sales promotion is one of the key elements that marketers have used in the past to meet the changing needs of the customer and the market. Hyper markets are frequent users of sales promotions techniques such as price discounts, free samples, buy one get one free and loyalty points to influence the consumers purchase intention. This paper focusses on both priced and non-priced promotions that influence the consumers’ purchase intention. A quantitative research methodology is used in this paper, an online questionnaire was constructed and distributed to the selected sample for completion. The results proved that price discounts, free samples and buy one get one free have an impact on consumers’ purchase intentions. However, loyalty points do not have an impact on the consumers’ purchase intentions. A variety of recommendations are made regarding the need for future research in this topic. |
|---|---|
| ISSN: |
2090-3782 |
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