Indian Journal of Marketing

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Sales Promotion and Impulse Buying Behavior towards Consumer Goods : The Mediating Role of Purchase Intention


Affiliations
1 Department of Business Administration, Faculty of Sciences and Arts, Muhayil Asir King Khalid University, Saudi Arabia
2 Department of Financial and Banking Sciences, Community College – Muhayil Asir King Khalid University, Saudi Arabia
3 Department of Business Administration, College of Business, University of Jeddah, Saudi Arabia
     

   Subscribe/Renew Journal


The purpose of the study was to provide empirical evidence of the purchase intention as a mediator in the relationship between sales promotion and impulse buying behavior of the consumer goods offered by the retailing businesses (hypermarkets, malls, and superstores) in the Kingdom of Saudi Arabia. In this study, the population consisted of the staff members (academicians) working at the King Khalid University in the Tehamat Asir area in the South of the Kingdom. We pretested the questionnaire among 39 academicians. The sample size was set for 220 academicians as reliable shoppers belonging to the University’s academic units spread in different places of Muhayil Asir province, Barig province, and Rejal Alma province. Data were collected using a questionnaire, and only 204 valid and usable questionnaires were analyzed. The results showed that the purchase intention partially mediated the relationship between sales promotion and impulse buying behavior among academicians. This study conclusively showed that the purchase intention served as a construct used by retailers to mediate the relationship between sales promotion and impulse buying behavior of consumer goods. In turn, this might help the retailers design the relevant promotional policies that would urge the consumers’ purchase intention to fall into impulse buying behaviors and promote the retailing business performance.

Keywords

Sales Promotion, Purchase Intention, Impulse Buying Behavior, Consumer Goods, Retailing Business.

Paper Submission Date : January 10, 2022 ; Paper sent back for Revision : May 20, 2022 ; Paper Acceptance Date : October 15, 2022 ; Paper Published Online : February 15, 2023

User
Subscription Login to verify subscription
Notifications
Font Size

  • Abumalloh, R. A., Ibrahim, O. B., Nilashi, M., & Abu-Ulbeh, W. (2018). A literature review on purchase intention factors in e-commerce. In, M. Imran Qureshi (ed.), Technology & society: A multidisciplinary pathway for sustainable development (Vol. 40, pp. 386–398). European Proceedings of Social and Behavioural Sciences. Future Academy. https://doi.org/10.15405/epsbs.2018.05.31

  • Akbar, M. I., Ahmad, B., Asif, M. H., & Siddiqui, S. A. (2020). Linking emotional brand attachment and sales promotion to post-purchase cognitive dissonance: The mediating role of impulse buying behavior. The Journal of Asian Finance, Economics and Business, 7(11), 367–379. https://doi.org/10.13106/jafeb.2020.vol7.no11.367

  • Akhter, S., Rizwan, M., Shujaat, S., & Durrani, Z. (2014). The impact of retail shoes sales promotional activities on ladies' purchase intentions. Journal of Public Administration and Governance, 4(2), 166–178. https://doi.org/10.5296/jpag.v4i2.5843

  • Akram, U., Hui, P., Kaleem Khan, M., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics, 30(1), 235–256. https://doi.org/10.1108/APJML-04-2017-0073

  • Ali, S. F., Aziz, Y. A., Yusuf, R. N., & Imm, N. S. (2019). Evaluation the role of sales promotion in influencing impulse buying behavior: A comparison between international and local tourist at premium outlet in Malaysia. Journal of Tourism, Hospitality and Environment Management, 4(15), 32–43. https://doi.org/10.35631/JTHEM.415004

  • Alimpić, S., Perić, N., & Nikolić, T. M. (2020). Impact of certain sales promotion tools on consumers' impulse buying behavior. Journal of Applied Economic Sciences, 15(1), 45–55. https://doi.org/10.14505/jaes.v15.1(67).03

  • Amara, R. B., & Kchaou, A. S. (2014). The role of sales promotion in inducing impulse purchases. International Journal of Management Excellence, 3(1), 362–372. https://doi.org/10.17722/IJME.V3I1.144

  • Aragoncillo, L., & Orus, C. (2018). Impulse buying behaviour: An online-offline comparative and the impact of social media. Spanish Journal of Marketing - ESIC, 22(1), 42–62. https://doi.org/10.1108/SJME-03-2018-007

  • Asil, H., & Özen, H. (2015). Price related constructs' effects on daily deal buying behavior in Turkey. Journal of Economic and Social Studies, 5(1), 201–218. https://dx.doi.org/10.14706/JEOCSS11514

  • Badgaiyan, A. J., & Verma, A. (2015). Does urge to buy impulsively differ from impulsive buying behaviour? Assessing the impact of situational factors. Journal of Retailing and Consumer Services, 22, 145–157. http://doi.org/10.1016/j.jretconser.2014.10.002

  • Banerjee, S., & Namboodiri, S. (2018). Factors influencing consumer buying behaviour of male skincare products: A study of Mumbai Metropolitan City. Indian Journal of Marketing, 48(11), 23–42. https://doi.org/10.17010/ijom/2018/v48/i11/137983

  • Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169–191. https://dx.doi.org/10.1016/S0022-4359(99)80092-X

  • Bell, D. R., Corsten, D., & Knox, G. (2011). From point of purchase to path to purchase: How preshopping factors drive unplanned buying. Journal of Marketing, 75(1), 31–45. https://doi.org/10.1509/jm.75.1.31

  • Byrne, B. M. (2010). Structural equation modeling with AMOS: Basic concepts, applications, and programming (2nd ed.). Routledge.

  • Chang, A. Y.-P. (2017). A study on the effects of sales promotion on consumer involvement and purchase intention in tourism industry. EURASIA Journal of Mathematics, Science and Technology Education, 13(12), 8323–8330. https://doi.org/10.12973/ejmste/77903

  • Chen, Y., Ding, D., Meng, L., Li, X., & Zhang, S. (2021). Understanding consumers' purchase intention towards online paid courses. Information Development. https://dx.doi.org/10.1177/02666669211027206

  • Cipto, H., & Erdiansyah, R. (2020). The effect of sales promotion, service quality, perceived value on repurchase (Case study of original Levis store in Jakarta). In, Proceedings of the 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020). https://doi.org/10.2991/assehr.k.201209.027

  • De Magistris, T., & Gracia, A. (2008). The decision to buy organic food products in Southern Italy. British Food Journal, 110(9), 929–947. https://doi.org/10.1108/00070700810900620

  • Diallo, M. F. (2012). Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market. Journal of Retailing and Consumer Services, 19(3), 360–367. https://doi.org/10.1016/j.jretconser.2012.03.010

  • Drossos, D. A., Kokkinaki, F., Giaglis, G. M., & Fouskas, K. G. (2014). The effects of product involvement and impulse buying on purchase intentions in mobile text advertising. Electronic Commerce Research and Applications, 13(6), 423–430. https://doi.org/10.1016/j.elerap.2014.08.003

  • Ferrell, O. C., & Hartline, M. D. (2008). Marketing strategy (5th ed.). Thomson/South-Western.

  • Genchev, E., & Todorova, G. (2017). Sales promotion activities – Effective tool of marketing communication mix. Trakia Journal of Sciences, 15(1), 181–185. https://doi.org/10.15547/tjs.2017.s.01.033

  • Gilbert, D. C., & Jackaria, N. (2002). The efficacy of sales promotions in UK supermarkets: A consumer view. International Journal of Retail & Distribution Management, 30(6), 315–322. https://doi.org/10.8/09590550210429522

  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. Pearson.

  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis. New International Edition. Pearson.

  • Haque, A., Anwar, N., Yasmin, F., Sarwar, A., Ibrahim, Z., & Momen, A. (2015). Purchase intention of foreign products: A study on Bangladeshi consumer perspective. SAGE Open, 5(2). https://doi.org/10.1177/2158244015592680

  • Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behavior: Building marketing strategy (11th ed.). McGraw-Hill/Irwin.

  • Heilman, C. M., Nakamoto, K., & Rao, A. G. (2002). Pleasant surprises: Consumer response to unexpected in-store coupons. Journal of Marketing Research, 39(2), 242–252. https://doi.org/10.1509/jmkr.39.2.242.19081

  • Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: A meta-analytic review. Journal of the Academy of Marketing Science, 48, 384–404. https://doi.org/10.1007/s11747-019-00670-w

  • Jain, K., Gautam, S., & Pasricha, D. (2018). The pleasure and the guilt - impulse purchase and post purchase regret: A study of young Indian consumers. Indian Journal of Marketing, 48(3), 49–63. https://doi.org/10.17010/ijom/2018/v48/i3/121984

  • Kalla, S. M., & Arora, A. P. (2011). Impulse buying: A literature review. Global Business Review, 12(1), 145–157. https://doi.org

  • Kaveh, A., Nazari, M., van der Rest, J.-P., & Mira, S. A. (2021). Customer engagement in sales promotion. Marketing Intelligence & Planning, 39(3), 424–437. https://doi.org/10.1108/MIP-11-2019-0582

  • Kotler, P., & Armstrong, G. (2010). Principles of marketing (13th ed.). Pearson Education, Inc.

  • Kotler, P., Keller, K. L., Koshy, A., & Jha, M. (2013). Marketing management – A South Asian perspective (13th ed.). Pearson Education Inc.

  • Kumar, A., Joshi, J., & Brar, V. (2019). Impact of sales promotion on customer purchase intention with respect to organized retail industry. International Journal for Research in Engineering Application & Management, 5(2), 905–913. https://doi.org/10.35291/2454- 9150.2019.0151

  • Mahmoud, T. O. (2018). Impact of green marketing mix on purchase intention. International Journal of Advanced and Applied Sciences, 5(2), 127–135. https://doi.org/10.21833/ijaas.2018.02.020

  • Mat Dawi, N., Namazi, H., & Maresova, P. (2021). Predictors of COVID-19 preventive behavior adoption intention in Malaysia. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.616749

  • Mayasari, D., & Arimbawa, I. G. (2019). The influence of fashion lifestyle, sales promotion, and self image to impulse buying behaviour and customer satisfaction. Journal of World Conference (JWC), 1(1), 58–63. https://doi.org/10.29138/prd.v1i1.58

  • McNeill, L. S., Fam, K. S., & Chung, K. (2014). Applying transaction utility theory to sales promotion – The impact of culture on consumer satisfaction. The International Review of Retail, Distribution and Consumer Research, 24(2), 166–185. https://doi.org/10.1080/09593969.2013.830637

  • Memon, R. H., Kazi, A. G., Zubedi, M. Y., & Ansari, A. (2019). Factors affecting impulse purchase behavior in Hyderabad marketing perspective. International Journal of Entrepreneurial Research, 2(1), 20–24. https://doi.org/10.31580/ijer.v2i1.506

  • Moriarty, M., Petrova, Y., & Mukherjee, R. (2017). The 2017 Global retail development indexAM (GRDI): The age of focus. A.T. Kearney, Inc. https://liye.info/doc-viewer

  • Muruganantham, G., & Bhakat, R. S. (2013). A review of impulse buying behavior. International Journal of Marketing Studies, 5(3), 149–160. https://doi.org/10.5539/ijms.v5n3p149

  • Musadik, S. H., & Azmi, I. A. (2020). The impact of sales promotion on impulse buying behaviour among Muslim credit card holders in Malaysia. International Journal of Modern Trends in Social Sciences, 3(11), 34–49. https://doi.org/10.35631/IJMTSS.311003

  • Nurcaya, I. N., & Rastini, N. M. (2018). Impulse buying behavior on modern retail. Udayana Journal of Social Science and Humanities, 2(2), 101–108. https://doi.org/10.24843/UJoSSH.2018.v02.i02.p06

  • Peng, L., Zhang, W., Wang, X., & Liang, S. (2019). Moderating effects of time pressure on the relationship between perceived value and purchase intention in social E-commerce sales promotion: Considering the impact of product involvement. Information & Management, 56(2), 317–328. https://doi.org/10.1016/j.im.2018.11.007

  • Prastiwi, S. K., & Iswari, P. W. (2019). The roles of trust within information quality and price to engage impulsive buying behaviour to generate customer's repurchase intention: A case of m-commerce in Indonesia (GoFood). KnE Social Sciences, 3(26), 446–462. https://doi.org/10.18502/kss.v3i26.5391

  • Ramadania, R., Ratnawati, R., Juniwati, J., Afifah, N., Heriyadi, H., & Darma, D. C. (2022). Impulse buying and hedonic behaviour: A mediation effect of positive emotions. Virtual Economics, 5(1), 43–64. https://doi.org/10.34021/ve.2022.05.01(3)

  • Ramayah, T., Lee, J. W., & Mohamad, O. (2010). Green product purchase intention: Some insight from a developing country. Resources, Conservation and Recycling, 54(12), 1419– 1427. https://doi.org/10.1016/j.resconrec.2010.06.007

  • Risqiani, R. (2015). Antecedents and consequences of impulse buying behavior. Business and Entrepreneurial Review, 15(1), 1–20. https://doi.org/10.25105/ber.v15i1.2083

  • Santini, F. D., Ladeira, W. J., Sampaio, C. H., & Falcão, C. A. (2015). Perception of value, attractiveness and purchase intention: Revisiting promotion techniques sale. Review of Business Management, 17(57) 1173–1192. https://doi.org/10.7819/rbgn.v17i57.2040

  • Santini, F. D., Sampaio, C. H., Perin, M. G., Espartel, L. B., & Ladeira, W. J. (2015). Moderating effects of sales promotion types. BAR - Brazilian Administration Review, 12(2), 169–189. http://doi.org/10.1590/1807-7692bar2015140057

  • Saptono, L., Soetjipto, B. E., Wahjoedi, & Wahyono, H. (2019). The influence of financial quantitative literacy and subjective numeracy on impulsive consumption with materialism as the mediator variable. Indian Journal of Marketing, 49(10), 23–41. http://doi.org/10.17010/ijom/2019/v49/i10/147563

  • Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior. Prentice Hall.

  • Schwab, K., Sala-i-Martín, X., & Samans, R. (2017). The global competitiveness report 2017- 2018. World Economic Forum. Geneva. http://www3.weforum.org/docs/GCR2017- 2018/05FullReport/TheGlobalCompetitivenessReport2017%E2%80%932018.pdf

  • Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. (7th ed.). John Wiley & Sons Ltd.

  • Sen, S., & Nayak, S. (2019). Influence of materialism on impulse buying among Indian Millennials: Does income matter? Indian Journal of Marketing, 49(12), 47–60. http://doi.org/10.17010/ijom/2019/v49/i12/149110

  • Shahzad, K., Bhatti, A., Islam, T., Javaid, A., & Naqvi, S. M. (2020). Impact of sales promotion on consumer buying behavior: A case of garments industry of Pakistan. International Journal of Advanced Research in Engineering and Technology, 11(10), 104–114. https://doi.org/10.34218/IJARET.11.10.2020.010

  • Shamsi, M. S., & Khan, M. A. (2018). Impact of sales promotion on consumer behavior: An analytical study of readymade garments and footwear segments. Al-Barkaat Journal of Finance & Management, 10(1), 94–102. https://doi.org/10.5958/2229-4503.2018.00008.5

  • Sharma, P., Gupta, S., & Kapoor, D. (2020). Digital marketing and consumer millennials: A comparative study of men, women, and transgender consumers' buying behaviour in Punjab. Indian Journal of Marketing, 50(3), 47–57. http://doi.org/10.17010/ijom/2020/v50/i3/151029

  • Shrestha, S. K. (2018). Customer impulse buying behavior in Kathmandu. Journal of Nepalese Business Studies, 11(1), 70–75. https://doi.org/10.3126/jnbs.v11i1.24204

  • Stankevich, A. (2017). Explaining the consumer decision-making process: Critical literature review. Journal of International Business Research and Marketing, 2(6), 7–14. https://doi.org/10.18775/jibrm.1849-8558.2015.26.3001

  • Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26(2), 59–62. https://doi.org/10.1177/002224296202600212

  • Teck Weng, J., & Cyril de Run, E. (2013). Consumers' personal values and sales promotion preferences effect on behavioural intention and purchase satisfaction for consumer product. Asia Pacific Journal of Marketing and Logistics, 25(1), 70–101. http://doi.org/10.1108/13555851311290948

  • Tendai, M., & Crispen, C. (2009). In-store shopping environment and impulsive buying. African Journal of Marketing Management, 1(4), 102–108. https://doi.org/10.5897/AJMM.9000045

  • The Saudi General Authority for Statistics. (2019). Saudi census. https://www.stats.gov.sa/en

  • Verhagen, T., & van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), 320–327. https://doi.org/10.1016/j.im.2011.08.001

  • Verplanken, B., & Sato, A. (2011). The psychology of impulse buying: An integrative self-regulation approach. Journal of Consumer Policy, 34, 197–210. http://doi.org/10.1007/S10603-011-9158-5

  • Weerathunga, A. K., & Pathmini, M. G. (2015). Impact of sales promotion on consumer's impulse buying behavior (IBB): Study in supermarkets in Anuradhapura City. In, Third International Research Symposium of Rajarata University of Sri Lanka. http://doi.org/10.13140/RG.2.1.2963.1123

  • Wu, J.-J., & Chien, S.-H. (2019). Impulsive purchase, approach - Avoidance effect, emotional account influence in online-to-offline services. Journal of Advances in Information Technology, 10(2), 35–40. https://doi.org/10.12720/jait.10.2.35-40

  • Wu, P. C., Yeh, G. Y-Y., & Hsiao, C.-R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30–39. http://doi.org/10.1016/j.ausmj.2010.11.001

  • Wu, S.-I., & Lo, C.-L. (2009). The influence of core-brand attitude and consumer perception on purchase intention towards extended product. Asia Pacific Journal of Marketing and Logistics, 21(1), 174–194. http://doi.org/10.1108/13555850910926317

  • Xu, Y., & Huang, J.-S. (2014). Effects of price discounts and bonus packs on online impulse buying. Social Behavior and Personality: An International Journal, 42(8), 1293–1302. http://doi.org/10.2224/sbp.2014.42.8.1293

  • Zhou, H., & Gu, Z. (2015). The effect of different price presentations on consumer impulse buying behavior: The role of anticipated regret. American Journal of Industrial and Business Management, 5(1), 27–36. http://doi.org/10.4236/ajibm.2015.51004/10.1177/097215091001200109


Abstract Views: 326

PDF Views: 0




  • Sales Promotion and Impulse Buying Behavior towards Consumer Goods : The Mediating Role of Purchase Intention

Abstract Views: 326  |  PDF Views: 0

Authors

Farah Yasin Abdelkhair
Department of Business Administration, Faculty of Sciences and Arts, Muhayil Asir King Khalid University, Saudi Arabia
Mamoun Yaseen Babekir
Department of Financial and Banking Sciences, Community College – Muhayil Asir King Khalid University, Saudi Arabia
Sara Suliman Mudawi
Department of Financial and Banking Sciences, Community College – Muhayil Asir King Khalid University, Saudi Arabia
Al. Beisani Abiad
Department of Business Administration, College of Business, University of Jeddah, Saudi Arabia

Abstract


The purpose of the study was to provide empirical evidence of the purchase intention as a mediator in the relationship between sales promotion and impulse buying behavior of the consumer goods offered by the retailing businesses (hypermarkets, malls, and superstores) in the Kingdom of Saudi Arabia. In this study, the population consisted of the staff members (academicians) working at the King Khalid University in the Tehamat Asir area in the South of the Kingdom. We pretested the questionnaire among 39 academicians. The sample size was set for 220 academicians as reliable shoppers belonging to the University’s academic units spread in different places of Muhayil Asir province, Barig province, and Rejal Alma province. Data were collected using a questionnaire, and only 204 valid and usable questionnaires were analyzed. The results showed that the purchase intention partially mediated the relationship between sales promotion and impulse buying behavior among academicians. This study conclusively showed that the purchase intention served as a construct used by retailers to mediate the relationship between sales promotion and impulse buying behavior of consumer goods. In turn, this might help the retailers design the relevant promotional policies that would urge the consumers’ purchase intention to fall into impulse buying behaviors and promote the retailing business performance.

Keywords


Sales Promotion, Purchase Intention, Impulse Buying Behavior, Consumer Goods, Retailing Business.

Paper Submission Date : January 10, 2022 ; Paper sent back for Revision : May 20, 2022 ; Paper Acceptance Date : October 15, 2022 ; Paper Published Online : February 15, 2023


References





DOI: https://doi.org/10.17010/ijom%2F2023%2Fv53%2Fi2%2F172631