Effect of sales promotion on consumer purchasing behavior
Sales promotion tools and methods have been shown to positively impact consumer purchasing behavior, leading to increased purchases in many instances.
The following are empirical studies undertaken in various parts of the globe about the effect of sales promotion on consumer purchasing behavior.
The study explored the influence of sales promotion on impulse buying for retail customers in Western Nepal and India. Specifically, the study addressed the following objectives: to find out the effect of coupons on impulse buying among retail customers in Western Nepal; to determine the effect of price discounts on impulse buying among retail customers in Western Nepal; to establish the effect of buy one get one free on impulse buying among retail customers in Western Nepal; and finally, to examine the effect of sweepstakes on impulse buying among retail customers in Western Nepal (Arpan, 2025).
The target population included all the customers of retail stores in Western Nepal and India. A sample size of 600 respondents was selected to participate in the study. Collection of primary data was done using a questionnaire. The collected data was analyzed using descriptive statistics such as frequency, percentage, mean, and standard deviation. Correlation analysis was used to assess the association between the independent variables, including coupon, discount, buy one get one, and sweepstake, and the outcome variable, that is, impulse buying behavior. Regression analysis was employed to explore the impact of the independent variables on the dependent variable. The results were presented in tables as required (Arpan, 2025).
The results of correlation analysis indicated that buy one get one free had a positive and significant association (0.909) with impulse buying behavior; price discounts had a positive and significant association (0.835) with impulse buying behavior; and coupons had a positive and significant association (0.471) with impulse buying behavior. On the other hand, sweepstakes was found to have a negative association (-0.054) with impulse buying behavior (Arpan, 2025).
The results of regression analysis indicated that the independent variables explained 86.9% of the variance in impulse buying behavior of customers of retail stores in Western Nepal. In particular, the results of regression standardized coefficients indicated that when other factors are held constant: Discount explained 30.5% variance in impulse buying behavior of the target customers; buy one get one free explained 4.1% variance in impulse buying behavior of the target customers, while sweepstakes explained 1.7% variance in impulse buying behavior of the target customers. On the other hand, the results showed that coupons contributed to 0% variance in impulse buying behavior of the target customers (Arpan, 2025).
The study investigated the impact of sales promotion on the buying behavior of women consumers in India. The specific objectives of the study included the following: to establish the effect of discounts on the buying behavior of women consumers; to examine the effect of coupons on the buying behavior of women consumers; to find out the effect of buy one get one on the buying behavior of women consumers; and to assess the effect of free delivery on the buying behavior of women consumers (Mishra & Srivastava, 2024).
The target population included women consumers in India. A sample size of 50 respondents was selected to participate in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics. Regression analysis was used to establish the effect of the predictor variables, including discounts, coupons, buy one get one, and free delivery, on the outcome variable, that is, women purchasing behavior. The results were presented in tables as required (Mishra & Srivastava, 2024).
The results of regression analysis indicated that the independent variables explained 71.9% of the variance in the buying behavior of women consumers. In particular, the results of regression standardized coefficients indicated that when all other factors are held constant, coupons contributed to 39.3% variance in the buying behavior of women consumers, discounts contributed to 43.5% variance in the buying behavior of women consumers, and buy one get one contributed 3.9% variance in the buying behavior of women consumers, while free delivery contributed to 13.2% variance in the buying behavior of women consumers. This means that the sales promotion strategy with the greatest impact on the buying behavior of women consumers was discounts, followed by coupons, free delivery, and lastly, buy one get one (Mishra & Srivastava, 2024).
The study explored the effects of consumer sales promotion and consumer buying behavior in the telecommunication industry in Lagos, Nigeria. In particular, the study sought to achieve the following objectives: to establish the effect of buy one get one free on consumer behavior in the telecommunication industry in Lagos, to determine the effect of price discount on consumer behavior in the telecommunication industry in Lagos, and to find out the effect of sweepstakes and context on consumer behavior in the telecommunication industry in Lagos (Kadiri, 2024).
The target population included consumers of services offered by Lagos telecommunication firms. A sample size of 280 respondents was selected to participate in the study. Data collection was done using a questionnaire. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were employed to analyze the descriptive variables of the study. Regression analysis was carried out to establish the effect of independent variables on consumer behavior in the telecommunication industry in Lagos. The results were presented in tables as required (Kadiri, 2024).
The results of regression analysis indicated that when all other factors are held constant, price discount explained 46.8% variance in consumer behavior in the telecommunication industry in Lagos, and buy one get one free explained 36.5% variance in consumer behavior in the telecommunication industry in Lagos, while sweepstakes explained 1.9% variance in consumer behavior in the telecommunication industry in Lagos. These results imply that the price discount had the greatest impact on consumer behavior, followed by buy one get one free and lastly, sweepstakes (Kadiri, 2024).
The study examined the impact of sales promotion on consumer buying behavior in the apparel business in India. The specific objectives of the study included the following: to determine the effect of discounts on consumer buying behavior, to establish the effect of coupons on consumer buying behavior, and to assess the effect of sales promotion on consumer buying behavior (Mishra et al., 2024).
The target population included consumers of products manufactured by the apparel industry. A sample size of 330 respondents was selected to take part in the study. Primary data was collected using a questionnaire. The collected data was analyzed using descriptive statistics, including frequency and percentages. Pearson’s correlation analysis was employed to determine the relationship between the predictor variables and the outcome variable. In addition, regression analysis was done to establish the effect of sales promotion on consumer purchasing behavior in the target industry. The results were presented in tables as required (Mishra et al., 2024).
The results of correlation analysis indicated that discounts had a positive and significant relationship with consumer buying behavior and that coupons also had a positive and significant relationship with consumer buying behavior. The findings of regression analysis revealed that sales promotion explained 65.2% of the variance in consumer buying behavior (Mishra et al., 2024).
The study focused on the influence of sales promotion strategies on consumer purchase behavior in FMCG firms in Lagos State, Nigeria. Specifically, the objectives of the study included the following: to find out the effect of discounts on consumer purchase behavior in FMCG firms in Lagos State; to establish the effect of coupons on consumer purchase behavior in FMCG firms in Lagos State; to examine the effect of free samples on consumer purchase behavior in FMCG firms in Lagos State; and lastly, to assess the effect of buy one get one free on consumer purchase behavior in FMCG firms in Lagos State (Adurogbola & Onu, 2023).
The target population included staff of selected FMCG firms in Lagos State, Nigeria. A sample size of 6975 was selected to participate in the study. Primary data was collected using a questionnaire. The collected data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Regression analysis was carried out to assess the impact of the predictor variables, including coupon, discount, buy one get one free, and free sample, on consumer purchase behavior in FMCG firms in Lagos State. The results were presented using appropriate tables as needed (Adurogbola & Onu, 2023).
The results of regression analysis indicated that the predictor variables explained 35.1% variance in consumer purchase behavior in FMCG firms in Lagos State. Specifically, the results of regression standardized coefficients indicated that when all other factors are held constant, a discount contributed to 2.8% variance in consumer purchase behavior in FMCG firms in Lagos State, a coupon contributed to 20.7% variance in consumer purchase behavior in FMCG firms in Lagos State, a free sample contributed to 26.5% variance in consumer purchase behavior in FMCG firms in Lagos State, and a buy one get one free offer contributed 23.8% variance in consumer purchase behavior in FMCG firms in Lagos State. These results imply that free samples had the greatest impact on consumer purchase behavior in FMCG firms in Lagos State, followed by buy one get one free, coupons, and lastly, discounts (Adurogbola & Onu, 2023).
The study focused on the promotional tool and consumer purchasing behavior in Calapan City, Philippines. The specific objectives of the study included the following: to determine the effect of buy one get one free on consumer purchasing behavior in Calapan City, to establish the effect of free samples on consumer purchasing behavior in Calapan City, and to find out the effect of price discounts on consumer purchasing behavior in Calapan City (Alcaraz et al., 2022).
The target population included customers of the Pasalubong shop of Calapan City, Oriental Mindoro. A sample size of 380 respondents was selected to participate in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics such as frequency, percentage, mean, and standard deviation. Pearson’s correlation analysis was used to assess the relationship between study variables. Regression analysis was used to explore the effect of independent variables on consumer purchasing behavior in Calapan City. The results were presented in tables as deemed fit (Alcaraz et al., 2022).
The findings of regression standardized coefficients indicated that when all factors are held constant, price discount contributed to 39% variance in consumer purchasing behavior in Calapan City, free sample contributed to 44% variance in consumer purchasing behavior in Calapan City, and buy one get one free contributed to 49% variance in consumer purchasing behavior in Calapan City. This means that buy one get one free had the greatest impact on consumer purchasing behavior in Calapan City, followed by free samples and lastly, price discounts (Alcaraz et al., 2022).
The study explored the effect of sales promotion on purchase decisions by users of the Tokopedia e-commerce platform in Bali, Indonesia. Specifically, the study explored the following objectives: to find out the effect of sales promotion on purchasing decisions among users of the Tokopedia e-commerce platform in Bali; to evaluate the effect of sales promotion on brand image among users of the Tokopedia e-commerce platform in Bali; to determine the effect of brand image on purchasing decisions among users of the Tokopedia e-commerce platform in Bali; and to assess the effect of brand image on purchasing decisions among users of the Tokopedia e-commerce platform in Bali (Arsta & RsiRespati, 2021).
The target population included customers using the Tokopedia e-commerce platform in Bali and Accra, Ghana. A sample size of 120 respondents was selected to participate in the study. Primary data was collected using a questionnaire. Descriptive statistics were used to analyze descriptive variables of the study. Regression analysis was carried out to establish the effect of the independent variables on the dependent variable. The results were presented using tables as required (Arsta & RsiRespati, 2021).
The results of the regression standardized coefficient indicated that when all other factors are held constant: sales promotion contributed to 34% variance in brand image; sales promotion contributed to 56.7% variance in purchase decision; brand image contributed to 35.2% variance in purchase decision; sales promotion contributed to 11.9% variance in purchasing decision with brand image moderating the relationship (Arsta & RsiRespati, 2021).
The study investigated the impact of promotional tools on the performance of FMCG in Karachi, Sindh, Pakistan. The main objectives of the study included the following: to find out the effect of free sample offers on consumer buying behavior of FMCG in Karachi, Sindh; to determine the effect of free coupon offers on consumer buying behavior of FMCG in Karachi, Sindh; to establish the effect of price reductions on consumer buying behavior of FMCG in Karachi, Sindh; and lastly, to assess the effect of buy one get one free on consumer buying behavior of FMCG in Karachi, Sindh (Ali & Muhammad, 2021).
The target population included customers of FMCG in Karachi, Sindh, Pakistan. A sample size of 208 respondents was selected to participate in the study. Data collection was done using a questionnaire. Descriptive statistics such as frequency, percentage, mean, and standard deviation were used to analyze descriptive variables of the study. Regression analysis was used to assess the impact of the independent variables on the outcome variables (Ali & Muhammad, 2021).
The results of regression analysis showed 68% variance in consumer buying behavior of FMCG in Karachi, Sindh (Ali & Muhammad, 2021).
The study focused on the impact of sales promotion on consumer buying behavior in Karachi, Pakistan. Specifically, the study explored the following objectives: to find out the effect of price discounts on consumer buying behavior in Karachi, to establish the effect of coupons on consumer buying behavior in Karachi, to evaluate the effect of free samples on consumer buying behavior in Karachi, and to assess the effect of buy one get one free on consumer buying behavior in Karachi (Hadiya et al., 2020).
The target population included people residing in Karachi, Pakistan. A sample size of 255 respondents was selected to participate in the study. Primary data collection was accomplished using a questionnaire. Descriptive statistics such as frequency, percentage, mean, and standard deviation were used to analyze descriptive variables of the study. Pearson’s correlation analysis was used to explore the relationship between the predictor variables, including price discounts, free samples, coupons, and buy one get one free, and the outcome variable, that is, the buying behavior of customers. Regression analysis was used to examine the effect of independent variables on the dependent variable. The results were presented using graphs, charts, and tables as required (Hadiya et al., 2020).
The results of correlation analysis indicated that the predictor variables, including price discount, coupon, free sample, and buy one get one free, all had a positive and significant relationship with the buying behavior of the target population. The results of regression analysis indicated that the predictor variables contributed to 38.2% variance in the buying behavior of customers in Karachi, Pakistan. In particular, the results indicated that when all other factors are held constant, price discounts contributed to 20.8% variance in the buying behavior of customers in Karachi, and free samples contributed to 24.8% variance in the buying behavior of customers in Karachi, while price discounts contributed to 25.8% variance in the buying behavior of customers in Karachi. On the other hand, the coupon was found to have an insignificant effect on the buying behavior of customers in Karachi (Hadiya et al., 2020).
The study focused on the impact of sales promotion on consumer buying behavior in the garments industry in Pakistan. In particular, the study aimed at achieving the following objectives: to find out the effect of discounts on consumer buying behavior in the garments industry in Pakistan, to determine the effect of coupons on consumer buying behavior in the garments industry in Pakistan, and lastly, to establish the effect of buy one get one free on consumer buying behavior in the garments industry in Pakistan (Khurram et al., 2020).
The target population included the customers of textile products in major cities of Pakistan. A sample size of 110 respondents was selected to participate in the study. A questionnaire was used to collect data from the respondents. Descriptive statistics were used to analyze descriptive variables of the study. Regression analysis was used to find out the effect of the predictor variables on consumer buying behavior. The results established that the predictor variables explained 68.5% variance in consumer behavior in Karachi Sindh FMCG garments industry (Khurram et al., 2020).
The study focused on the influence of consumer sales promotion on purchasing behavior in retailing of consumer goods in Tema, Ghana. In particular, the objectives of the study included the following: to establish the relationship between sales promotion and consumers’ purchasing behavior in retail outlets of consumer goods in Tema; to determine the relationship between customer service and consumers’ purchasing behavior in retail outlets of consumer goods in Tema (Ofosu-Boateng, 2020).
The target population included consumers of goods sold by retail outlets in Tema, Accra, Ghana. A sample size of 220 respondents was selected to participate in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics, including frequency and percentage. Pearson correlation analysis was done to establish the relationship between study variables. The results were presented in tables as deemed fit (Ofosu-Boateng, 2020).
The results of correlation analysis indicated that sales promotion had a positive and significant association with consumers’ purchasing behavior. Also, customer service had a positive and significant association with consumers’ purchasing behavior in the target retail stores (Ofosu-Boateng, 2020).
The study focused on sales promotion and its impact on consumer behavior for retailers in the apparel industry in Delhi, India. The main objectives of the study included the following: to assess the effect of cash discount on consumer buying behavior for retailers in the apparel industry in Delhi; to establish the effect of loyalty discount on consumer buying behavior for retailers in the apparel industry in Delhi; to find out the effect of quantity discount on consumer buying behavior for retailers in the apparel industry in Delhi; to evaluate the effect of coupons on consumer buying behavior for retailers in the apparel industry in Delhi; and to determine the effect of displays on consumer buying behavior for retailers in the apparel industry in Delhi (Saxena et al., 2018).
The target population included customers who shop for apparel products in retail stores in Delhi, India. A sample size of 396 respondents was selected to participate in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics such as frequency, percentage, mean, and standard deviation. Regression analysis was employed to explore the impact of independent variables, including cash discount, loyalty discount, quantity discount, coupons, and displays, on consumer buying behavior in Delhi, India. The results were presented in tables as required (Saxena et al., 2018).
The findings of regression analysis indicated that 51.8% variance in consumer buying behavior in the target population was explained by the independent variables. In particular, the findings revealed that when all other factors are held constant: cash discounts contributed to 1.2% variance in consumer buying behavior in Delhi retail stores; loyalty discounts contributed to 16% variance in consumer buying behavior in Delhi retail stores; quantity discounts contributed to 30.5% variance in consumer buying behavior in Delhi retail stores; coupons contributed to 14.4% variance in consumer buying behavior in Delhi retail stores; while displays contributed to 43.7% variance in consumer buying behavior in Delhi retail stores. These results imply that the sales promotion tool with the greatest impact on consumer buying behavior in Delhi retail stores was displays, followed by quantity discount, loyalty discount, coupons, and lastly, cash discount (Saxena et al., 2018).
The study investigated the impact of sales promotion strategies on consumer buying behavior in ISPs in Lahore, Pakistan. The specific objectives of the study included determining the effect of limits of downloading on consumer buying behavior in ISPs in Lahore, Pakistan; examining the effect of methods of payment on consumer buying behavior in ISPs in Lahore, Pakistan; and lastly, assessing the effect of size of discounts on consumer buying behavior in ISPs in Lahore, Pakistan (Nashit et al., 2018).
The target population included Internet Service Providers (ISPs) operating in Lahore, Pakistan. A sample size of 184 respondents was selected to participate in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics. Correlation analysis was employed to establish the relationship between the independent variable and the dependent variable. Regression analysis was employed to assess the impact of the independent variables, including limits of downloads, methods of payments, and size of discounts, on consumer buying behavior. The results were presented in charts, graphs, and tables as deemed fit (Nashit et al., 2018).
The results of correlational analysis indicated that limits of downloading had a positive and significant relationship (0.435) with consumer buying behavior; size of discounts had a positive and significant relationship (0.222) with consumer buying behavior; and also, method of payment had a positive and significant relationship with consumer buying behavior (Nashit et al., 2018).
The findings of regression standardized coefficients revealed that the limit of downloading contributed to 43.5% variance in consumer buying behavior; the method of payment contributed to 32.7% variance in consumer buying behavior, while the size of discounts contributed to 22.2% variance in consumer buying behavior (Nashit et al., 2018).
The study explored the effects of sales promotion on consumer involvement and purchase intention in the tourism sector in China. The specific objectives of the study were to determine the relationship between sales promotion and consumer involvement in the target industry; to establish the relationship between consumer involvement and purchase intention in the said industry; and lastly, to find out the relationship between sales promotion and purchase intention in the target industry. The target population of the study included customers of Kaohsiung International Travel Fair in China. A sample size of 1000 respondents was selected to participate in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics. The linear structural model was used to assess the relationship between the study variables. The results were presented in tables as required (Chang, 2017).
The results of the linear structural model indicated that sales promotion had a positive and significant relationship with price (0.722) and non-price promotion (0.816); sales promotion had a positive and significant relationship with purchase intention (0.796); sales promotion had a positive and significant relationship with consumer involvement (0.822), while consumer involvement had a positive and significant relationship with purchase intention (Chang, 2017).
The study investigated the impact of promotional tools on consumer buying behavior in Bahawalpur, Pakistan. Specifically, the objectives of the study included the following: to determine the effect of buy one get one free on the buying behavior of customers in Bahawalpur, Pakistan; to find out the effect of coupons on the buying behavior of customers in Bahawalpur, Pakistan; and to determine the effect of physical surroundings on the buying behavior of customers in Bahawalpur, Pakistan (Aurangzeb et al., 2014).
The target population included customers of diverse products located in Bahawalpur, Pakistan. A sample size of 200 respondents was selected to participate in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics such as frequency and percentage. Regression analysis was used to establish the effect of independent variables on the dependent variable. The results were presented in tables as deemed suitable (Aurangzeb et al., 2014).
The results of regression analysis revealed that buy one get one free contributed to 41.4% variance in buying behavior of customers in Bahawalpur, Pakistan; coupons contributed to 6.3% variance in buying behavior of customers in Bahawalpur, Pakistan; while physical surroundings contributed to 16.1% variance in buying behavior of customers in Bahawalpur, Pakistan. These findings imply that the promotional tool with the greatest effect on the buying behavior of customers in Bahawalpur was buy one get one free, followed by physical surroundings and lastly, coupons (Aurangzeb et al., 2014).
The study focused on the influence of promotional tools on consumer buying behavior in the Philippines. The specific objectives of the study included the following: to determine the effect of buy one get one free on consumer buying behavior in the Philippines; to establish the effect of coupons on consumer buying behavior in the Philippines; and to find out the effect of physical surroundings on consumer buying behavior in the Philippines. The target population included students of Polytechnic University of the Philippines. A sample size of 337 respondents was selected to participate in the study. Data collection was done using a questionnaire. Descriptive statistics such as frequency and percentage were used to analyze the descriptive variables of the study. Regression analysis was used to assess the relationship between variables under investigation. The results were presented using tables as deemed fit (Balatucan et al., 2019).
The results of regression standardized coefficients indicated that when all other factors are held constant, buy one get one for free contributed to 36.9% variance in consumer behavior among students of Polytechnic University of the Philippines; coupons contributed to 5.1% variance in consumer behavior among students of Polytechnic University of the Philippines; while physical surroundings contributed to 18.8% variance in consumer behavior among students of Polytechnic University of the Philippines. This means that the buy one get one free promotion tool had the greatest impact on consumer behavior among students of the Polytechnic University of the Philippines, followed by physical surroundings and lastly, coupons (Balatucan et al., 2019).
Citations
Adurogbola, A.M. and Onu, C. (2023). Sales promotion and consumer purchase behavior of selected Fast Moving Consumer Goods firms in Lagos State, Nigeria. Global Scientific and Academic Research Journal of Economics, Business and Management, 2(6), 81-90.
Alcaraz, P.S.M., Umali, M.R.R., Dipasupil, K.J.J., Albarillo, R.M.V., Espiritu, L.M.P., Mendoza, S.I. (2022). The promotional tool and consumer purchasing behavior in Calapan City. American International Journal of Business Management, 5(12), 9-21.
Ali, A. and Muhammad, K. (2021). Impact of promotional tools on consumer buying behavior: a case of the FMCG industry. Journal of Marketing Strategies, 3(1).
Arpan, S. (2025). Unplanned purchases: The influence of sales promotions on impulse buying. Kshitiz Management Review, 1(1), 77-89.
Arsta, I.A.D.P. and RsiRespati, N.N. (2021). The effect of sales promotion on purchase decisions mediated by brand image: study on e-commerce Tokopedia in Bali. American Journal of Humanities and Social Sciences Research, 5(12), 205-215.
Aurangzeb, M, Mehmood, A., Mohi-ud-deen, A., and Ahmad, B. (2014). The impact of promotional tools on consumer buying behavior: a study from Pakistan. Journal of Public Administration and Governance, 4(3).
Balatucan, A.M., Custan, L., and Arnaldo, L.A. (2019). The influence of promotional tools on consumer buying behavior: a study adapted from the Pakistani to the Philippine context. IJARIIE, 5(6).
Chang, A.Y. (2017). A study on the effects of sales promotion on consumer involvement and purchase intention in the tourism industry. EURASIA Journal of Mathematics, Science and Technology Education, 13(12), 8323-8330.
Hadiya, S., Syeda, S.M., and Yawar, A. (2020). The impact of sales promotion on consumer buying behavior. Unpublished Master’s Thesis submitted to the Institute of Business Management, Karachi, Pakistan.
Kadiri, S.S. (2024). Assessing the effects of consumer sales promotion and consumer buying behavior in the telecommunication industry of Nigeria. British Journal of Marketing Studies, 12(1), 28-45.
Khurram, S., Anam, B., Talat, S., Anam, J., and Syeda, M.R.N. (2020). Impact of sales promotion on consumer buying behavior: a case of the garment industry of Pakistan. International Journal of Advanced Research in Engineering and Technology, 11(10), 104-114.
Mishra, A. and Srivastava, A.K. (2024). A study on the impact of sales promotion on the buying behavior of women consumers. Journal of Emerging Technologies and Innovative Research, 11(3).
Mishra, M., Kushwaha, R., and Gupta, N. (2024). Impact of sales promotion on consumer buying behavior in the apparel industry. Cogent Business & Management, 11(1), 1-15.
Nashit, Z., Niazi, A.A.K., and Zafar, U. (2018). Impacts of sales promotion on consumer buying behavior in Pakistan: in the Internet service provider industry. International Journal of Business Marketing and Management, 3(11), 11-19.
Ofosu-Boateng, I. (2020). Influence of consumer sales promotion on consumers’ purchasing behavior of the retailing of consumer goods in Tema, Ghana. Journal of Marketing Management, 8(1), 24-36.
Saxena, K., Sharma, V., Chansoriya, M., and Tiwari, J. (2018). Sales promotion and its impact on consumer behavior. IJARIIE, 4(1).
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