ARCHIVES
VOL. 8, ISSUE 1 (2022)
The impact of sales promotion techniques on consumer purchase intention in FMCG products
Authors
V Vetrivel, P Sasikumar, V Vijayalakshmi, A Gokulakrishnan, M Ruby Evangelin, V Jayanthi
Abstract
Sales promotion is an important factor, it also a vital tool for marketers, and it has constantly is often used to create a competitive advantage, improve sales, and attract new customers and consumer purchase intention. Sales promotion influences the consumer purchase quantity and reduces the time for decision-making. Sales promotion is an immediate purchase encouraging strategy to increase sales or purchase of brands. This paper is investigated of sales promotion tools on consumers purchase intension in FMCG products. The descriptive research designs were used for this study. 613 consumers were approached as a sample size for the research. Descriptive analysis, ANOVA test, and Post- Hoc test were applied to examine the sample, to indicates that which are the attributes those that mostly impact the consumers and examine the linear association between the dependent variable and independent variable. It is observed that the coupon discount, price discount, buy one and get one, and extra quantity offer highly related and influence with the purchase intention of the customers in the purchase of FMCG products.
Download
Pages:23-26
How to cite this article:
V Vetrivel, P Sasikumar, V Vijayalakshmi, A Gokulakrishnan, M Ruby Evangelin, V Jayanthi "The impact of sales promotion techniques on consumer purchase intention in FMCG products ". International Journal of Commerce and Management Research, Vol 8, Issue 1, 2022, Pages 23-26
Download Author Certificate
Please enter the email address corresponding to this article submission to download your certificate.