Simulation of Sales Promotions Towards Buying Behavior Among University Students
Simulation of Sales Promotions towards Buying Behavior
Among University Students
Abstract
The purpose of this study was to examine the influence of sales promotion on buying behavior among university students. Specifically, Kongunadu Arts and Science College was chosen as study location. The research data was collected from 171 respondents. The data were collected using self-administrated questionnaires. This study found that there was no significant difference between gender and buying behavior (t = -1.003, p > 0.05). There were significant relationship between attitude towards price discounts (r = 0.372, p < 0.01), coupons (r = 0.270, p < 0.01), free samples (r = 0.256, p < 0.01) and "buy-one-get-one-free" (r = 0.338, p < 0.01) with buying behavior. Results of Hierarchical Multiple Regression found that of the four variables, price discount (ß = 0.256) was more influential that of buy-one-get-one free (ß = 0.183), coupon discounts (ß = 0.014) and free samples (ß = 0.040). The findings of this study would help marketers to understand the types of promotion that significantly influence buying behaviour of the respondents. Hence, this could help marketers in their marketing planning to become more competitive and gain profit.
Keywords: Sales promotion. Buying behavior. University students
1. Background of Study
Many purchase situations are so habitual that consumers conduct very little cognitive activity (Wathieu & Murre, 2007). In such cases, it is hard to motivate behaviors such as brand svwtching or increases in the number of units purchased. One of the advantages of promotions is that they can stimulate consumers to think and evaluate brands and purchase possibilities when they otherwise may not have. Therefore, many marketers and retailers utilize different kinds of promotion tools and strategies in order to understand the preference of consumers and boost their sales. Normally, sales may attract more customers spend their money,
Among University Students
Abstract
The purpose of this study was to examine the influence of sales promotion on buying behavior among university students. Specifically, Kongunadu Arts and Science College was chosen as study location. The research data was collected from 171 respondents. The data were collected using self-administrated questionnaires. This study found that there was no significant difference between gender and buying behavior (t = -1.003, p > 0.05). There were significant relationship between attitude towards price discounts (r = 0.372, p < 0.01), coupons (r = 0.270, p < 0.01), free samples (r = 0.256, p < 0.01) and "buy-one-get-one-free" (r = 0.338, p < 0.01) with buying behavior. Results of Hierarchical Multiple Regression found that of the four variables, price discount (ß = 0.256) was more influential that of buy-one-get-one free (ß = 0.183), coupon discounts (ß = 0.014) and free samples (ß = 0.040). The findings of this study would help marketers to understand the types of promotion that significantly influence buying behaviour of the respondents. Hence, this could help marketers in their marketing planning to become more competitive and gain profit.
Keywords: Sales promotion. Buying behavior. University students
1. Background of Study
Many purchase situations are so habitual that consumers conduct very little cognitive activity (Wathieu & Murre, 2007). In such cases, it is hard to motivate behaviors such as brand svwtching or increases in the number of units purchased. One of the advantages of promotions is that they can stimulate consumers to think and evaluate brands and purchase possibilities when they otherwise may not have. Therefore, many marketers and retailers utilize different kinds of promotion tools and strategies in order to understand the preference of consumers and boost their sales. Normally, sales may attract more customers spend their money,