Impact of Sales Promotions and Advertising Techniques on Consumer Behaviour

Abstract

The current research aims to investigate the most frequently used tools of sales promotion in retail sector in Egypt, such as: coupons, discount and buy one get one free. It also aims at testing the impact of different sales promotion tools on Consumer Buying Behaviour. Moreover, the paper aims at exploring the importance of different advertising techniques, which are; Attention, Interest, Desire, Action. In addition, the research will test if applying AIDA model of advertisement will enhance the buying behaviour of the customer or not. A regression analysis and structural Equation Modelling (SEM) are constructed to test the direct impact of sales promotion tools as well as AIDA model to have better consumer buying behaviour. Results show that all sales promotion activities have a significant impact on Consumer buying behaviour. Also, Buy one get one free is the most attractive promotional tool, then comes price discounts, while coupons show the least significance on Consumer buying behaviour. In addition, it was found that all advertising techniques are significantly changing the consumer buying behaviour in the retail sector in Egypt except Interest which shows an insignificant impact on Consumer buying behaviour. الملخ