Abstract
The recent economic downturn has had a significant negative impact on hitherto such fast-growing economies as in the Middle East. The economic downturn has had a significant impact also on consumption patterns of the population which is reflected in heavy decline in retail turnover. Understanding the consumer base and influence of creating values on purchasing decisions enables businesses to adopt better strategies. Classification of consumers becomes important. The results of structural equation analysis by LISREL were utilized to test the proposed hypotheses in this study. Subsequently, all hypothesized relationship was supported. Understanding each of classification factors which measured will help companies, corporate and understand their strengths and act in best way. The result shows that all sales promotion dimensions are independently and jointly predict sales volume. This implies that coupon, premiums, bonus, free samples and price promotion have significant effect on sales volume.
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