Sales Promotion and Impulse Buying Behavior towards Consumer Goods : The Mediating Role of Purchase Intention

Authors

  •   Farah Yasin Abdelkhair Head – Department of Business Administration, Faculty of Sciences and Arts, Muhayil Asir King Khalid University, KSA and *Faculty of Economics and Administrative Sciences, University of Gadarif, Sudan.
  •   Mamoun Yaseen Babekir Assistant Professor, Department of Financial and Banking Sciences, Community College – Muhayil Asir King Khalid University, KSA and *Faculty of Economics and Rural Development, University of Gezira, Sudan.
  •   Sara Suliman Mudawi Assistant Professor, Department of Financial and Banking Sciences, Community College – Muhayil Asir King Khalid University, KSA.
  •   Al. Beisani Al. Al. Abiad Assistant Professor, Department of Business Administration, College of Business, University of Jeddah, KSA and *Faculty of Economics and Administrative Sciences, University of Gadarif, Sudan.

DOI:

https://doi.org/10.17010/ijom/2023/v53/i2/172631

Keywords:

Sales Promotion

, Purchase Intention, Impulse Buying Behavior, Consumer Goods, Retailing Business.

Paper Submission Date

, January 10, 2022, Paper sent back for Revision, May 20, Paper Acceptance Date, October 15, Paper Published Online, February 15, 2023

Abstract

The purpose of the study was to provide empirical evidence of the purchase intention as a mediator in the relationship between sales promotion and impulse buying behavior of the consumer goods offered by the retailing businesses (hypermarkets, malls, and superstores) in the Kingdom of Saudi Arabia. In this study, the population consisted of the staff members (academicians) working at the King Khalid University in the Tehamat Asir area in the South of the Kingdom. We pretested the questionnaire among 39 academicians. The sample size was set for 220 academicians as reliable shoppers belonging to the University’s academic units spread in different places of Muhayil Asir province, Barig province, and Rejal Alma province. Data were collected using a questionnaire, and only 204 valid and usable questionnaires were analyzed. The results showed that the purchase intention partially mediated the relationship between sales promotion and impulse buying behavior among academicians. This study conclusively showed that the purchase intention served as a construct used by retailers to mediate the relationship between sales promotion and impulse buying behavior of consumer goods. In turn, this might help the retailers design the relevant promotional policies that would urge the consumers’ purchase intention to fall into impulse buying behaviors and promote the retailing business performance.

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Published

2023-02-01

How to Cite

Abdelkhair, F. Y., Babekir, M. Y., Mudawi, S. S., & Al. Abiad, A. B. A. (2023). Sales Promotion and Impulse Buying Behavior towards Consumer Goods : The Mediating Role of Purchase Intention. Indian Journal of Marketing, 53(2), 26–42. https://doi.org/10.17010/ijom/2023/v53/i2/172631

Issue

Volume 53, Issue 2, February 2023

Section

Articles
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Scopus
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Europe PMC

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