EFFECT OF SALES PROMOTION PROGRAMS ON PURCHASING BEHAVIOR AT HYPERMARKETS IN RIYADH, KSA
| العنوان: | EFFECT OF SALES PROMOTION PROGRAMS ON PURCHASING BEHAVIOR AT HYPERMARKETS IN RIYADH, KSA |
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| المؤلفون: | Iyad A. Al-Nsour |
| المصدر: | EPRA International Journal of Economic and Business Review. :16-31 |
| بيانات النشر: | EPRA JOURNALS, 2020. |
| سنة النشر: | 2020 |
| مصطلحات موضوعية: | Sales promotion, Hypermarket, Business, Marketing, Purchasing |
| الوصف: | The study aims at determining the effect of sales promotion programs using main four programs - price discounts, free samples, buying vouchers and celebrities - on purchasing behavior of consumers in Saudi Arabia, as well as diagnosing the statistical differences in using the sales promotion programs according to the demographical variables of the consumer. The research population consists of all Saudi and non-Saudi buyers residing in the city of Riyadh reaches 3.874 million people in 2018. The unit sample represents the total number of Saudi and non-Saudi employees working in public and private sectors in the city of Riyadh. The proportional stratified sample is used and the calculated sample size is 387 employees. The study concludes that the sales promotion programs have a positive significant effect on the purchasing behavior of the consumer, and the price discount program is the engine program of purchasing behavior. The study finds that there are statistical differences in the perception of sales promotion programs according to age, education and marital status. Finally, the study recommends a set of implications that enhance the marketing communication uses and some recommendations are presented. KEY WORDS: Sales Promotion, Purchasing Behavior , Hypermarkets , Riyadh , KSA. |
| تدمد: | 2347-9671 2349-0187 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_________::d63b8e3745e2e969e1191e86956d7e52 https://doi.org/10.36713/epra3008 |
| حقوق: | OPEN |
| رقم الأكسشن: | edsair.doi...........d63b8e3745e2e969e1191e86956d7e52 |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 23479671 23490187 |
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