Open AccessThe Role of Sales Promotion in inducing Impulse Purchases
Author(s) -
Rim Ben Amara,
Abir Sahraoui Kchaou
Publication year - 2014
Publication title -
international journal of management excellence
Language(s) - English
Resource type - Journals
ISSN - 2292-1648
DOI - 10.17722/ijme.v3i1.125
Subject(s) - hypermarket , impulse (physics) , sales promotion , promotion (chess) , marketing , business , logistic regression , sample (material) , econometrics , advertising , economics , statistics , mathematics , physics , chemistry , chromatography , quantum mechanics , sales management , politics , political science , law
This paper focuses on promotional impulse buying. It aims at examining the impact of hedonic and utilitarian benefits of promotion on an impulse buying experience. The hypotheses were tested with a sample of 300 consumers doing their shopping in a hypermarket. Data were analyzed using binary logistic regression and structural equations. The results obtained allow us to confirm most of our hypotheses. The different outcomes of this research support the formulation of a number of theoretical, methodological and managerial recommendations.