Consumers’ Views and Responses Towards Sales Promotion Strategies in Pakistan: Fresh Evidence from Second Generational Approach

Abstract

This study aims to analyze the responses and views of Pakistani consumers to different sales-promotion techniques used by companies. The methodological contribution of the current study used the second-generation technique (Smart PLS) as compared to OLS. In addition, the instrument used in this study is a fully structured questionnaire adapted, a total of 200 questionnaires is filled from the respondents. The findings of the current study show that different sales promotions tools have different effects on consumer buying behaviour. We observed significant evidence of an association between buy one get one free, coupon discount, price discount, and Pakistani consumer buying behaviour. We further revealed an insufficient association between free samples and buying behaviour. This study will be helpful for the marketing managers in understanding what attracts consumers most? It can be an efficient source of relevant information for marketing managers about the responses of consumers towards sales promotions.