An Investigation of the Impact of Sales Promotion Techniques on Consumer Buying Behavior in the Chittagong Metropolitan Area

Sales promotion is widely recognized as a highly effective marketing tool for communicating with potential customers and influencing their purchase behavior. The utilization of sales promotions has experienced a surge in popularity over the past few decades. Marketing firms, regardless of their size, depend on sales promotion not only to boost sales volume but also to enhance their market share. In a highly competitive environment, sales promotion is widely recognized as an effective strategy for attracting clients. The primary aim of this study is to investigate the impact of promotional tools on consumer purchase decisions. This study examines the impact of several promotional strategies, namely price discounts, coupons, free samples, and the buy one, get one free offer, on consumer buying behavior. The study participants were individuals residing in the Chittagong region and were chosen as representative samples. The study used a quantitative research methodology and collected data using a survey research technique employing a standardized questionnaire. A total of 206 participants were chosen for the study and standardized questionnaires were developed. The partial least squares (PLS) approach, a statistical technique used in structural equation modeling (SEM), was applied to analyze the collected data. These findings indicate that the instrument exhibits high reliability when assessing structural aspects. The findings of this study further corroborate the postulated associations outlined in the theoretical framework. This study holds great significance as its main conclusions have the potential to aid marketers in selecting optimal promotional strategies to effectively influence consumer behavior, drive sales, reduce expenses, enhance market presence, and optimize financial gains. In addition, this could enhance marketers' competitiveness.