Impact of Sales Promotion Strategies on Consumer Buying Intention in FMCG (Personal Care) Sector of Pakistan

Abstract

This study explored consumer perception of sales promotions on enhancing their purchase intention related to the personal care sector in the FMCG industry in Pakistan. The study found out how different promotional tools like coupons, BOGO offers (buy one get one free), price discounts, free samples, and flash sales impact consumer purchase intentions by using a quantitative study. Through literature review, five hypotheses were developed then the primary data were collected from 360 respondents living in Karachi, Pakistan employing a convenience sampling technique then descriptive statistics, reliability, and multiple linear regression analysis were conducted in SPSS 26. The results showed that price discounts, flash sales, free samples, and BOGO offers significantly affect consumer purchase intentions; however, coupons do not affect consumer purchase intentions. Marketing managers can use this information to improve their promotional activities and generate increased consumer engagement, leading to increased sales and profitability in the long run. Thus, this research is useful for theory as well as for marketing managers to efficiently and effectively utilize different promotion tools.