Effects of Sales Promotion on Purchasing Decision of Customer: A Case Study of Baskin Robbins Ice – Cream Franchise Thailand

Abstract

The purpose of this research is to investigate the effects of sales promotion and various sales promotion tools on the purchasing decision of a customer. The research evaluates the impact of sales promotional tools mainly, price discount, coupon, product sampling and in store display on product trial and purchase behavior of the customers. The sample points for the research were customers in Bangkok and greater Bangkok area. A total of 300 customers were surveyed using structured questionnaires, out of which 261 useable responses were received. This study gives an insight into the retailer's capability of managing sales promotion by examining the sales promotion programs offered by Ice cream franchise in Thailand. The results of data analysis indicate that price discount, free samples and in store displays are associated with the product trial are popular among retailers and preferred by consumers. The results also show that the preferences for sales promotion programs are dependent upon consumers' demographic and socioeconomic characteristics. Implications for advertisers designing and communicating sales promotions are offered.