Impact of Certain Sales Promotion Tools on Consumers’ Impulse Buying Behavior
Impact of Certain Sales Promotion Tools on Consumers’ Impulse Buying Behavior

Summary/Abstract: The manuscript investigates the impact of the observed sales promotion tools on the consumers’ impulse buying behavior. Beside the theoretical analysis of sales promotion and impulsive consumer behavior, the authors try to determine which of the observed sales promotion tools is most effective in encouraging consumers to perform impulsive purchases. Analysis of collected data is done with the help of three statistical-econometric methods: factor analysis, regression analysis and reliability analysis. According to the results of researches carried out, discounts are the tool by which consumers are most motivated to pursue impulsive purchases. Also, free samples and demonstrations and product rehearsals are very effective, while loyalty cards are the most ineffective. Thanks to these research results, this manuscript will have a contribution both for marketers and brand managers (companies), as well as consumers and future researches on this or similar topic.

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