Abstract:
The purpose of this research is to investigate the impact of seasonal promotional tools
on consumer purchase decision. The research evaluate the promotional tools mainly
Price discount, Coupon, Premium, and Point of sales display on consumer purchase
decision. The sample points for the research were customers in Hatton area which
coming under the Ambagamuwa divisional secretariat division. A total of 300
customers were surveyed using structured questionnaires, out of which 247 useable
responses were received. The collected data has been analyzed by using descriptive
statistics, correlation analysis and regression analysis. Also all the items in the
independent, dependent variables were tested through reliability test to ensure the
consistency of the scale. This study gives an insight into the marketer's capability of
managing sales promotion by examining the sales promotion programs offered in the
seasonal occasions by the appliance industry in Hatton. The results of data analysis
indicate that the major percentage of the variation in consumer purchases decision is
explained by the price discount as well as coupon. Premium has less impact on
consumer purchase decision at the same time point of sales display also not has that
much of impact on consumer purchase decision.
