THE IMPACT OF SEASONAL PROMOTIONAL TOOLS ON CONST]MER PURCHSE DECISION TOWARD APPLIANCE INDUSTRY IN HATTON AREA, NUWARA.ELIYA DISTRICT

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.