| dc.description.abstract | The study mentions how the impact of consumer promotional programs is on purchase intention during purchasing time in case of men deodorant product. The hypothesis and conceptual model are figured out that there are five factors influencing consumer purchase intention, including free gift, bonus pack, free sample, premium, price discount. The aim of the study is to men respondents in the supermarkets and stores in HCMC with aged 18-40. The relationship between purchase intention and consumer promotion programs is implemented with applied quantitative method through questionnaires sending to respondents. Data collecting is based on answering questionnaires from 246 men respondents shown that there are really three factors affecting purchase intention, consisting of free gift, premium and price reduction. In contrast, bonus pack and free sample have less explanatory power of relationship between purchase intention and consumer promotion programs. The study concludes that there is a positive relationship between free gift, premium, price reduction and consumer purchase intention in men deodorant product choice. Companies can take into consideration about an increase in executing either free gift or premium, price discount with promoted product rather than focusing on bonus pack and free sample.
Keywords: consumer promotion, purchase intention, FMCG. | en_US |
