| dc.description.abstract | Promotion is one of four dimensions in the basic marketing mix in which sales promotion seems
to be an instrument that helps businesses to approach customers. Sales promotion has been
proved to have an influence on consumer buying behavior in previous studies. The purpose of
this research is to examine the relationships between five different sales promotional tools and
consumer buying behavior consisting of price discounts, coupons, free samples, buy-one-get
one, and loyalty programs. The research applied the quantitative method, conducted a survey
using a questionnaire of 28 multiple choice items to investigate the relationships between
variables. The results of this research were demonstrated based on analyzing 384 responded
questionnaires from participants used to shopping in Big C Dong Nai supermarkets, living and
working in this area. Collected data were analyzed by SPSS and AMOS software to test the
reliability and validity, descriptive statistics, EFA, CFA, and SEM. The research findings
indicated the significant relationships between buy-one-get-one and consumer buying
behavior; the positive influences of free samples and loyalty programs on customers
purchasing. In addition, the results also showed coupons and price discounts do not impact the
customers' buying decisions. Based on the findings of the research, recommendations were
proposed in order to improve the relationships between sales promotion and consumers buying
behavior. | en_US |
