Investigating the relationship between sales promotion and consumer buying behavior applied on Nescafé

Abstract

Purpose: The aim of this research is to investigate the relationship between sales promotion & consumer buying behavior, using Nescafe as an area of application Methodology: The researchers used both secondary & primary tools to collect data about their research topic: They collected secondary data from articles, journals, books and conducted content analysis. while primary data was collected by administrating Arabic questionnaire & English questionnaire to 372 respondents, as 208 was females and 164 males. in addition to the in-depth interviews with the expert as well as customers. the primary data was conducted to study the relationship between the variables, and the results were analyzed by spss. Findings: The findings of this research showed that there is significant positive relationship between price discount and consumer buying behavior, also there is strong positive relationship between buy one get one and consumer buying behavior Implications: Finally, based on the result from this research, the researchers recommended that Nescafé should enhance its marketing and promotional efforts by leveraging free samples as a tool to attract new consumers, based on statistical analysis findings. Also, Nescafé should actively gather consumer feedback during promotional activities to understand customer behavior and preferences better. This data can inform future campaigns and help refine sales strategies to align with market demand.