BUYING BEHAVIOR OF UNIVERSITY

STUDENTS TOWARDS THE SALES

PROMOTION

Presented to: Dr. Muhammad Shoaib

Presented by: Muhammad Qaisar siddique
Muhammad Naeem
Ali Irfan
Sanan Hanif
Wajid Shareef

INTRODUCTION
Sales promotion is defined as a special offer or a part of marketing
communication activities.
According to (Shrimp, 2003) sales promotion as a present or
incentive that induces manufacturer, and retailer, desired sales
result.
Sales promotion is the offer of an incentive to induce a desired sales
result (Gilbert, 1999).
The implementation of an adequate sales promotion may guarantee
an increase in sales in a short period of time.
The objectives of sales promotion will be reached to a greater extent
when it is done sporadically, when the consumer does not expect it.
If the consumer is capable of anticipating when a sales promotion
action will take place, the results obtained will decrease.

PROBLEM STATEMENT
What is the buying behavior of students towards the
sales promotion?

Literature Review
Price Discounts:
Price discount is reduce the price for a given quantity or
increase the quantity available at the same price, thereby
enhancing value and create an economic incentive to
purchase (Raghubir and Corfman, 1999).
According to Fill (2002) price reduction is a valuation
approach where goods or products are offered in a good
discounted buying price and it seems to be a reduced cost to
the consumers, mostly applied in hypermarkets and point of
purchase displays.

Literature Review
Coupon Discounts:
The word of coupon advertisings is related to those customers who
gained vouchers are eligible to get allowance on the products at its
usual price (Ndubisi& Chew, 2006).
Coupons are defined as vouchers or certificates, which help
consumers to a price reduction on a specific product (Fill, 2002).
Coupon is a confirmed method by which producers can
communicate with customers and it can be used as a strong brandswitching tool.

Literature Review
Free Samples:
Sampling is a smart way to present fewer amounts of products to the customers
with no cost, and it can be sent directly to the customer by mail or attach the
sample to another type of products, so they can able to test or try the product
rather than just hear about it, which it can affect their behavior to purchase it in
the near future.
Lammers (1991) indicated that sampling method can effect on consumer buying
behavior and it has a positive relationship to a fast selling procedure.
Ndubisi and Chiew(2006) admitted that free samples technique has a significant
relationship on consumer buying behavior.

Literature Review
Buy-One-Get-One-Free:
Buy one get one free is one of promotion method of sales promotion in
which an extra product is offered to the customers at normal price but with
greater improve in package.
The customers could easily influence to purchase the produce because there is
no condition of any additional price and it should be more valued by the
customer to perceived (Sinha& Smith, 2000).
This technique of promotion would be very useful to manufacturer because it
should help the retailers to clear the stock more quickly as contrast price
promotion.
According to (Mughal et al., 2014) buy-one-get-one-free has strong positive
impact on the consumer buying behavior.

Theoretical Framework

Population:
Students
Sample:
100 Students from Punjab University, University of Central Punjab and UMT.
Unit of Analysis:

Reliability Analysis

Overall Instrument Reliability Statistics

Cronbach's Alpha

N of Items

.943

32

Price Discounts Reliability Statistics

Cronbach's Alpha

N of Items

.835

Free Sample Reliability Statistics

Coupons Discounts Reliability Statistics

Cronbach's Alpha

N of Items

Cronbach's Alpha

N of Items

.848

.863

Buy one get one free Reliability Statistics

Cronbach's Alpha

N of Items

.841

Descriptive Statistics
Age
Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

17

1.0

1.0

1.0

18

4.0

4.0

5.0

19

15

15.0

15.0

20.0

20

10

10.0

10.0

30.0

21

21

21.0

21.0

51.0

22

29

29.0

29.0

80.0

23

9.0

9.0

89.0

24

7.0

7.0

96.0

25

4.0

4.0

100.0

100

100.0

100.0

Total
Interpretation:

Maximum students have age of 22 years.

Descriptive Statistics
Class
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

B.com(Hons.)

20

20.0

20.0

20.0

M.com1.5/M.phil

20

20.0

20.0

40.0

BBA

49

49.0

49.0

89.0

MBA

11

11.0

11.0

100.0

100

100.0

100.0

Total

Interpretation:
From total of 100 students, 20 students are of
B.com (Hons.),
20students of M.phil, 49 students of BBA and
11 Students of MBA.

Descriptive Statistics
University
Freque
ncy Percent
Valid

Cumulati
Valid
ve
Percent Percent

Punjab
University

39

39.0

39.0

39.0

UMT

21

21.0

21.0

60.0

UCP

40

40.0

40.0

100.0

Total

100

100.0

100.0

Interpretation:
From total 100 students, 39 from Punjab University,
21 from UMT and 40 From University of
Central Punjab.

Descriptive statistics of Price Discounts, Coupon

discounts, Free Samples and Buy one get one free:
Statistics

Price Discounts
N

Valid

Coupons Discounts

Free Sample

Buy 1 get 1 free

100

100

100

100

Mean

3.1175

2.9000

3.2575

3.2662

Mode

3.75

2.25a

3.50

3.12a

.87704

.87021

.88795

.90045

.769

.757

.788

.811

Missing

Std. Deviation
Variance

Mean of each question

Histograms

Histograms

Conclusion
It is concluded that free sample is the most
influential variable among four. All these
variables have a strong positive impact on
consumer buying behavior.

Recommendations

Membership cards, social surroundings and premiums may be other variables.

A premium-based sales promotion is one in which a good or service is
offered free of charge or at a relatively low price in return for the purchase
of one or many products or services. For instance, a potential customer
may be offered a free cookware set as a premium for opening a new bank
account (Preston et al., 1978).