The Impact of Higher Sales Discounts on Store Image, Brand Loyalty and Customer Buying Behavior

Abstract

Promotional mix is a term used to describe the set of tools that a business can use to communicate effectively the benefits of its product and services to its customers. Promotional mix is a part of wider marketing mix. Providing Sales discount is a part of sales promotion. In today’s competitive environment, sustaining a loyal customer to the retailor and its product is worth challenging and retailors use a set of different promotional mix in order to attract prospective customers, build their store image and influence the customer buying behaviors. This research investigates the impact of higher sales discount on Store Image, Brand Loyalty and Consumer Buying behavior of the customers in Pakistan. The data collected for this research was from well-known retailors of Rawalpindi and Islamabad during May-June 2016. Higher Sales discount is used as an independent variable to measure the change in store Image, Brand Loyalty and Consumer Buying Behavior. Results indicates that providing higher sales discount strongly effect the consumer buying behavior, followed by enhancing Store Image and then had a little effect on Brand loyalty of customer.