The effectiveness of sales promotion techniques on consumer buying behavior of generation Y

• Autor(a) principal: Antunes, Inês Filipa Saraiva
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/38603
• topic: Sales promotion; Purchase intention; Generation y; Word-of-mouth (WOM); Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Sales promotion are increasingly becoming a powerful communication tool for marketers to connect with costumers. Notwithstanding, little is known about how Generation Y responds to sales promotion. To address this concern, this paper attempts to find out the major dimensions of consumers’ perception about the benefits derived from sales promotion and the influence of Word-of-mouth (WOM) on purchase intention. A convenience sample of 564 Generation Y was taken over a quantitative research, following a descriptive research design. Structural Equation Modeling approach was used to test the proposed model. The findings of the study revealed the perception of monetary savings, opportunities for value-expression and WOW as key-drivers of buying intention behavior. The findings will contribute to companies to select the appropriate types of premiums that greatly influence the buying behavior of Generation Y. By this, marketers could become more competitive and more efficient, satisfying consumers’ needs.