The effects of sales promotion on customer buying behavior : an analytical study on Carrefour supermarket’s customers in Erbil

الملخص EN

The first store opening of Carrefour supermarket in 2010 in Family mall was a new era of the professional retail industry in Kurdistan region of Iraq.

Since then the ever increasing competition in the industry has prompted retail firms to be determined and ensure satisfaction of customer needs and wants more effectively than their competitors.

In other for these retail firms to succeed in this ever increasing competitive market, they employ a lot of different promotional tools to attract and retain their customers.

One of the most commonly used promotional tools is sales promotion which provides incentives to customers or to the distributor channel to stimulate demand for a product such as buy one get on free, discount coupons, membership programs, broachers, free samples and etc.

This study is aimed at assessing the role sales promotion play in influencing the consumer buying behavior of Carrefour supermarket customers.

A non-probability sampling technique was used for the study and the sample 150 participants were selected from a population of the supermarket customers in Tablo mall located in Erbil city.

A five point Likert scale questionnaire was used in acquiring the respondent’s information.

The questionnaires were analyzed with the help of Statistical Package for Social Sciences (SPSS) and Microsoft Excel.

The study indicated significant influence of sales promotion on consumer buying behavior.

The research consequently recommended that, supermarkets need to undertake regularly sales promotion activities to ensure constant influence on their patrons