Impact of Gift Promotion on Purchase Intention of the Super Market Shoppers in Colombo District

Abstract

Sri Lankan consumer has been influenced by Western lifestyles and hence now demands greater convenience. Supermarkets offer a wide range of products under one roof. Hence, the consumer need of greater convenience is met with super markets. The purpose of this research study is to assess the impact of gift promotion which is one of the sales promotion types, on purchase intentions of the super market shoppers in Colombo District. A sample of 158 respondents who were familiar with gift promotion and who shop at super markets in Colombo District were selected . Accordingly it was found that there is a moderate negative impact of gift promotion on purchase intentions of the super market shoppers. There was no impact created from three dimensions of gift promotion on purchase intention. The regression model showed that only gift attractiveness and perceived fit negatively impacts the purchase intentions of the super market shoppers in Colombo district when all the dimensions tested separately.