See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/369182434

Sales Promotion and Impulse Buying Behavior towards Consumer Goods: The
Mediating Role of Purchase Intention

Article · February 2023

DOI: 10.17010/ijom/2023/v53/i2/172631

CITATIONS READS

0 43

3 authors, including:

Farah Farah Mamoun Yaseen Badwi

King Khalid University King Khalid University
18 PUBLICATIONS   0 CITATIONS    25 PUBLICATIONS   6 CITATIONS   

SEE PROFILE SEE PROFILE

Some of the authors of this publication are also working on these related projects:

pink marketing, organizational happiness, enjoying life‫ و‬happiness,, View project

Human Resources Management View project

All content following this page was uploaded by Farah Farah on 12 March 2023.

The user has requested enhancement of the downloaded file.

 Sales Promotion and Impulse Buying Behavior towards Consumer
Goods: The Mediating Role of Purchase Intention
* Dr. Farah Yasin Farah Abdelkhair

** Dr. Mamoun Yaseen Badawi Babekir

*** Dr. Sara Suliman Alawad Mudawi

**** Dr. Al-Beisani Alnabulsi Yousif Alobied

Abstract
The main purpose of this study is to provide empirical evidence of the purchase intention
as a mediator in the relationship between sales promotion and impulse buying behavior of
the consumer goods offered by the retailing businesses (hypermarket, malls, and
superstores) in the Kingdom of Saudi Arabia. In this study, the population consisted of the
staff members (academicians) working in the King Khalid University in the Tohamat Asir
area in the South of the Kingdom. The researchers pretested the questionnaire among 39
academicians and a sample size was set for 220 academicians as reliable shoppers
belonging to the University's academic units spread in different places of Muhayil Asir
province, Barig province, and Rejal Almaa' province. Data was collected using a
questionnaire and the analysis was done only on 204 valid and usable questionnaires. The
results showed that the purchase intention had a positive partial mediation in the
relationship between sales promotion and impulse buying behavior among the
academicians. The study conclusively showed that the purchase intention served as a
construct used by the retailers to mediate the relationship between the sales promotion and
impulse buying behavior of the consumer goods, which in turn may help the retailers to
design relevant promotional policies, that would urge the purchase intention of the
consumers to fall in impulse buying behaviors and promote the retailing business
performance.

Keywords: Sales Promotion, Purchase Intention, Impulse Buying Behavior; Consumer

Goods, Retailing Business.

Citation: Abdelkhair, F. Y, Badawi, M. Y., Alawad, S. S. & Abiad, A.B.

(2023). Sales Promotion and Impulse Buying Behavior Towards Consumers
Goods: The Mediating Role of Purchase Intention. Indian Journal of
Marketing, 50(2), 26-42. https://doi.org 10.17010/ijom/2023/v53/i2/172631

View publication stats