The Role of Sales Promotion in inducing Impulse Purchases

Abstract

This paper focuses on promotional impulse buying. It aims at examining the impact of hedonic and utilitarian benefits of promotion on an impulse buying experience. The hypotheses were tested with a sample of 300 consumers doing their shopping in a hypermarket. Data were analyzed using binary logistic regression and structural equations. The results obtained allow us to confirm most of our hypotheses. The different outcomes of this research support the formulation of a number of theoretical, methodological and managerial recommendations.