The Impact of Sales Promotion on Purchase Intention of Package Spice Brands in Pakistan: An Empirical Study

Abstract

Pakistan’s spice industry is no different from other commodity-based sectors. The dynamics of packaged milk, oil, tea, and spices are comparable. Following China, India, Bangladesh, and Turkey as the world’s top five producers of spices is Pakistan. Pakistan exports to the Middle East and Europe as well. The relationship between sales promotion and purchase intentions of Pakistani cash and carry products, namely in the cities of Rawalpindi and Islamabad, is the focus of this study. Primary data was gathered from female shoppers who visited certain cash and carry stores and made purchases as part of the study’s quantitative research technique. The information is gathered via a modified questionnaire. Following data collection, SPSS 17 was used to capture the information and other statistical analyses, including ANOVA, regression analysis, and descriptive analysis, were carried out. The study's findings indicated a strong positive correlation between purchasing intentions and sales promotions. Businesses operating in Pakistan might make use of these findings and raise their marketing expenditures to improve sales promotions.