Abstract:
Purpose: The fundamental aim of conducting this study is to explore the impact of E-Marketing,
Mobile Marketing, Online dealers and Sales promotion on consumer purchase behavior. The
secondary aim of the study is to understand which promotional activity od the conceptual model
has the highest impact in forming consumer purchase behavior.
Methodology & Design: The quantitative research technique is applied to this research. The
data has been collected using deducted approach, Hypothesis has been developed and data has
been collected using close ended questionnaire developed on Likert scale. The population chosen
for data collection were people who live in Karachi and consume pizza. The technique adopted
to collect data is non-probability convenient sampling. 420 questionnaires were dispensed among
the target consumers from which the data has been successfully collected from 364 respondents.
The analysis has been conducted by employing inferential statistics using SPSS software.
Findings: The outcomes of the study reveal that promotional activities using E-marketing has
the highest impact in forming consumer purchase behavior, followed by impact of online dealers
and sales promotion. Comparatively, the impact of Mobile Marketing in forming consumer
purchase decision is low however it also has a good impact in forming consumer purchase
behavior in the fast food industry of Karachi.
Limitations: This research also possess few limitations due to limited time and lack of
resources, this research is limited to few promotional activities which lie under BTL promotional
activities category and are commonly practiced by pizza brands in Karachi. Moreover, this
research did not contain any mediating or moderating variable within the framework.
Recommendations: It is highly recommended to marketers of pizza brands to utilize the
promotional activities of this research as this research depicts that all independent variables have
a great impact in forming consumer purchase behavior, so, marketers can improve their
promotional mix and alter their strategies using the findings of the study as it will help them
sustain and grow their market position.
