IMPACT OF SELECTED BTL PROMOTION ACTIVITIES ON CONSUMER PURCHASE BEHAVIOR. A CASE STUDY OF KARACHI BASED PIZZA BRANDS

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.