Impact of sales promotion on purchase decision of consumers: An application in tourism sector

Sales promotion is generally used to increase sales in the short term by businesses and especially used widely to influence consumers by businesses and agents of the consumer good markets. To identify and select the appropriate sales promotion techniques for businesses is an important decision. In the context businesses should well know target customers and decide to appropriate sales promotion techniques. This research evaluates impact on purchase decision of consumers of sales promotional tools, namely advantage package, company gifts with company logo, price discount at service industry. The research was completed with a total of 343 customers of a five star hotel in Bursa, Turkey and 323 usable responses were received. The effect on service purchase behavior of consumers of sales promotional tools was analyzed with multiple regression analysis. Also independent t-test was conducted to determine whether there is any difference between service buying decision of male and female customers about sales promotion tools. The findings indicate that sales promotional tools have a significant effect on purchase decision of consumers. When hotels use successfully sales promotional tools, can positively influence service purchase decision of consumers and can cause consumer to purchase the service again.