Effects of Marketing Tools on Consumer buying Behaviour

This paper explores the effect of various marketing tools on consumer buying behaviour. It discusses the impact of promotion on consumer buying behaviour, consumer attitudes towards “Buy One Get One Free” promotion strategy, consumer attitudes towards coupon, and consumer attitude towards physical surrounding.

Marketing Communication
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Effects of Marketing Tools on Consumer buying Behaviour

Marketing Communication
Effects of Marketing Tools on Consumer buying Behaviour
Introduction
Marketing tools are used by businesses to attract more customers in order to increase
sales and revenues. All marketing activities rely on promotion tools to increase customer base
and improve sales. Barbarossa and Alberto note that many purchase instances are so common
that shoppers do not have to conduct many cognitive activities.1 It is often difficult to influence
consumer behaviour such as switching from one brand to another or increasing the quantity of
purchase.2 The use of marketing tools to influence consumer behaviour is a growing area of
research. In order to better understand the phenomenon, it is essential to research on how
consumers respond to sales promotions. The primary purpose of this paper is to explore the
effect of various marketing tools on consumer buying behaviour.
Research Objectives
i. To find out the impact of different promotion tools on consumer behaviour
ii. To find out the customers’ fondness on various promotion tools
Research Background
Impact of Promotion on Consumer Buying Behaviour
Businesses in various sectors use promotion to inform consumers about what they offer.
The aim of the promotion is to attract more customers and retain the existing ones and to
increase sales. Niazi and his colleagues noted that promotion could be a powerful tool for
influencing consumers’ buying behaviour.3 Many consumers can change their perception on a
particular brand based on promotion tool used. Consumers often shift to products that are on
1 Barbarossa, Camilla, and Alberto Pastore. "Why environmentally conscious consumers do not purchase green
products: a cognitive mapping approach." Qualitative Market Research: An International Journal 18, no. 2 (2015:
188-209.).
2 Mughal, Aurangzeb, Asif Mehmood, Ammar Mohiuddeen, and B. Ahmad. "The impact of promotional tools on
consumer buying behaviour: a study from Pakistan. (2014: 402-414.)
3 Niazi, Shabbir, Javaria, Burhan and Ahmed (2012).

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promotion due to many reasons such as price, convenience and needs satisfaction. Firms
currently apply several selling incentives and methods which significantly affect consumer
buying behaviour.
Consumer Attitudes towards “Buy One Get One Free” Promotion Strategy
Many enterprises apply a promotion strategy where a customer is guaranteed an
additional item for free upon purchasing a certain quantity of the product. When additional items
are given for free, consumers tend to be influenced to purchase more especially when the product
is valued by the customers.4 Solomon, Rebekah and Josephine noted that a large package and
effective advertising helps in making the promotion more appealing to customers and hence,
influence their buying behaviour.5 The free or bonus package is what inspires a consumer to
make the purchasing decision.
Consumer Attitudes towards Coupon
Coupon is a promotion strategy where customers are given vouchers to purchase products
at a normal price.6 Coupons are meant to assist consumers in buying the products they want.
Coupons can significantly influence consumer behaviour, especially during product trials.7
Research has shown that coupon can be used by producers to communicate to consumers and can
be a strong tool that influences consumers’ buying behaviour. This tool creates brand loyalty and
can influence a customer to switch from a certain brand. According to Mendez and colleagues,
coupons are effective in influencing brand switching and consumer purchasing decisions.8
Consumer Attitude towards Physical Surrounding
4 de Medeiros, Janine Fleith, José Luis Duarte Ribeiro, and Marcelo Nogueira Cortimiglia. "Influence of perceived
value on purchasing decisions of green products in Brazil." Journal of cleaner production 110 (2016): 158-169.
5 Solomon, Michael, Rebekah Russell-Bennett, and Josephine Previte. Consumer behaviour. (Pearson Higher
Education AU, 2012)
6 Ibid 98.
7 Ibid 55.
8 Mendez, Marife, Michael Bendixen, Russell Abratt, Yuliya Yurova, and Bay O’Leary. "Sales promotion and brand
loyalty: some new insights." International Journal of Education and Social Science 2, no. 1 (2015: 103-117.)

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The physical surrounding of a business can be a powerful tool for attracting customers.
Shopping centres are currently applying state-of-the-art designs to ensure that the physical
surrounding is appealing to customers. A friendly environment is likely going to motivate and
influence consumer buying behaviour. Research by Mendez and colleagues revealed that
attractive physical surroundings send a strong message to consumers and can significantly
influence their purchasing decisions.9
Research Methodology
A descriptive research approach was applied. The primary purpose of descriptive research is to
provide knowledge about a current situation with reference to the past.10
Fifty respondents were requested to participate in the study in order to collect useful information
regarding consumer behaviour. The respondents were mainly students and ordinary shoppers
who were willing to participate in the study. Non-probability sampling technique was applied in
selecting the sample for the study. Three variables were used in gathering the data: university
students, working professionals and business people. A questionnaire was used as a tool for data
collection. After explaining to them what the study was all about, each of the respondents was
given a questionnaire to fill.
Research Findings
The participants’ profile such as age, gender, education level, and income was recorded
in the table below. An equal number of men and women were selected, and the response was
100% in both sexes.
9 Ibid 110.
10 Kumar, Ranjit. Research methodology: A step-by-step guide for beginners. (Sage Publications Limited, 2019)

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Variable Category Number Percentage (%)
Gender Male 25 50
Female 25 50
Age 15-25 years
25-35 years
35 and above
25
15
10
50
30
20
Income Below 15000
15000-30000
30000-45000
45000 and above
24
18
6
2
48
36
12
4
When asked about their attitude towards the promotion of buying a certain amount and being
given a free package, the respondents replied that this strategy could affect their buying
behaviour. Most of them stated that the free package motivates them to buy even more than what
they had intended to buy because most of these promotions have a deadline. On the issue of
coupons, only ten out of the fifty respondents stated that it influences their purchasing behaviour.
When asked on the effect of physical surroundings, forty respondents stated that they are
influenced by this factor. They argued that they like shopping in a serene and beautiful
environment.
Discussion
Four promotional tools that have the potential to influence consumer behaviour were
identified. It is imperative to note that physical surroundings are a situational factor which has a
significant impact on consumer buying behaviour. Based on the findings of the study, it is

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apparent that physical surroundings and free packages, as well as coupons, have a crucial role in
consumers' purchasing decisions. Free promotional packages have a positive correlation with
consumer buying behaviour. Physical surroundings also play a major role in influencing
consumer behaviour. It was revealed that an appealing environment attracts consumers especially
the business class who love being associated with luxury and quality things. Consumers tend to
believe that the physical surroundings of a shopping centre speak volume about the quality of
products or services offered by the business. The promotion tools such as buy one get one free
can persuade a customer to purchase more than what they had initially intended. It also creates
product awareness and increases brand loyalty. Through this technique, businesses can keep their
existing customers and attract new ones. The study further revealed that consumers, especially
college students, enjoy shopping in a serene surrounding with good lighting and music. This
confirmed previous research done by Mendez and his colleagues who found out that music has a
significant impact on the consumers’ mood which can, in turn, influence their buying
behaviour.11
Conclusion
Marketing communication has an important role in business as it has a direct impact on
sales and revenue. Sales promotion plays a crucial role in the generation of revenues and
applying marketing tools can make the promotion even more effective. A sales promotion tool
cannot be effective unless it addresses the interests of the consumer. Consumer buying behaviour
can only be influenced if their needs or requirements are met. It is imperative to note that quality
11 Mendez, Marife, Michael Bendixen, Russell Abratt, Yuliya Yurova, and Bay O’Leary. "Sales promotion and
brand loyalty: some new insights." International Journal of Education and Social Science 2, no. 1 (2015: 103-117.)

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is relative and as such, firms should take their time to understand what their consumers need and
apply promotional tools that will touch consumers’ hearts. Sales promotions are not only
efficient in achieving short-term sales objectives but also improve cost-effectiveness. It can,
therefore, be concluded that customers tend to have a positive attitude towards different
promotion tools that influence their purchasing decisions. Consumers can be motivated to
purchase more through different marketing elements such as sales promotion tools and other
marketing strategies.
Bibliography
Barbarossa, Camilla, and Alberto Pastore. "Why environmentally conscious consumers do not
purchase green products: a cognitive mapping approach." Qualitative Market Research: An
International Journal 18, no. 2 (2015): 188-209.
de Medeiros, Janine Fleith, José Luis Duarte Ribeiro, and Marcelo Nogueira Cortimiglia.
"Influence of perceived value on purchasing decisions of green products in Brazil." Journal of
cleaner production 110 (2016): 158-169.
Kumar, Ranjit. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited, 2019.

Marketing Communication
Mendez, Marife, Michael Bendixen, Russell Abratt, Yuliya Yurova, and Bay O’Leary. "Sales
promotion and brand loyalty: some new insights." International Journal of Education and Social
Science 2, no. 1 (2015): 103-117.
Mughal, Aurangzeb, Asif Mehmood, Ammar Mohiuddeen, and B. Ahmad. "The impact of
promotional tools on consumer buying behavior: a study from Pakistan." Journal of Public
Administration and Governance 4, no. 3 (2014): 402-414.
Niazi, Ghulam Shabbir Khan, Javaria Siddiqui, Burhan Alishah, and Ahmed Imran Hunjra.
"Effective advertising and its influence on consumer buying behavior." Information management
and business review 4, no. 3 (2012): 114-119.
Solomon, Michael, Rebekah Russell-Bennett, and Josephine Previte. Consumer behaviour.
Pearson Higher Education AU, 2012.