Relationship between in-store promotions and consumer behaviour in shopping malls in South Africa

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Date

2021

Journal Title

Journal ISSN

Volume Title

Publisher

University of Western Cape

Abstract

Promotions of products and services close to the point of purchase is a reality to many companies. These promotions include the demonstration of products, price discounts and free samples. This paper sets out to determine the influence of in-store promotions on consumer behaviour. The study sampled 200 middle-of-the-month and month-end shoppers in four of the largest shopping malls in Polokwane, South Africa among. The paper was designed along quantitative method dicta and the primary data were collected by means of a questionnaire.

Description

Keywords

Consumer behaviour, Coupons, In-store promotions, Product demonstrations, Discounts, South Africa

Citation

Naidoo, V., & Mathivha, N. (2021). Relationship between in-store promotions and consumer behaviour in shopping malls in South Africa. Journal of Entrepreneurial Innovations , 2(1), 37-48. https://doi.org/10.14426/jei.v2i1.933