Influences of Promotion Mix on Consumer Purchase Intention in Case of “Angela Burger (Fast Food Industry)”
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Date
2025-01-18
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A.A.U
Abstract
The study was conducted to investigate the influence of promotion mix elements with customers’ purchase intention in Angela burger (fast food processing firm). The firm has six branches a sample of 384 customers were issued the questionnaire of which 353 responded appropriately. Data was analyzed using SPSS version 22 and both descriptive and inferential statistics were deployed to evaluate first the customers’ attitude about the marketing mix elements and second to analyze the relationship of the marketing mix elements with customers’ purchase intention. The descriptive statistics exposed that majority of the customers believe that the marketing mix elements have impacts on customers’ purchase intention. Likewise, the inferential statistics which is performed after checking the requirements of regression analysis, proved that all the marketing mix elements considered the study have significant and positive relationship with customers’ purchase intention. The study revealed that of the five promotion mix elements considered (personal selling. Advertising, sales promotion, public relations and direct marketing) Advertising impacts purchase intention of customers to the highest degree with a beta value of 0.353 followed by direct marketing with a beta value of 0.332 while sales promotion, personal selling and public relation took the third, fourth and fifth stage with Beta values of 0.285, 0.246 and 0.239 respectively. Accordingly, it was concluded that personal selling. Advertising, sales promotion, public relations and direct marketing have significant and positive relationship with customers’ purchase intention in the case of Angela burgers and the company is recommended to have adequately developed and customer-oriented implementation of all the promotion mix elements in order to retain the existing customers and win new ones in its future operation.