Does Promotion Strategy Affects Supermarket Purchase Intention? The Case in Mongolia

• Main Author: KHALIUNAA GANZORIG
• Other Authors: BENJAMIN C PARNG
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/f6r6f2

碩士 === 大葉大學 === 企業管理學系碩士班 === 107 === This study aimed to investigate the promotion strategy affects purchase intention at supermarket in Mongolian customers. It evaluates whether sales promotion activities discount influence purchase intention of customers along with the impact of promotion strategy. The survey tool was conducted by using questionnaires to collect the information from customers at supermarket in Mongolia. The study uses 24 questions to investigate customer purchase behavior. The total valid respondents include 200 people of customer in the supermarket. To assess questionnaire validity were used and its reliability was measured through Cronbach's alpha as 0.847. Data fabricated from research questionnaire, were rated by the use of confirmatory descriptive analysis and reliability test, regression analysis. Base on the result of this study, the variables of promotion tools and advertisement have the highest impact on customers purchase intention, however, H5 does not significantly influence the purchase intention. The results of this study will help retailers choose the best promotional tool that influences the customer's purchasing intention. These plans support businessman and marketers gain business advantage over their competitors and allow companies to gain maximum profits in the future. Key Words: Purchase intention, Promotion strategy, Strategic alliance