THE IMPACT OF USING SALES PROMOTION TOOLS ON CONSUMER PURCHASE DECISION OF CONVENIENCE GOODS AT AMMAN CITY - JORDAN

The main aim of this paper is to address the impact of using sales promotion tools on consumer purchase decision of convenience goods. The study variables includes discounts, free samples, premiums and coupons. Data was collected through questionnaires formed a representative sample. The researchers distributed 445 questionnaires to consumers in a number of shopping centers at Amman city on the basis of the ease and convenience of access to them. The findings of this study indicates that there is a positive impact of discounts, free samples, premiums and coupons on consumer purchase decision of convenience goods. The study recommends that shopping centers should focus more on discounts to satisfy customers more and to enhance their purchase decisions