2020
DOI: 10.36713/epra3008
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Effect of Sales Promotion Programs on Purchasing Behavior at Hypermarkets in Riyadh, Ksa

Abstract: The study aims at determining the effect of sales promotion programs using main four programs - price discounts, free samples, buying vouchers and celebrities - on purchasing behavior of consumers in Saudi Arabia, as well as diagnosing the statistical differences in using the sales promotion programs according to the demographical variables of the consumer. The research population consists of all Saudi and non-Saudi buyers residing in the city of Riyadh reaches 3.874 million people in 2018. The unit sample rep… Show more

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