THE INFLUENCE OF SALES PROMOTION ON CUSTOMER PURCHASE INTENTION OF HOME APPLIANCE PRODUCTS: A CASE OF GSM MALL DAR ES SALAAM.

Abstract

ABSTRACT This study examines the factors influencing customer purchase intentions during sales promotions at GSM Mall, focusing on three key constructs: customer attitudes, subjective norms, and perceived behavioral control. Specifically, the research seeks to (1) evaluate the effect of customer attitudes on purchase intentions, (2) assess the impact of subjective norms on purchase intentions, and (3) analyze the role of perceived behavioral control in shaping purchase intentions during sales promotions. The research is anchored in the Theory of Planned Behavior (TPB), which identifies attitudes, subjective norms, and perceived behavioral control as primary predictors of behavioral intentions. A quantitative approach was adopted, using structured questionnaires to gather data from customers at GSM Mall. The survey instrument measured variables related to customer attitudes toward sales promotions, the influence of social norms, and perceived behavioral control in purchasing decisions. Data analysis was conducted through descriptive statistics and multiple regression analysis to identify the relationships between the variables. The results indicate that customer attitudes, subjective norms, and perceived behavioral control significantly influence purchase intentions. Among these factors, perceived behavioral control emerged as the most substantial determinant, highlighting that consumers are more inclined to take advantage of sales promotions when they feel confident and empowered in their purchasing decisions.The study concludes that customer attitudes, subjective norms, and perceived behavioral control are critical to purchase intentions during sales promotions. The study recommends that retailers develop promotions that are clear, straightforward, and easily accessible to enhance consumer confidence and perceived control. Additionally, leveraging social influences through peer endorsements, customer testimonials, and trend-based marketing can strengthen subjective norms and encourage purchasing behaviour. Policymakers should consider establishing guidelines to protect consumers through transparent retail advertising practices. Future research could explore moderating variables such as demographic factors, the role of digital marketing in shaping purchase intentions, and the long-term impact of sales promotions on customer loyalty and brand perception.