ABSTRACT

Customer buying behavior is altered by various personal or external determinants of the

customers including price, product and sales promotion. This study is conducted to
examine the impact of Promotional Factors and Impulse Buying Tendency on Impulse
Buying Behavior (IBB), to investigate empirically the potential of these factors on IBB.
Description of constructs is followed by hypothesis development and testing design in
this quantitative study. For this investigation an instruments was developed based on 19
questions and tested through pilot testing to ensure validity and reliability. Data was
collected from the 250 customers of super marts and markets of twin-city (Rawalpindi
and Islamabad). SPSS Version 20 was used for data analysis and hypothesis testing.
Results of Multiple regression shows that promotional factors are highly correlated and
significant with impulse buying behavior as compared to impulse buying tendency.
Buying tendency depends upon personal factors including purchasing power, time or
mood whereas promotional factors could be furnished by marketers and sellers. This
work provides paradigm for marketers, retailer, supplier, manufacturer and seller that
how to customer for impulse purchase. This research is limited to native area can be
extended on large platform with more sample size for more generalize outcomes.
Key words: Customer Buying Behavior, Impulse Buying Behavior, Impulse Buying
tendency, Sales Promotions

DECLARATION FORM
I Student Usman Zaffar Reg. # 15530 hereby declare that the thesis titled Repercussion
of Sales Promotion and Impulse Buying Tendency on Impulse Buying Behaviour in
Pakistan has been submitted by me in the partial fulfillment of the requirements for the
degree of MS (MGT) and this thesis presents research carried out at Iqra University
Islamabad Campus and aims encouraging discussion and comments. The observation and
viewpoints expressed are the sole responsibility of the author. It does not necessarily
represent positions of Iqra University Islamabad Campus or its faculty. I also understand
that if evidence of plagiarism is found in my thesis at any stage, even after the award of a
degree, the work may be cancelled and the degree revoked.

Printing Date

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Usman Zaffar & Signature

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DEDICATION
I would like to dedicate this thesis to my beloved parents who have been a great source of
inspirations throughout my life and they have provided a lot of moral support to me and
enabled me to become what I am today. My uncle also supported and courages me that
never give in. I would also like to dedicate this thesis to my honorable teachers who gave
me precious knowledge.

ACKNOWLEDGMENT
After acknowledging the blessing of my Allah in helping me in my efforts, I would like
to thank all of the other helping hands who were with me in the making this report a
possibility.
I would like to thank my supervisor Madam Mehwish J. Khan, for her consistence,
advice and support given during the writing up of this thesis and Madam Mehwish J.
Khan, for giving me the opportunity to carry out this knowledge-full study. Her patience
and constant feedback have been inspirational in finalizing. Without their encouragement
and continuous support this study would have been a cropper.

Usman Zaffar