Promotional Programs and Their Comparative Impact on Consumers' Buying Decisions: An Empirical Study on the Chain Super Shop Businesses in Bangladesh

Abstract

Super shops are one of the most growing markets in Bangladesh. Marketers use different types of promotional programs as vital techniques to stimulate consumers buying decisions toward purchasing any consumer product and stay competitive. The purpose of the study is to determine the promotional programs and its impact on consumer buying decisions such as coupon, samples, buy one get one free, brand loyalty, sales premium and face to face conversation, advertisement, public relations etc. The study consists of the three recognized-chain super shops: Mena Bazar, Agora and Sopno in Bangladesh. Buying decisions of existing and potential customers are the strategic importance for the market success. Proper understanding and awareness provide competitive advantage to marketers. In this regard, this study also suggests how to improve promotional programs by the chain super shops and their implications in Bangladesh.