The Role Of Sales Promotion Techniques To Attract Customers And Make a Purchase Decision: A Field Study On a Sample Of Customers In Orange Mall In Latakia

The research aims to examine the role of sales promotion techniques (free samples, coupons, discounts, competitions) in the purchase decision in Orange Mall in Latakia. Find adopted a descriptive approach, it was developed a questionnaire to gather preliminary data for the sample items, of (170) customer, where questionnaires were distributed to them and recovered the researcher (153) to identify and complete response rate (90%). The results showed that sales promotion methods (free samples, coupons, discounts, competitions) have a positive impact on the purchase decision in Orange Mall in the city of Latakia, where explain the combined sales promotion methods accounted for 48.8% of the purchase decision. The results also show that the discounts are the most influential in making a purchase method and explains what rate (62.7%), followed by free samples and interpret (46.6%), followed by contests and explain (35.8%), followed by coupons and explain (30.6%), from ongoing changes in making a purchase decision.