The Impact of Sales Promotion on Consumer Purchase Behaviour in the Furniture Industry

TEJAS K
Department of Management Studies
Dayananda Sagar College of Engineering

JAYASHREE K
Assistant Professor
Department of Management Studies
Dayananda Sagar College of Engineering

ABSTRACT

Sales promotion has become one of the most widely used and closely scrutinised elements of the marketing communications mix, particularly within industries characterised by high-involvement, infrequent purchases such as furniture. This study examines the impact of sales promotion on consumer purchase behaviour in the furniture industry, with specific attention to price discounts, seasonal offers, buy-one-get-one and bundling deals, in-store displays, exchange offers, and instalment/no-cost-EMI schemes. Grounded in the Theory of Planned Behaviour, the Stimulus-Organism-Response (S-O-R) framework, and the Elaboration Likelihood Model, the study develops a conceptual model linking sales promotion tools to consumer attitudes, purchase intention, and actual purchase behaviour, with brand loyalty and product involvement treated as moderating variables. A descriptive, quantitative research design was adopted, and a structured questionnaire was administered to consumers who had purchased furniture within the preceding twelve months. Data were analysed using descriptive statistics, correlation analysis, multiple regression, and one-way ANOVA. The findings indicate that sales promotion exerts a statistically significant and positive influence on consumer purchase behaviour in the furniture sector, with price discounts and instalment schemes emerging as the most influential tools, followed by seasonal offers and in-store displays. The study further finds that the effect of sales promotion on purchase behaviour is moderated by the level of product involvement, such that promotion-sensitivity is higher for mid-range furniture purchases than for premium or luxury purchases. The paper concludes with theoretical and managerial implications for furniture retailers seeking to design more effective promotional strategies, and outlines the limitations of the study together with directions for future research.

Keywords: sales promotion, consumer purchase behaviour, furniture industry, purchase intention, price discount, brand loyalty, retail marketing.