The effect of sales activation on the consumer's purchasing decision (Field study on the General Cotton Thread Company in Latakia)

Abstract

The study aimed primarily to determine the effect of stimulating sales with its programs (free samples, competitions, coupons) on the purchasing decision of consumers of the General Cotton Thread Company in Lattakia.

  The researcher followed the descriptive analytical approach in his study, and a set of methods, including relying on secondary and primary data through a questionnaire that was designed and distributed to (100) respondents, of which (95) were retrieved. (90) Questionnaires were suitable for analysis, and the research community consisted of consumers. The General Cotton Thread Company in Lattakia, then the SPSS program was relied upon as a tool to analyze the available data.

The results showed that the consumer does not seek to buy products that offer free gifts, the consumer does not attract free samples within the company, and the consumer does not increase his purchases if the competition requires a minimum level of participation in it. The results of the ANOVA analysis to test the significance of the regression showed that the value of sig (0.00), which is smaller than 0.01. Therefore, we reject the null hypothesis and accept the alternative hypothesis, which is that the multiple regression is significant, therefore there is an effect of the independent variables on the dependent, and we can predict the variable through these independent variables.