Influence of Sales Promotion, Advertising, and Business Communication on Impulsive Buying Behavior

Abstract

This study was aimed at determining the effects of sales promotion, advertisement and business communication on impulse buying. A quantitative research approach was used and data analyzed to determine the statistical significance and the magnitude of these marketing variables in influencing consumers to make spontaneous buying decisions.   The findings showed that the three variables had a positive and significant impact on impulsive buying with the advertising being the strongest followed by sales promotion and business communication. The research therefore recommends that marketers should combine these elements strategically in order to support the propensities of impulsive buying and improve the effectiveness of the campaign.  Future research can elaborate the study further by studying the impact of new digital marketing tools and consumer mental traits in different cultural settings and fill the understanding of impulsive purchasing in the dynamic markets.