| Abstract [eng] |
The main objective of this thesis is to determine the impact of sales promotion on consumer attention and purchase intent. The Master's thesis consists of three main parts: a literature review, methodology, and analysis of the research results. These are followed by conclusions, recommendations, and a list of references. The literature review presents the key aspects of sales promotion tools, including sales promotion in the context of integrated marketing communication, the concept and objectives of sales promotion, as well as the main tools classified into monetary and non-monetary categories. This section also outlines the theoretical aspects of attracting consumer attention and influencing their purchase intention. The review concludes with a discussion of the interrelationships between monetary and non-monetary sales promotion tools, consumer attention, and purchase intention. The conducted literature analysis reveals that these relationships do exist and that their application in organizations is important. The second part of the thesis introduces the research methodology. A quantitative research method - written survey - was selected for the study. The questionnaire was partially based on the constructs adapted from Shi et al. (2005), while the remaining items were developed by the author based on the literature review and findings from other studies. The aim of the research is to determine the impact of monetary and non-monetary sales promotion tools on consumer attention and purchase intention in the e-commerce sector, within the category of essential goods in Lithuania. A total of 309 respondents participated in the study. The regression analysis showed that both monetary and non-monetary sales promotion tools influence consumer attention. Furthermore, consumer attention significantly affects purchase intention. In addition, the analysis revealed that consumer attention acts as a mediator between sales promotion tools and purchase intention. For future research, the author suggests including a broader range of demographic questions. It may also be valuable to analyze the impact of individual sales promotion tools or to compare how different tools influence consumer behavior in traditional retail. |
