The Effect of Sales Promotion on Impulsive Buying Behaviour in Morocco

Old shopping styles in Morocco are changing as consumers become more conscious about where they spend their money which creates a challenge for marketers. That is why it is fundamental for businesses to be cognizant of the effect that sales promotion tools have on impulsive buying behaviour, not only to apply those tools accordingly but also to understand what triggers their customers most. The objective of this study is to highlight the effect of sales promotion tools on impulsive buying behaviour in Morocco. Through a comprehensive questionnaire, we gathered data from 325 respondents using random sampling. The responses were coded into SPSS 26, descriptive and inferential analyses were conducted to test the proposed hypotheses. Exploratory factor analyses proved the reliability of our construct as well as strengthened the model fit, followed by Pearson’s correlation and multiple regression analyses to expose the causal relationship between our independent, dependent, and cofounding variables. The results of the study were; sales promotion tools especially price discount, buy one get one free, coupons, and sweepstakes showed a significant positive effect on impulsive buying behaviour. Lastly, the output of this research would assist marketers in running successful sales promotions interventions more efficiently in the Moroccan market. Therefore, driving more competition and better sales planning. Keywords: sales promotion, impulsive buying behaviour, coupon, discount, buy one get one free, sweepstakes, personality, Morocco, behavioural marketing.