The relationship between point-of-purchase advertising and the purchase intention in chain stores’ customers

Document Type : Original Article

Author

Master of Business Administration, International Business Orientation, Islamic Azad University, Neyshabur Branch, Iran

10.22034/JHI.2021.281510.1025

Abstract

This study examines the relationship between point-of-purchase advertising and the purchase intention in chain store customers. The research method was descriptive-correlational. The statistical population is all Ofogh Kourosh and Refah chain stores' customers in Gorgan with an unlimited number from which 384 were selected by convenience sampling based on the Morgan table. A questionnaire was used to collect data. For data analysis, Pearson correlation and regression were used. In all analyzes, a significance level of P <0.05 was considered. The correlation analysis results showed a positive relationship between the point-of-purchase advertising and the purchase intention in the chain stores’ customers; that is, the more the point-of-purchase advertising, the more the purchase intention in customers. According to research results, consumer preferences have a significant effect on increasing the purchase intention in shopping environments. Studying the mental image of the organization shows that the customer has expectations before purchasing based on the mental image based on his previous experiences, friends, and company advertisements. Hence, a good image is a motivation to purchase, and the image of the store is influenced by behavioral intentions.

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