THE IMPACT OF SALES PROMOTION TOOLS ON CHINESE CONSUMERS’ BUYING BEHAVIOURS OF THAI BRAND MOSQUITO REPELLENT

Abstract

This study investigates the impact of sales promotion tools on Chinese consumers’ purchasing behaviour toward Thai-brand mosquito repellent products. In a highly competitive market where product differentiation is limited, promotional strategies play a critical role in shaping consumer choices. The research focuses on four key tools: free samples, price discounts, coupons, and buy-one-get-one-free offers. Using a quantitative method, data were collected from Chinese consumers with prior purchasing experience. Statistical analysis revealed that price discounts and free samples have the most significant influence on purchasing decisions, while demographic variables such as age and income also moderate consumer responses to promotions. The findings offer valuable insights for businesses seeking to penetrate the Chinese market, highlighting the need for tailored, data-driven promotional strategies. Additionally, this study contributes to the broader literature on sales promotion by providing empirical evidence from the context of Thai consumer goods in international markets. Future research is encouraged to explore the long-term impacts on brand loyalty and repeat purchase behaviour.

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