SALES PROMOTION ATTRACTIVENESS AND PURCHASE INTENTION IN HEALTH AND BEAUTY RETAILING: EVIDENCE FROM GUARDIAN MALAYSIA

Abstract

Sales promotions are widely used in health and beauty retailing to attract consumers, increase store visits and stimulate purchase decisions. This study examines the effects of sales promotion attractiveness on purchase intention in the context of Guardian Malaysia. Specifically, the study investigates the influence of price discount attractiveness, bundle promotion attractiveness, member reward value, promotion clarity and perceived savings on consumers’ purchase intention. A quantitative survey design was used to collect data from 250 consumers who had experience purchasing health and beauty products from Guardian Malaysia. The findings show that price discount attractiveness, bundle promotion attractiveness, member reward value, promotion clarity and perceived savings positively influence purchase intention. Perceived savings recorded the strongest effect, followed by price discount attractiveness and member reward value. The study contributes to consumer behaviour and retail promotion literature by showing that consumers respond not only to the size of promotional offers, but also to the perceived clarity, value and savings of the promotion. The findings provide practical implications for health and beauty retailers in designing effective and understandable promotional campaigns