The impact of point-of-sale marketing on impulse buying behaviour of packaged foods at retailers in Ho Chi Minh City

Abstract

Nowadays, as competition becomes more and more intensified, a retail outlet is not just a venue for distribution or transaction but a promotional touchpoint for retailers and manufacturers vying to attract shoppers’ attention and influence their impulsive behaviour. This study examines the impact of point-of-sale marketing on consumers’ impulse buying behaviour. The primary study was conducted using the survey method with a convenience sample of shoppers who have bought a specific packaged food at a retailer in Ho Chi Minh City for on-premise or on-the-go consumption. After screening, usable data, including 302 responses, was analyzed using EFA and PLS-SEM methods to assess scales and test hypotheses. The results showed that three point-of-sale marketing factors display point-of-sale materials; brand awareness and product display significantly influence impulse buying behaviour through sequentially the feeling of pleasure and the urge to buy impulsively. The managerial implications are also discussed.

Keywords

• marketing tại điểm bán
• mua hàng tùy hứng
• nhận biết thương hiệu
• trưng bày sản phẩm
• vật phẩm quảng cáo tại điểm bán