Price discount strategies and bonus pack in purchase intention

Abstract

Marketing promotions are widely used practices. However, there is a dilemma on the effectiveness of the discount strategy and the bonus pack strategy. Therefore, the objective of this research is to compare the effect of both strategies on purchase intention. An experimental design was carried out with 69 people using a chocolate bar, applying a one-factor analysis of variance (ANOVA). The results indicate that the price discount has a greater effect on the purchase intention. These results contribute to a better understanding of consumer behavior. Likewise, it is highlighted that it is important to choose the appropriate promotion strategy to promote the consumption in the short term of products similar to the one used in this study.