ROLE OF PROMOTION MIX ON PURCHASE INTENTION FOR LAPTOPS IN KATHMANDU

Abstract

The researcher has conducted the study to examine the role of promotion mix (advertisement, brand image, sales promotion and personal selling) on the purchase intention for laptops in Kathmandu. Further, the researcher has used descriptive research design to carry out the study. Besides, the researcher has distributed structured questionnaire to 400 respondents for collecting the data. Similarly, the researcher has used correlation, linear regression and descriptive statistics for analyzing the data in order to derive major findings and conclusion of the study. The researcher has considered all the laptop users in Kathmandu as the population of the study and has taken laptop users from Putalisadak area as samples of the study. The researcher has used convenience sampling technique for selecting the sample. The research study discovered or observed or found the positive, strong and significant relationship between promotion mix and purchase intention for laptops in Kathmandu. However, the study observed no significant relationship of one variable of promotion mix, i.e. advertisement with the purchase intention for laptops in Kathmandu while the other variables, i.e. brand image, sales promotion and personal selling had significant relationship with purchase intention for laptops in Kathmandu. The research study concludes that there is significant role of promotion mix on the purchase intention for laptops in Kathmandu. The laptop company should focus on promoting the laptop by using brand image, personal selling and sales promotions heavily to enhance customer’s purchase intention for laptops in Kathmandu. However, they should improve the quality of advertisements as well as should use only digital or online advertisement mediums and television advertisements if they desire to promote the laptop through advertisement in order to enhance customer’s purchase intention for laptops in Kathmandu.