The Effectiveness of Promotion through Brochure Advertising on Merchandise Sales: A Case Study of Multiple Retail Stores of Pakistan

Abstract

Advertisement plays a significant role in generating awareness and persuasiveness among consumers. Retailers are using brochures to create an awareness regarding promotion of products. Various studies using different price promotional policies reveal that it has significant positive impact on the sales. Customers are very specific on those products that are listed as promotional products. The purpose of this study is to find the presence of promotional brochure at retail stores of Pakistan and how information provided on promotional brochures has an impact on sales. For this purpose, the retail scanner information was used to assess the impact of promotional brochures on sales. The brochures were also collected to identify whether the product is on promotion or not. Regression analysis was applied, and the result showed that different stores have significant effect on sales of the merchandises. Price promotion ensures a positive influence on the sales at the retail level. The result of the study showed that the different products during the promotion from multiple retail stores have positive significant effect on the merchandise sales, brochure advertising have positive significant effect on the retail sales on the multiple retail stores of Pakistan. The findings also showed that the brochure advertising effectively explains the variation in the sales.