The role of 'Shari'ah' in shaping Egyptian consumers' behavior towards sales promotion tools

Abstract

This study measures to what extent ‘compliance with Shariah’ moderates the relationship between different sales promotion tools, namely price discount, product demonstration/sampling, buy one get one free (bonus pack), sweepstakes/lucky draws, scratch and win offers and free samples, and three consumer behavioral responses (product trial, stockpiling, and spending more) forbuying convenient products from supermarkets in Alexandria and Cairo.A total of 381 selected Muslim consumers/shoppers were surveyed via face-to-face interviews using a structured questionnaire. Overall correlation analysis between the six proposed sales promotion tools and consumers’ response behavior in general demonstrated a significant relationship. Furthermore, correlation analysis initially indicated that there is a positive significant relationship between all sales promotion tools and compliance with Shariah with exception of sweepstakes and scratch and win offers that demonstrated a significant negative...