Abstract:

This study investigates the effect of promotional strategies on consumer purchase decisions of hygiene products during 2022–2023. In the post-pandemic period, hygiene products have become essential daily-use items, and companies are aggressively using promotional strategies such as advertising, discounts, celebrity endorsements, digital marketing, and free samples to attract consumers. The research aims to understand how these promotional tools influence consumer purchase behaviour, brand preference, and loyalty.

A structured questionnaire was administered to 300 respondents from urban and semi-urban areas, and data were analysed using SPSS. Analytical techniques such as descriptive statistics, correlation, regression analysis, and factor analysis were applied to evaluate the relationship between promotional strategies and consumer purchase decisions. The results reveal that promotional strategies have a significant positive impact on consumer purchase decisions, with digital marketing and discounts being the most influential factors. Additionally, brand trust and product quality emerged as strong mediators in the decision-making process.

The study concludes that marketers should focus on integrated promotional approaches, combining digital platforms with traditional marketing tools, to enhance consumer engagement and drive sales of hygiene products. The findings contribute to existing literature by providing updated empirical evidence from the 2022–2023 period and offering practical implications for hygiene product marketers.

Keywords:

Promotional strategies, consumer purchase decision, hygiene products, digital marketing, sales promotions, brand trust, celebrity endorsements, influencer marketing, consumer behaviour, purchase intention, FMCG sector, social media promotions, online advertising, discount offers, integrated marketing communication (IMC), brand loyalty, consumer perception, consumer engagement, post-pandemic marketing.

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Methods