Effect of Buy-One-Get-One Offers on Consumer Buying Behaviour: An Empirical Study

Abstract

Buy-One-Get-One (BOGO) is a popular sales promotion technique used by many businesses. Under this offer, a customer receives one additional product when purchasing one product. Such offers may attract customers and encourage them to buy more. This study examines the effect of BOGO offers on consumer buying behaviour. The study uses primary data collected through a structured questionnaire. Data from 200 respondents are assumed and analysed using percentage, mean, reliability analysis, correlation and regression. The assumed results show that BOGO offers have a positive and significant effect on consumer buying behaviour. The study suggests that BOGO offers can encourage purchase decisions, impulse buying, increased quantity purchases and trial of new brands.