Title: Can sale promotion drive the purchasing intention and buying behaviour of customer: a case study of Unilever Pakistan Limited

Authors: Ammar Bashir Khan; Muhammad Rafiq

Addresses: Department of Business and Management Sciences, Superior University, 17-KM, Main Raiwind Road, Lahore, Pakistan ' Department of Business and Management Sciences, Superior University, 17-KM, Main Raiwind Road, Lahore, Pakistan

Abstract: Unilever Pakistan, a company that deal with consumer goods and cover about more than 400 highly popular brands, emphasised to expand and continue its sales in the crucial times. COVID-19 gave companies throughout the globe a tough time and similarly affected the sales and operations of Unilever Pakistan. With Unilever Pakistan targeting the upper-class individuals, this deprives the middle-and lower-class individuals in becoming a consumer of Unilever Pakistan. Several challenges are standing gigantically in front of Unilever Pakistan and could result in a decline in revenues, sales, and hence its market reputation. The company must overcome these significant challenges to avoid damaging their reputation. The operation, productivity, and sales of the products decrease due to these challenges. The performance of the staff, collaborations of teams and boosting their skills are the keys to gain success in crucial times.

Keywords: sales promotion; marketing; buying behaviour; purchasing intention.

DOI: 10.1504/IJTCS.2022.129932

International Journal of Teaching and Case Studies, 2022 Vol.13 No.3, pp.207 - 214

Received: 11 Oct 2022
Accepted: 29 Oct 2022
Published online: 03 Apr 2023 *

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