The Impact of Immediate Sales Promotion Techniques on Brand Recall: Study on Middle Income Group Residents in Riyadh

Abstract

The study aimed to resolve the impact of immediate sales promotion techniques on brand recall. The independent variable is divided into three sub-variables: price reductions, free samples, and purchasing vouchers. The research population is all foreign workers in the private sector in Riyadh. The figures show that the population size reached 3.4 million in 2021. A proportional stratification method was used, and the recommended sample size was 387 customers. The study concludes that a statistical impact of free samples on brand recall and there was no impact of immediate techniques on brand recall. Finally, the study presented and recommended a set of marketing implications to develop the uses of sales promotion techniques in retail stores.