n African Journal of Business and Economic Research - The role of 'Shari'ah' in shaping Egyptian consumers' behavior towards sales promotion tools

Volume 7, Issue 1
  • ISSN : 1750-4554
  • E-ISSN: 1750-4562


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) for buying 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 relationship.

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