Evaluating the influence of promotional branding on consumer decision-making: A comparative study of product labels

Product labels have become an increasingly popular marketing tool, with promotional indicators like "buy one, get one free" or "20% off" gaining attention for their effectiveness. This study aimed to assess how these promotions impact consumer product selection behavior, employing the Theory of Planned Behavior. Through an online survey of 200 participants, the study explored shopping habits, preferences, and attitudes toward promotional labels. Results showed that consumers are more likely to choose products with promotional indications, perceiving them as higher in value. Price-sensitive consumers, in particular, were more influenced by these labels. The study further revealed that the type of product being promoted plays a role in the effectiveness of promotional cues. Key relationships were identified between promotional labels, perceived value, prudent behavior, and product selection behavior. The findings indicated that product selection behavior significantly influenced attitudes toward packaging and perceived behavioral control, both of which impacted the intention to select a product. Customer loyalty also emerged as a factor in the retention of products with promotional labels. This research provides valuable insights for researchers and marketers into how promotional labels drive consumer behavior.