Resumen

CASTILLO CANDELARIO, Guadalupe Jennifer; CAMPOS RUIZ, Katherin Deici  y  CALLAN BACILIO, Richard. Relationship between purchase intention and promotional strategies: the case of Castle sports store. Poblac.Desarro. [online]. 2026, vol.32, n.62, pp.71-82. ISSN 2076-0531.  https://doi.org/10.18004/pdfce/2076-054x/2026.032.62.071.

The objective of this study was to determine the relationship between purchase intention and promotional strategies among customers of the Castle sports store. It addressed the issue of how consumer perceptions regarding their purchase intention are linked to the promotional strategies implemented by the company, considering the need to better understand the factors that motivate such intention in an increasingly demanding and competitive market. A quantitative methodology was applied, using a non-experimental cross-sectional design and a survey of 371 customers, evaluating their perceptions of purchase intention and promotional strategies through dimensions such as purchase probability, the influence of satisfaction, and pre-consumption evaluation. The results show a high positive relationship between purchase intention and promotional strategies, with a Spearman coefficient of 0.853, indicating a strong association between the two variables. It is concluded that purchase intention is strengthened when consumers perceive promotions as relevant and consistent with their expectations, positioning these strategies as a decisive resource for influencing consumer behavior and adding competitive value to the brand.

Palabras clave : purchase intention; promotional strategies; consumer behavior; sports marketing.

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