This study aimed to examine and distinguish the effects of two specific sales promotion tools, namely sale discounts and bonus packs, on consumers' purchase intention. An additional objective was to explore the interaction between these sales promotion methods and consumers' regulatory focus on purchase intention. A total of 110 participants, predominantly between the ages of 18 and 25 in Cambodia, completed the survey for this study. Furthermore, the study observed an interesting pattern among customers with a high level of promotion focus (and a low level of prevention focus). Specifically, this group exhibited a higher purchase intention when products were accompanied by bonus packs, while sale discounts resulted in a lower purchase intention. These findings suggest that the influence of sales promotion tools on purchase intention is contingent upon consumers' regulatory focus, particularly their level of promotion focus.
The study provides empirical evidence was not supporting the greater impact of bonus packs on purchase intention than sale discounts. Moreover, it highlights the differential effects of sales promotion tools based on consumers' regulatory focus, specifically noting the higher purchase intention associated with bonus packs for individuals with a high promotion focus.

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