*2.3. Promotion*

Marketing communication has a positive and vital impact on consumers' purchase intentions and companies' sales volumes. In particular, the advertising plan has an influence on the attitude and the purchase intention towards a brand [46]. Another study by Song, Safari and Mansori [47] reveals the effects of five marketing stimuli, which include marketing communication and promotion of the food items on the perceived value of consumers. Afterward, the effect of this perceived value on the actual purchase decision examined. The results showed a relationship between marketing communication and perceived customer value among organic food consumers of Malaysia. In contrast to the existing literature, findings for the same study revealed no relationship between sales promotion and product perceived value. [43,45]. Hence, the above information leads to the development of the following hypothesis:

**Hypothesis 3 (H3):** *Promotion is positively associated with consumer's buying intention towards western food products.*
