Promotional gift is one of the tools to promote non-monetary sales that has various dimensions and these dimensions can affect the attitude of customers and ultimately their intention to buy. The purpose of this study is to investigate the effect of promotional gifts on customer attitude and observational learning. The statistical population of the study is all customers of Ofogh Kourosh store branches in Birjand. The size of the community in this study is unlimited. The number of samples using Morgan table is 384 people that questionnaire was distributed among the sample by available sampling method. This research is a descriptive, descriptive-causal research in terms of nature and method and an applied research in terms of purpose. To collect the data, standard questionnaires of promotional gifts of Zhu et al. (2015), observational learning of Khawaja (2013), and customer attitude of Stafford (1996) were used. The reliability of the questionnaires in this study is 0.885, 0.894 and 0.743, respectively. Descriptive indicators and structural equation modeling were used to analyze the data with the help of SPSS and PLS software. The results of data analysis showed that promotional gifts have a significant effect on customer attitude (with a path coefficient of 0.694) and on observational learning (with a path coefficient of 0.790).
