Impact of Sales Promotionactivities on Consumer Buying Behaviour: An Indian Perspective

Abstract

In currenttrade world customers are king. It is imperative for producers to meet the requirements of customers in order to stay viable. One of the promoting tools that is used in attracting the responsiveness of the customer is sales promotion. Sales promotions have become a spirited tool for marketers and its significance has been increasingexpressively over the years. Sale promotion is one of the key essentials in marketing mix for many consumers’ products all-inclusive that has been used in order to motivating consumer purchases. Typically the budget that allocated to sales promotions has been quickly growing with marketers changing their attentions to apply sales promotions more than other devices such as advertising.In the evolving business scenario numerous promotional techniques are used by the marketer. Under this study, an effort has been made to find out the several sales promotion tools and its outcome on consumer buying behaviour. The aim of this research is to find what is intended by sales promotion and buyer buying behaviour. Percentage method is employed in this study to understand how sales promotion is affecting consumers while they are buying product or service.