Impact of Sales Promotion on Consumer Buying Behaviour

Authors

  • Soma Nath Assistant Professor, Department of Commerce, St. Xavier’s College (Autonomous), Kolkata, West Bengal, India

Keywords:

Sales Promotion, Consumer Behaviour, Discounts, Buying Decision, Marketing Strategy

Abstract

Sales promotional tools are one of the most important marketing strategies used by producers/ marketers to attract the correct segment of individuals towards their product and create the right consumer segment.  This study analyzes the impact of sales promotion tools on consumer buying behaviour in a competitive market. Using a structured questionnaire, it examines how techniques like discounts and offers influence purchase decisions. Findings reveal that price incentives significantly affect consumers, especially budget-conscious buyers. Promotional tools benefit both consumers through cost savings and marketers through increased sales, though overuse may have drawbacks. The study highlights the dynamic nature of consumer preferences and the role of promotions in shaping behaviour.

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References

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Published

2023-02-28

How to Cite

Nath, S. (2023). Impact of Sales Promotion on Consumer Buying Behaviour. International Journal of Engineering and Management Research, 13(1), 185–189. Retrieved from https://ijemr.vandanapublications.com/index.php/j/article/view/1886

Issue

Vol. 13 No. 1 (2023): February Issue

Section

Articles

License

Copyright (c) 2023 Soma Nath

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Research Articles in 'International Journal of Engineering and Management Research' are Open Access articles published under the Creative Commons CC BY License Creative Commons Attribution 4.0 International License http://creativecommons.org/licenses/by/4.0/. This license allows you to share – copy and redistribute the material in any medium or format. Adapt – remix, transform, and build upon the material for any purpose, even commercially.