Impact Of Sales Promotion On Consumer Buying Behaviour
Promotion is defined by Merriam Webster as “the furtherance of the acceptance and sale of merchandise through advertising, publicity, or discounting”.
Consumer Buying Behaviour is defined as “the result of the attitudes, preferences, intentions and decisions made by the consumer s in a marketplace before buying a product”. There are four types of consumer buying behaviour. They are: complex buying behaviour, variety seeking buying behaviour, Promotional Activities, makes consumers communicate with producers, such as media advertising, direct mail, personal selling, sales promotion, business promotion, trade promotion, public relations, packaging, store displays, website design, and direct personnel.
The promotional strategy has become an important part of the business organization; because the success of the business organization basically depends on the different types of sales promotion schemes in order to attract the customers. A consumer is someone who enjoys the benefits deliver the product. Consumer Buying Behaviour is the behaviour of the consumer at the time of purchasing of Goods and Services. Sales Promotions are used for the increase of sales. In this research, we discussed the impact of promotional
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This research study will analyse various forms of promotions and how those promotion methods affect consumers and their behaviours. For this research we have identified four sales promotion activities or strategies
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