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Impact Of Sales Promotion On Sales

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THE IMPACT OF SALES PROMOTION ON PURCHASE INTENTION OF CONSUMER

New products come into the market to improve the quality of life of people. These products have to be differentiated among other products already in the market. The Marketing mix consists of the 4 Ps- Product, Price, Place and Promotion, which can be used to market the products. One of the easiest among them is to apply sales promotion. Promotion is used to change the consumer’s purchasing behaviour. In a competetive market, promotion is essential for a new as well as an existing product to survive in the market place. Promotion is used to convey the message about the product being offered to the customer, creating demand for the product, positioning the product in the market and making a decision related to buying a product. Sales promotion has the ability to increase the sales profit within a short period of time. Every business has the ultimate objective of increasing the sales of goods that the business deals in. Sales promotion is one of the method which can be adopted for the achivement of this objective.

Sales promotion is defined as a “diverse collection of incentive tools, mostly, short term designed to stimulate quicker and/or greater purchase of particular products/services by consumers” (Kotler, 1998).

Sales promotion is a subset of Promotion tool. Promotion includes sales promotion and other promotional tricks like direct marketing, advertisement, personal selling, publicity, public relations,

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