Sales promotional strategies impact on consumer buying behaviour in the indian retail industry with

Customers might also become comfortable with the lower price and demotivated to buy with the normal price anymore. The effect of these sales promotional schemes are measured on seven buying behavior responses like visit to store, purchasing the product, purchase acceleration, stockpiling, spending more, trial and brand switching.

International Marketing 3rd ed. The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market.

The widely held view is that sales promotion influence consumers to behave positively towards the company's product and services. The questionnaires were structured into four sections; the first section captured respondent's 9 demographic characteristics and the other three sections will help achieve the research objectives.

Discount and price off offer are also effective to stimulate purchase acceleration.

impact of promotional activities on consumer behaviour

The sample for the study was the students studying in post graduate course in different regions of Gujarat. So, price off offer gives instant incentive to visit the store and purchase the product. The result of Friedman test shows that price off has been found effective in inducing store visit, purchase and buying earlier than planned.

In such an intense industry, competitors entice consumers with a number of sales promotion activities. Product Management. Hypothesis H2 dH2 eH2 f and H2 g has been rejected.

Analyzing the influence of sales promotion on customer purchasing behavior

Promotion Tactics. The many definitions of sales promotion have a common viewpoint: they all involve a temporary and tangible modification of supply, for the ultimate goal of direct impact on the behaviour of the consumer, retailer or sales force. Impact of sales promotion on buyer behaviour: An empirical study of Indian Retail consumers. The widely held view is that sales promotion influence consumers to behave positively towards the company's product and services. Within the marketing mix, sales promotion has one of the strongest impacts on short-term consumption behaviour Laroche Et al. Discussion The result of Friedman test shows that discount has been found effective in inducing store visit, purchase and buying earlier than planned. Several concepts used in the study was also defined and explained in this chapter. Shi et. A systematic random sampling technique was used to sample respondents for the study. According to them, sales promotion increases sales volume. Indian Textile Summit. Journal Of Consumer Marketing , 14 2 , Following the economic recovery programme, structural adjustment programme and the subsequent trade liberalization, many companies in Ghana have had to face competition from overseas companies that are aggressive in promoting their products. Discount offer and consumer behaviour There is a large body of research which is aimed at identifying impact of price promotion like discount on consumer buying behavior.

The result of the hypothesis is shown in Table 5.

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Effect of Sales Promotions on Consumer Buying Behavior in