A Study On Role of Sales Promotion On Consumer Planned Purchase Behavior: With The Reference of Future Lifestyle Fashion

Abstract

In present scenario consumers’ are king of the market and marketers taking advantage to understand behavior of consumers’ though they can capture market in terms of market share or number of buyer’s. Promotional activities are playing major role to make huge change in sales figures. Promotional mix carrying 5 different tools to attract consumer but researcher believe sales promotional activities are directly make impact on consumer’s planned purchase behavior. Through this research paper researcher trying to provide necessary information about the role of sales promotion on planned buying behavior of the consumers with the reference of apparel industry under the brand of Future Lifestyle Fashion named- Central, Brand Factory and FBB (Fashion at Big Bazaar) respondents from Madhya Pradesh and Chhattisgarh states. Around 220 respondents helped to researcher through provided necessary information which was collected by the arranged questionnaire (questions are based on Likert Scale) and after tabulation applied t-test and ANOVAs. Researcher made few hypotheses based on the relationship between sales promotion and buying behavior, social surroundings and buying behavior and other factors influencing consumer’s buying behavior. Outcome will help to understand the acceptance and rejection parameters of buying product by the consumers’.