Abstract
Increasing business prospect in retail has offered a chance to the retailers to build up their business and enlarge customers foundation through promotional tactics. Retailers are paying attention their efforts to enhance the loyalty and footfalls of customers in the outlet (Moore M., Kennedy K. M. and Fairhurst A 2003). The aim of this paper is to study the effects of sales promotional tools and understand the satisfaction level of customers for execution of sales promotion campaign. Author observed that sales promotion strategies are prime factor not only to improve the sales of a store but also enhance the loyalty of customer towards store. According to study, the most important sales promotion strategies adopted by customers are price and product discount followed by loyalty program, sweepstakes and premiums. While least important sales promotion strategies are posters and leaflets, point of purchase material and digital signage. It was also observed that satisfaction level of customer on sales promotion campaigns depends on creative skills involved in designing the campaigns and the type of its schemes.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
