Impact of Sales Promotion on Consumer Behavior:AnAnalytical Study of Readymade Garmentsand Footwear Segments

Abstract

The present day marketing is consumer as well as society oriented. The basic task of needs and wants satisfaction is performed by marketing management of all the companies. To accomplish this task of marketing, the management has to aware, attract and retain consumers for its offerings. Sales Promotion is one such tool which is extensively used by marketers to attract and retain consumers. It is used as an incentive or motivation for the consumers to try/buy the product being promoted. A lot of time, money and other resources are employed in this regard. It is thus very important to analyze the impact of different Sales Promotion techniques on Consumer Behavioral variables. The present study uses Structural Equation Modeling to analyze this impact. Discount and Buy-one Get-one (BOGO) have been taken for Sales Promotion (SP) while Product Trial (PT), Brand Loyalty (BL) and Spending More (SM) are the variables considered for Consumer Behavior. Moreover, the differences between garment and footwear segment have been explored. The data has been collected through self administered questionnaire using mall intercept method in Delhi-NCR.