Abstract
Marketers all over the world try to find creative strategies to attract customers, promotional tools are one important aspect of this paradigm. Sales teams use promotional tools to influence customers and entice their purchase behaviour. The aim of the study was to formulate a technique that has a significant positive impact and motivates the consumer to buy a certain product during the sales season. Four promotional tools were studied and analysed to construe their relationship with consumer’s buying behaviour. The study is quantitative in nature, and the data for the study were collected from 300 customer respondents through convenient sampling. Regression analyses were employed through SPPSS to analyze the data. The results have concluded that the price discount has a positive impact on a consumer’s mind and that makes him buy a product more. This study will help marketing managers and decision-makers in the sales team to strategize efficient marketing campaigns.
Highlights
Marketers have long used sales promotions as a tool to catalyze sales and attract consumers for years to pull customers to supermarkets and boost short-run sales volume
The study aimed to formulate the technique which has a significant positive impact and motivates the consumer to buy a certain product during the sales season
According to the text that is studied, most of the results have shown a significant positive impact on buying behaviour
Summary
Marketers have long used sales promotions as a tool to catalyze sales and attract consumers for years to pull customers to supermarkets and boost short-run sales volume. Monetary promotional tools are price discounts and coupons. These are the most common tools used by organizations. The trend regarding non-monetary promotions, for example, free gifts, free samples, games, and sweepstakes, are getting popular among consumers, it is leaving a negative impact on the brand image due to frequent discounts. Such promotional tools are projected to enhance the worth of product purchases by either decreasing the cost of the product or by added benefits (such as Buy 1 Get 1 Free, free samples) to the regular price. This study intends to find answers to the following questions:
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