Abstract
The aim of this study are determining the impact of the most used tools of sales promotion in retail sector such as coupons, sample, price discount and buy one get one free on consumer buying behavior from two aspects are brand switching and customer loyalty. Consumer promotions should stimulate purchases, sustain brand-name recognition, and gain audience participation. Themes are underlying messages. Media should be selected. In this way include direct mail, newspapers, magazines, television, the personal sales force, and group meetings. The duration of a sales promotion is set. The feasibility of shared sales promotions is weighed.
Highlights
Consumer sales promotion having the objectives in which include the boosting brand awareness, increasing product trials, providing cost effective leads for the sales force, hiking average purchases, encouraging repurchases, obtaining impulse sales, emphasizing novelty, and supplementing other promotional tools
Channel-member sales promotion has objectives in which included the gain in distribution, receiving adequate shelf space, increasing dealer enthusiasm, raising sales, and getting cooperation in sales promotion expenditures
Sales promotion orientation refers to the focus channel members and its theme
Summary
Consumer sales promotion having the objectives in which include the boosting brand awareness, increasing product trials, providing cost effective leads for the sales force (prospecting), hiking average purchases, encouraging repurchases, obtaining impulse sales, emphasizing novelty, and supplementing other promotional tools. The most desirable aim of advertising seems to remain the support of the sale of concrete merchandise, as mentioned above frequently accomplished by providing sufficient information to underpin customers’ awareness of the certain product. Http://www.ijetmr.com©International Journal of Engineering Technologies and Management Research [1-6]. A sales promotion plan has six steps: setting goals ordinarily demand-oriented; assigning responsibility to advertising and sales managers, company departments, and/or outside specialists; outlining the overall plan including orientation, conditions, and other factors; selecting the types of sales promotion; coordinating the plan with the other elements of the promotion mix; and evaluating success or failure
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