Impact of Sales Promotion on Buyer Behaviour: An Empirical Study of Indian Retail Customers
Journal of Management, Vol. 3, No. 1, pp. 11-24, January-June 2009
14 Pages Posted: 24 Jun 2010
Date Written: June 23, 2010
In the Global Context of Open Market Economics of Today, the consumer has become the king. He enjoys a lot of Freedom in his Purchase Decision. A consumer is in the Position to influence the manufacturer or the marketer regarding, size, quality, content of the product, price, post sales service, among other things. As a result, the markets no longer remained the "sellers market", it obviously turned in to "buyers market". With the Indian retail boom, many players are entering with different retail formats. As a result, competition is becoming very tough. Keeping in mind that the Indian consumer is price sensitive, each player is trying to attract more customers through different sales promotional activities. But the exact picture of the impact of sales promotion on consumer behaviour is yet unclear to the retailer. This paper tries to find out the impact of retail sales proomotions on consumers buying behaviour.
Keywords: Consumer Behaviour, Retail Sales, Promotion
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