A Study On Impact Of Sales Promotion On Consumers Purchase Decision For Selected Products

Abstract

In the emerging business scenario consumers have diversified needs which they want to fulfil by purchasing wide variety of products and services from the market. While making decision to purchase, promotional tools are generally considered by consumers as it either reduces cost of product or add value to it. Sales promotions are the cost effective tools usually adopted by most marketers to sell their products and influence purchase decision. It has become common practice of customers to ask marketer s about availability of any promotional offers with product as it makes their shopping convenient in order to select a particular brand, design and model of the product. Behaviour of consumers has been discussed from past many decades by various authors; it varies among individuals as depends on diversified factors associated with it. This makes consumers more conscious and value specific while product purchase. The factors which provides worth in terms of benefit or value are highly considered. The present study, explains sales promotion and its effect on consumer purchase towards specific products adopting Kotler s Model of Consumer Buying. Among various sales promotions available, specific tools of it are adopted in the research. As values are associated with product purchase, impact of perceived value on sales promotion and consumer buying decision is also analyzed. newlineThe study conducted in three densely populated districts of Chhattisgarh adopting probability sampling and suitable multivariate analysis (Correlation, Regression and Moderation) performed to analyze the data. The results obtained revealed significant impact of sales promotion (independent) and perceived value (moderator) on consumer purchase decision (dependent), thus study contributes marketers and future researcher in their fields and fortify the society. newline newline