CONCEPTUAL FRAMEWORK OF RELATIONSHIP BETWEEN PROMOTIONAL TOOLS & CONSUMER BUYING BEHAVIOR

Dr. Prabhakar Pandey, Dr Sanjay Singh, Shekh Aadil Dalla

Abstract


Retail markets have been one of the most rapid growing markets in the world for the last decade; to stay competitive, retailers use effective sales promotions tools and that become a vital technique for marketers to stimulate consumer buying behavior towards purchasing any product. The aim of this study is to determine 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; brand switching and customer loyalty. This study based on literature review, conceptual framework and hypothesis which open the door for future researchers to expand more in this field.

Keywords


Sales promotions tools, Consumer buying behavior, Purchase decisions, Marketing

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