IMPACT OF SALES PROMOTION ON CONSUMER BUYING BEHAVIOR: A CASE OF FMCG PRODUCTS

Abstract

Purpose- The aim of this study was to explore and evaluate the impact of sale promotion vehicles on consumer buying behavior in Pakistani context. The sales promotion is the useful tactic in marketing which allows to build awareness in market and compete based on effectiveness. Methodology/sample- The quantitative design was selected and the questionnaire was prepared which was further filled through conducting the survey. The sample size was of 384 respondents and consumers of Nestle dairy products were approached. The data was analyzed through performing descriptive, reliability analysis and Pearson Correlation test. Findings- The findings of study prove that sales promotion vehicles such as coupons offer, discounts prices, buy-one-get one-free offer and free samples influence positively on the buying behavior of consumer. The Pearson correlation test reveals the strong relationship among variables and the hypothesis HI, H2, H3 and H4 were accepted with sig value of 0.000 Practical Implications- The outcomes of the research may help marketing managers in identifying the tactic that can be used for attracting customers towards products.