Abstract:
Purpose The research paper is about a study conducted to find out the Impact of BTL Marketing on Consumer Buying Behavior. In order to study the impact with greater reliability, different hypotheses were utilized which revolved around emails, discount coupons, promotional stalls, telemarketing and SMS marketing as the marketing tools to assess the results. Methodology Questionnaire was used as the research instrument for the findings of the research. With a 250 sample size decided upon, the questionnaires were distributed in various areas of Karachi, a city of Pakistan with growing trends. The areas included shopping malls, retail stores, universities and colleges and work places. It was distributed to this particular class only as they are aware of the concept of BTL marketing and valid results would be generated in this manner. SPSS was used as a statistical tool to calculate the results correctly in numbers and percentages. Findings The findings of the paper turned out to be positive as the results showed clearly that emails, discount coupons, promotional stalls, telemarketing and SMS marketing could be utilized by the marketers in an effective manner for a greater percentage of consumers to influence their buying behaviors, thus concluding that BTL marketing has an impact on consumer buying behavior. Further Implications This research has proved to be significant in terms of providing knowledge for the BTL marketing techniques. However, it could be expanded by restricting particular demographics and collecting results whether BTL marketing could be used for long term relationship marketing.
