Abstract:
Purpose— The purpose of the research was to find out whether the sales promotions have an impact on
consumers buying behavior or not, and if it is an effective strategy, than which promotional tool is highly
influential. To conduct the research, respondents have been categorized into 5 age groups from teenagers to young
adults and only the gentry of Karachi is the main focus of the study. The study also finds out that which gender is
impacted more due to the promotional offers and how their buying decision is effected due to these timely offers.
Methodology—the primary data for the research was gathered from a sample of 394 respondents selected through
convenient sampling. The tool used for gathering information was a close ended questionnaire consisting of 5
parts. First part being demographics, second for consumer buying behavior while the other four parts are for
promotional tools which were taken into account for studies. Four hypothesis were generated which will be tested
by the regression analysis.
Findings — The general finding of this research is that the sales promotion has an impact on the consumers
buying behavior in the short run that is there is a moderately significant relationship between the two variables
that is sales promotion and consumer buying behavior. Moreover, the tools that have a high impact on the buying
behavior of consumers are price discount and buy one get one free. From demographic concerns the people, who
fall under the age group of 15-22 are more impacted by such promotional offers. From earning perspective, the
job holders get more influenced when such offers are surviving in the market.
Practical Implications- The outcome of this journal can be helpful for the marketers to implement the sales
promotional tools in a good mix that it can have strong power to influence the majority of the customers. Also
provides an insight to the marketers for focusing on the demographic aspects as well while throughing
promotional tools in the market. Wholesalers and retailers can also be benefitted as tins study gives them an idea
to offer the deals that may gives a boost to their sales in the short run, hence increasing their revenues.
