IMPACT OF SALES PROMOTION ON CONSUMER BUYING BEHAVIOR IN FMCG

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.