Analysing the Effects of Sales Promotion and Advertising on Consumer ’ s Purchase Behaviour

This study seeks to demonstrate the impact of sales promotion and advertising simultaneously on consumer’s purchasing behaviour. It requires several months to accumulate data and information through questionnaire, surveys, site visits and walk-thorough investigations which are the primary basis of this study work. This study found out that sales promotion is most effective on the consumers who travel through the peripheral route and it can leads the consumer’s mind to brand switching. This study also found that sales promotion and advertising is much more effective in low involvement category products where a simple promotional signal can lead the consumers to buy a product. This study also suggests to the marketers to be aware of the new or unknown product, as sales promotion could have strong negative effects on consumers’ internal price reference and perceived quality. This work also highlights the importance of integrating the advertising with different promotional activities to improve the growth of sales of a product.

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