Investigating Impact of Consumer Promotion towards Buying Decision: A Demographic Analysis

In the emerging business scenario various promotional techniques are adopted by the marketer for influencing the buying decision of consumers. Consumer promotion, has been widely used to sustain competitive advantage, increase sales & stimulate consumer buying decision, is becoming a valuable tool for marketers. Through this study, an effort has been made to find out the various consumer promotion tools (discount, point of purchase (display), premium, rebate, coupon, contest etc) and its impact on consumer decision towards durable. For conducting the research, data collected through snowball sampling of 340 respondents through descriptive research technique which was further analyzed through multivariate technique using SPSS. The result reveals that all the considered consumer promotion schemes had significant impact on consumers. The study enlightens marketers in planning their marketing strategies and sustains confidence of consumers towards durable purchasing. The research can provide help to companies, the business precisions, entrepreneur and other related marketing personnel in designing new strategies for stimulating durable sales.