publication . Article . Other literature type . 2016

STUDY AND ANALYSIS OF CONSUMER BUYING BEHAVIOR IN RETAIL MARKET

Name: STUDY AND ANALYSIS OF CONSUMER BUYING BEHAVIOR IN RETAIL MARKET
Creator: Tina Porwal
Keywords: Consumer behavior, consumer purchase preference, Retail Market

Tina Porwal;

Open Access

Published: 01 Dec 2016

Summary

Abstract

<strong><em>The aim of this study are determining the impact of the most used tools of sales promotion in retail sector such as coupons, sample, price discount and buy one get one free on consumer buying behavior from two aspects are brand switching and customer loyalty. Consumer promotions should stimulate purchases, sustain brand-name recognition, and gain audience participation. Themes are underlying messages. Media should be selected. In this way include direct mail, newspapers, magazines, television, the personal sales force, and group meetings. The duration of a sales promotion is set. The feasibility of shared sales promotions is weighed.</em></strong>