A Study on Impact of Sales Promotion Techniques Affecting Purchase Behaviour on FMCG Products in Urban Market with Reference to Hyderabad, Telangana

Abstract

Sales promotion strategies are categorized as in-store and out-of-the-store promotions. The primary goal of this research is to investigate the relationship between how customers perceive sales promotion methods and how that impression influences their purchasing decisions. Purchase behavior in this study has been identified as the store loyalty, the basket size, and the shopping frequency. These aspects have been highlighted in FMCG markets, which are typified by low involvement items, a lack of obvious brand distinction, and intense competition. Premium brands and market leaders are not immune to these problems, since it has been discovered that followers and market leaders face the same amount of competition, even though their brand features differ significantly. In this study, the five major purchasing behavioral dimensions namely, brand switching, store switching, purchase acceleration, repeat purchase, and category expansion, have been considered as the dependent variables while perceptions about sales promotion strategies are treated as independent variables. One of the major issues concerning increase in sales volume is to design appropriate sales promotional strategies and tools to stimulate perch’s behaviors of the people in the industry. This way, the effectiveness of the sales promotion activities can be understood. Besides, such attempts will help redesigning the sales promotion tools and strategies that can strongly influence the purchase behaviour of the customers. Thus, in the present study such concerns are addressed while collected data from the customers of various stores in Hyderabad. Aside from the type of breakdown used (elasticity versus unit sales), the procedure of assigning promotional sales to the various response patterns is found to be critical. Given the ability hyperlink among advertising and emblem fairness, understanding FMCG consumers' attitudes approximately consumer-primarily totally based emblem fairness reasserts is crucial. Despite a wealth of literature at the separate subjects of Brand Equity and income promotion, there has handiest been a small amount that without delay tackles the connection among the two; this lends credence to Schultz's declare that they do not know a good deal yet.