“IMPACT OF SALES PROMOTION ACTIVITIES OF RETAIL OUTLETS ON WOMEN’S BUYING BEHAVIOUR”




“IMPACT OF SALES PROMOTION ACTIVITIES OF RETAIL OUTLETS ON WOMEN’S BUYING BEHAVIOUR”
Area of Interest: Consumer Behavior
Author
Khushandra Sharma
Assistant Professor
Lotus Institute of Management
Rajao Post, Lucknow Road, Bareilly (U.P.), India
+91 8755293250
k.sharma@lotus.edu.in

Abstract

Consistently increasing competition, changing people’s lifestyles & shifting the needs and wants of customers have pressurized the organizations to think creatively towards the generation of new aspects of sales promotion activities to increase their sales. In today’s world, implementation of various promotion tools to attract the customers is become acommon business practice of retail organizations. It has been observed in many cases that the sales promotion activities such as buy one get one free schemes, sales deals, psychological pricing, discounts, loyalty program, window display  and credit point scheme etc. have a major impact on the consumption level and the buying pattern of female customers. Therefore, this study aims to analyze the impact of sales promotion activities of retail outlets on women’s buying behavior.

To accomplish this exploratory research study, the null& alternate hypothesis has been formed and primary data collected from various retail outlets through getting the questionnaire filled by 200 female respondents. The chi-square test has been applied to verify the reliability of responses & feasibility of hypothesis.
The finding indicates that women are more sensitive towards sales offers & schemes.  The sales promotion activities of retail outlets not only influenced the women to buy excessively but also its results as a burden on their family budget.
Contradictory, for the retail outlets, these promotional activities have proven best strategies to increase the sales instantly.

Keywords: Sales Promotion, Promotion Tools, Buying Behavior






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