Impact of Sales Promotion on Consumer Behavior

Description

Through promotions, a service is brought to the attention of current and future clients. Implementing a promotion plan is the most significant way to carry them out. The plan's objectives ought to be heavily influenced by both the organization's overarching objectives and strategies as well as the findings of the marketing analysis, including the positioning statement. The study of consumer behavior includes how, what, when, and why consumers purchase. It incorporates ideas from anthropology, sociology, sociopsychology, psychology, and economics. It attempts to comprehend how customers come to their decisions, both individually and in groups. To comprehend people's desires, it researches consumer traits, including demographics, psychographics, and behavioral variables. Additionally, it aims to evaluate how social influences—including those from the consumer's family, friends, and reference groups—affect them. The term "promotion mix" refers to the assortment of resources available to a company to successfully inform clients of the advantages of its goods and services. It reaches the targeted consumers and convinces them to buy our promotion goals. The coordination of all seller-initiated initiatives to create information and persuasion channels to sell products and services or promote a concept has been referred to as promotion. The promotional mix must include sales promotion as a key component. Understanding our production and consumption system now depends more than ever on consumer behavior. Therefore, a book on consumer behavior and promotion management that clarifies this challenging subject is a must nowadays. The current book makes an effort in this manner.