IMPACT OF SALES PROMOTION ON CONSUMER BUYING BEHAVIOR: A CASE OF GARMENTS INDUSTRY OF PAKISTAN

The study highlights the importance of sales promotional tools on consumer buying behavior. The industry selected in the research is textile. The brands in the study are Khaddi, Gul Ahmed, Junaid Jamshed, Alkaram, Sana Safinaz and Bonanza Satrangi. The independent variables in the study are discounts, coupons and buy one get one free. Consumer buying behavior was treated as a dependent variable. Survey method was used and questionnaire was distributed to the respondents. Sample size was 110 in the study. Pearson correlation test and regression test were applied in the study. Discounts and coupons were strong positive relationship, whereas buy one get one free was moderate positive relationship. Khaddi brand was found to be more involved in sales promotional activities. More variables and increase in geographic location are needed for future research.