EXPLORING DYNAMIC EFFECT OF SALES PROMOTION ON CONSUMERS: A REVIEW

The recent trend in marketing is customers focused which is intended to fulfill diversified needs, wants and satisfying them. The consumer during purchase evaluates various marketing factors which add value to product either by saving money or providing added benefits. Retailers in this digital era adopt promotional strategies (sales promotion) on routine bases, to persuade and stimulate consumers to buy. Since decades large number of studies has been performed by various authors describing significance of sales promotion. This study elaborates the research conducted in recent years in context with sales promotion techniques and its effectiveness among consumers by reviewing 22 research papers.Sales promotion techniques includes coupons, rebates, price packs, premiums, frequency programs, prizes (contests, sweepstakes, games), patronage awards, free trials, product warranties, point-of-purchase (P-O-P) displays and demonstrations etc, which produce quick results as it boosts sales quickly and make customer loyal in long run. It was evident from past researches review that sales promotion had positive and significant influence on consumers towards purchasing similar or differential products of varying quantities from diversified segments of market. Thus, marketer by selecting combination of sales promotion techniques can exaggerating sales and generate profit.