Antecedents of Consumer Response Towards Sales Promotion Technique in Organized Retailing: A Conceptual Overview

In today's business world the selection of suitable sales promotional technique is a significant decision for organized retailers. It is important for the retailers to grab the mechanism involved at the consumer level with regard to sales promotions. Indian consumers are price sensitive; each retailer is trying to catch the attention of more customers through different sales promotional activities. But the exact result of the impact of sales promotion on consumer buying behaviour is unclear so far. Therefore, in the milieu of consumer's use of retail sales promotions, a multidimensional model, following cognitive-affective-behaviour pattern, is proposed in this paper. This model stands on some identified sales promotional techniques from previous literature like coupons, buy-two-get-one, Cash back, price discount, Samples and scratch and saves assumed to stimulate different promotional responses in organized retail sectors.