The Effect Of Sales Promotion On Consumer Behavior

This research pursues to prove the impact of marketing and advertising at the same time on consumer's buying behavior.It needs many times to accumulate information and knowledge through form,surveys,web site visits and walk-thorough investigations that are the first basis of this study work.This study discerned that marketing is best on the customers who travel through the peripheral route and it will lead the consumer's mind to whole change.This research was conducted through a descriptive research design.The descriptive consumer interviews design was considered appropriate as it enables description of the characteristics of certain groups,estimation of the proportion of people who have certain characteristics and making of predictions.The study collected quantitative data in the form of primary data from the consumers of the Chinese small and medium enterprises companies using a small interview and Qualitative data through content analysis.This study also found that sales promotion and advertising is much more effective in low involvement category products where a simple promotional signal can lead the consumers to buy a product.The study mentions that the management of the small and medium enterprises ought to formulate comprehensive and effective advertisement methods that obtain to create whole awareness,making favorable whole attitudes,gaining market share,causation purchase,building whole loyalty and increasing sales.During this analysis I conjointly suggests to the marketers to be alert of the new or unidentified product as advertisement may have solid negative effects on consumer's internal value reference and apparent excellence.This work conjointly highlights the importance of desegregation the advertising with totally different promotional activities to enhance the expansion of sales of a product.