AN EMPIRICAL STUDY ON IMPACT OF ADVERTISING VS SALES PROMOTION IN CONSUMERS BUYING BEHAVIOR

AN EMPIRICAL STUDY ON IMPACT OF ADVERTISING VS SALES PROMOTION IN CONSUMERS BUYING BEHAVIOR

UNDER THE GUIDANCE OF: PROF. YASSER KHAM

SUBMITTED BY: ABHISHEK KUMAR

( 22GSOB2010086 )

ABSTRACT

The report is based upon the impact of advertising as well as sales promotion in the consumer buying behavior. The main objective of this research was to compare efficacy of Product Advertising and Sales promotion on Consumer Buying Decision. A questionnaire is made to gather the information which is a primary and most appropriate method for collection of data. This questionnaire includes:  This is an adequate number which enabled me to analyze and derive the answers pertaining to my objective. In accomplishing the objectivity, market visits and interactions were made with the     consumer that included variety of consumers and accordingly tried to analyze the consumer buying behavior. Various conclusions which came up with such as Advertising and Sales Promotion play an important role. The Age factor plays a significant role for the selection of products from advertising and sales promotion. But the impact of sales promotion is more because they interact with the product more in this. Hence the touch and feel of product is very important in Indian market. Otherwise people do not buy the products. All these factors led me to conclude that the Sales promotion and advertising are not affective at some purchase stages. The study should be extended to different product categories in fast moving consumer durables.

KEYBOARD:  attract customer, marketing, sales promotion.