Sales promotion has become a vital tool for marketing and its importance has been increasing significantly over the years.
One of the purposes of a sales promotion is to elicit a direct impact on the purchase behavior of the firm’s consumers.
Received date February 02, 2015; Accepted date April 07, 2015; Published date April 17, 2015 Citation: Familmaleki M, Aghighi A, Hamidi K (2015) Analyzing the Influence of Sales Promotion on Customer Purchasing Behavior. doi: 10.4172/2162-6359.1000243 Copyright: © 2015 Familmaleki M, et al.
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Promotion is referred to as “any communication used to inform, persuade, and/or remind people about an organization’s or individual’s goods, Services, image, ideas, community involvement, or impact on society” .
Promotion (also referred to as Integrated Marketing Communication (IMC)) mainly consists of messages and related media that are used to communicate with the market.Promotion mix; Sales promotion; Buyer decision making Modern marketing is more than just producing good products, suitable pricing and easy access to them .Today, attracting new customers has become so important in modern retailing in addition to loyal to them and efforts have been paying in that perspective as known, the cost of keeping consumers present is less than the cost of gaining new customers. Firms have to rethink the relationship between attitude and behavior of their consumers.Firms have to rethink the relationship between attitude and behavior of their consumers.In this study, we will discuss the impact of sales promotion on consumer purchasing behavior.It is continuously said that most types of sales promotions affect the decision-making and purchasing stages of the buying process directly that is affective in the long-run since it leads to increased sales and profit .A sales promotion stimulates customer purchases and the efficiency of distributors through marketing activities excluding advertising, public relations and so on.Promotion has been defined as the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea.Sales promotion is vital element of promotional mix.Marketing activities related to the promotion of sales increased consumer purchases and indirectly to get more profit for the company.So, the purpose of sales promotion is to reach the targeted consumers and pervade them to buy .