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Survey Paper | Management | India | Volume 3 Issue 5, May 2014 | Popularity: 6.9 / 10

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A Study on Impact of Sales Promotional Activities on Customer Buying Behaviour with Special Reference to Rathi Build Mart; Raipur

Paridhi Bhandari

Abstract: In todays business world customers are considered to be kings. It is important for producers to meet the needs of customers in order to stay competitive. One of the marketing tools that is used in attracting the attention of the customer is sales promotion. The aim of this paper therefore is to determine the effect of sales promotion on customer buying behaviour. In the emerging business scenario various promotional techniques are used by the marketer. Through this study; an effort has been made to find out the various sales promotion tools and its impact on customers buying behaviour with special reference to Rathi Build Mart; Raipur. For conducting the research; data was collected through simple random sampling of 100 respondents through descriptive research design technique. Later the data was analysed and the hypothesis was tested by using weighted average method and chi- square test.

Keywords: sales promotion, different techniques of sales promotion, most effective sales promotional technique, building materials, customers buying behaviour

Edition: Volume 3 Issue 5, May 2014

Pages: 300 - 303

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