A Model Of Consumer Response To Selected Sales Promotion Techniques In Organised Retail Sector: An Empirical Study Of Delhi And NCR

Abstract

The modern competitive era of organized retailing, marketers use diverse kind of promotional tools to persuade consumer buying behaviour. However, sales promotion is considered to be a key element of promotional mix used by the marketers to prolong in the competitive business environment.

A multi-dimensional model comprises Cognitive-Affective and Conative behavioural pattern is proposed in the study. The model is based on three different types of promotional tools- Scratch & Saves, Price Discount and Free Samples are supposed to create different types of consumer response. Through this study, an effort has been made to find out the impact on consumer purchase decision by inducing divers’ promotional tools. Data was collected using mall intercept (convenience) sampling through descriptive research design techniques in the area of Delhi and NCR and the sample size was 403. It was analysed and hypotheses was tested by using Structural Equation Modelling. The result shows that Price Discount is the most influencing variables of consumer purchase intention towards most demographic retail consumer profile followed by Scratch and Saves and Free Sample were the least significant. As for as the result based on impact factor all variables understudy is found to be statistically significant.