Sales promotions impact on consumer behavior in context of low involvement products

Sales promotion is among the most important tactics that marketers focus predominantly and it is integral part of marketing mix. In the context of low involvement products it becomes necessary to execute sales promotions optimally by taking into consideration multiple factors. The nature of low involvement products implies for sizable consumer sales promotions by marketers. Low involvement products imply that consumers spend comparatively less time to make buying decision and have less shelf life. In departmental stores and hypermarts sales of low involvement products are often driven by execution of sales promotions, as a result it becomes of vital importance to identify most preferred type of sales promotions by consumers. This study includes BOGO, coupons, price-cuts, bonus packs as types of sales promotion tools. Sales promotions taken into considerations in this study are retailer and manufacturer driven sales promotions.