*Department of Applied Economics, Faculty of Commerce, University of Lucknow, Lucknow, U.P
**Research Scholar, Department of Applied Economics, Faculty of Commerce, University of Lucknow, Lucknow, U.P
Online published on 24 October, 2019.
Now a day, sales promotion offers has become one of the most widely use method for inducing sale, particularly in apparel industry. Marketers use multifarious offers to promote different behavioural responses of customers. It is an evident that properly strategized promotional offers can generate remarkable profit to the marketer. There is a need to examine the impact of each sale promotion offers on consumer behaviour viz-a-viz purchase acceleration, brand switching, product trial, stock piling and spending more to the five different sales promotion-discounts, free gifts, coupons, loyalty cards and buy one get one free. 208 people were surveyed through close ended questionnaire. The data was collected on interval scale. Of the total responses received the data of 200 respondents was found to be usable, remaining 8 responses were either have missing data or unclear responses. The study aims to identify the effectiveness of each sales promotion offer on the above mentioned behaviour. Further the study also suggests the most effective promotional offer(s) for apparel industry.
Sales promotion offers, brand switching, purchase acceleration, stock piling, product trial and spending more, apparel
