Study of Promotional Tools Influencing Purchasing Behaviour of Rural and Urban Consumers

Promotion is an important aspect that involves delivery of the company's brand or product messages to target customers. Several tools are used by companies to promote their product or brand. Each tool contributes a different way to reach customers and achieve communication objective. The aim of the present paper is to study different promotional tools that influence purchasing behaviour of rural and urban consumers. Also, men and women differ in their approach to shop as a result of promotional tool that impacts them to buy a product. In this paper, an attempt is made to understand which promotional tool or strategy is used by them. More importantly the present paper focuses on print media, advertising, and digital marketing. This study based on literature review and conceptual framework.