A study on effect of promotional mix on consumer buying behaviour with special reference to fortune elastomer Pvt. Ltd.

This study focuses on promotional strategies of Fortune Elastomers, which is a child company of VKC group of companies. Promotion is the way in a business makes its products known to the customers, both current and potential. Here in this project, the researcher tried to find the relation between promotion mix and consumer buying behavior. The results show that promotion mix has a unavoidable effect on buying decisions of consumers. In the case of footwear advertisement has the most influence on consumer's buying behavior. But we cannot avoid the consumers who do not consider advertisements. Attention should be given to other elements of promotion mix also, according to the importance of them in the mix. Here the main challenge faced by the company is high class people prefer high end brands. The solution I prefer is, Fortune Elastomers should introduce and market premium products in the market. The market is changing day by day and promotion mix also should be changed according to the market changes which are the only way to survive and lead the market.