Assessing the preference of price based promotion schemes among customers in retail: A demographic study

India is undergoing a phase of dynamic growth and transition. This is a sign of the country moving towards becoming a developed nation from the category of developing countries. The business scenario of any nation is indicative and predictive of any nation’s status in future at the international platform. The Indian retail business has shown tremendous phase of dramatic growth and is one of the most promising industry today. Promotion as an essential element of retail industry and specifically sales promotion tool has proven to be useful tool to attract customers in the retail stores. Retailers today are becoming very innovative in using different sales promotion tools to raise their sales and clear the existing stock. The rising mall culture has also increased the need of such promotional efforts from retailers. The purpose of the study is to analyze the preference of price based promotion schemes among the customers planning to purchase FMCG products across age and gender categories.