In store promotion - a determinant in building customer purchase intention

Today is the world of marketing where the customer prefers those products that are highly promoted and also displayed properly. FMCG refers to fast moving consumer goods that are purchased frequently, consumed fast and their shelf life is also low. In store promotion is a promotional technique used by the marketers to persuade the customer to buy the products from their store.

The aim of the present study is to understand the effect of in store promotional tools as a determinant in building customer purchase intention. The study is carried out by using exploratory research design and the data is collected by constructing structured questionnaire. The sample size is comprised of 176 sample respondents. The data was analyzed by using reliability statistics, frequency distribution and factor analysis. The results shows that in store promotional tools like advertising, store ambiance, promotion and sales people behaviour plays a significant role in building customer purchase intention in FMCG sector.