SPS (SALES PROMOTION SCHEMES)PREFERENCE OF RETAILERS IN IMPULSING CONSUMER BUYING BEHAVIOR (original) (raw)

2019, International Journal of Advance and Innovative Research

ABSTRACT Sales promotion efforts of marketers focusing on the incremental sales volume, acquiring market share, branding, consumer acquisition and retention. FMCG players are providing different schemes to consumers, retailers and sales force to capitalize the industry growth opportunities. Apart from consumer promotion and advertisements, promoting retailers with sales promotion schemes are having more impact on branding and sales achievement. A research report in a business weekly has revealed that about half of the people in India are below the age group of twenty is about 160 million whose major purchases are impulsive in nature. But the FMCG corporate companies are not having a specific plan about the nature type of promotional schemes which are effective and profitable. This study was carried out among the 500 FMCG retailers aimed at understanding their preference level of various sales promotion schemes which impulse the FMCG consumers towards brand preference and product choice. Keywords: Retailers adoption, Smart Technology, Consumer behavior