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Sales Promotion and Consumer Buying Behavior: An Interdependent Relationship

Namrata Gain
Published: 3 April 2022
Abstract: Promotion is a word, which plays a very important role in business enterprise. According to the English dictionary, the meaning of promotion is wider. Promotion is a wide word which uses by the human resource department, marketing department as a different concept. According to the concept of the human resource department, the meaning of promotion is the advancement of an employee’s position within the organization. According to the concept of marketing, promotion means the advancement of a product, idea, and point of view through publicity and advertisement. Research work considering promotion as a concept of marketing-mix now it is important here to understand the concept of promotion in marketing management. Promotion is a bunch of all activities which help to communicate about products, brand names, and services to users. Promotion is the technique to make people aware, attract them towards products/services, and induce them to buy the product with preference from competitors’ goods. Promotion is one of the concepts of the 4P’s of marketing –mix .e. Product, Price, Place, and Promotion. 4P’s represents the sellers’ view of marketing tools that are available for the buyer and from the buyers’ point of view each marketing tool is designed to show customer benefits.
Keywords: Behavior / buyers / word / meaning of promotion / marketing / mix / department / concept

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