Mahsa Familmaleki, Alireza Aghighi and Kambiz Hamidi
The promotion mix is a term used to describe the set of tools that a business can use to communicate effectively the benefits of its products or services to its customers. The purpose of promotion is to reach the targeted consumers and persuade them to buy. Promotion has been defined as the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea. Sales promotion is vital element of promotional mix. The purpose of this study is to investigate the effects of sales promotion on buyer decision making process. In other words, the general objective of this study was to find out the effectiveness of some elements on the buying behaviors of customers. Marketing activities related to the promotion of sales increased consumer purchases and indirectly to get more profit for the company. So, the purpose of sales promotion is to reach the targeted consumers and pervade them to buy .Sales promotion has become a vital tool for marketing and its importance has been increasing significantly over the years. One of the purposes of a sales promotion is to elicit a direct impact on the purchase behavior of the firm’s consumers. Firms have to rethink the relationship between attitude and behavior of their consumers. In this study, we will discuss the impact of sales promotion on consumer purchasing behavior.
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