EXPLORING DYNAMIC EFFECT OF SALES PROMOTION ON CONSUMERS: A REVIEW

The recent trend in marketing is customers focused which intended to fulfill diversified needs, wants and satisfying them. consumer during purchase evaluates various factors add value product either by saving money or providing added benefits. Retailers this digital era adopt promotional strategies (sales promotion) on routine bases, persuade stimulate consumers buy. Since decades large number of studies has been performed authors describing significance sales promotion. This study elaborates the research conducted years context with promotion techniques its effectiveness among reviewing 22 papers.Sales includes coupons, rebates, price packs, premiums, frequency programs, prizes (contests, sweepstakes, games), patronage awards, free trials, warranties, point-of-purchase (P-O-P) displays demonstrations etc, produce quick results as it boosts quickly make customer loyal long run. It was evident from past researches review that had positive significant influence towards purchasing similar differential products varying quantities segments market. Thus, marketer selecting combination can exaggerating generate profit.