Impact of Promotional Tools on Consumer Buying Behavior: A Case of FMCG Industry

Instantaneous changes in the global socio-economic scenario due to rapid uncertainties and emerging technologies have framed a cutthroat competition between market players across industries. This colossal change business structures has altered consumer demands driven focus search for unique marketing tactics attract, bring-in, retain larger customer pool through various promotional tools. The importance of strategies is undeniable as exclusivity tools core idea draw customer's attention towards products. Marketers today are relentlessly trying decipher new which changing can be catered seek innovative ideas attain attention. research project thus intends test effect different their impacts on buying behaviour. Every company hence tries execute forms aimed increase sales maximize share. Promotion mode that aspires introduce at same time persuade consumers buy products offered by enhance volume firm’s profit margins. Hence, purpose this study examine impact promotion include free samples, product price reductions, coupons, one get offer behaviour FMCG industry Pakistan. was conducted Karachi, total 208 respondents were selected using systematic random sampling technique. data collected self-administered structured questionnaire adapted from previous similar studies. Statistical employed SPSS SmartPLS3 software analyze gathered find some meaningful results. significance extensive key findings may help organizations devise appropriate minimize costs share well profits. Moreover, practical contributions persist identification pertinent management clients will beneficial related provide right inducement, businesses creating purchase practices display.