Effect of sales promotions in retail stores

Abstract

With increased competition among different players, both emerging and established, loyalty and increasing share of market becomes a crucial factor for success. This is applicable to both retailers and brands. In this regard, price promotions become imperative and thus a need to study its effect on Brand and Store choice. The retail market in India today is categorized as organized and unorganized. The intent is to study the motives and driving factors of the consumers in making the store choice and brand choice and then to relate the impact of price promotions in relation to this. This will help identify the categories or brands and the type of stores to which consumers are loyal to and thus the other set of consumers where price promotion will work to a greater extent. The study of the perceived risks associated with this change of preference of consumers will add further value to the study.