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1. Federal Urdu University of Arts, Science and
Technology Islamabad
PROPOSAL
Topic: impact of sales promotion on consumer buying bebavior
Submitted by: Madam arooj malik

2. Research topic: Impacts of sales promotion on consumer buying
behavior.
Introduction:
Sale promotion is a tool that many companies used to attract people
toward their products. All the marketing activities are connected with
sale promotion that will help to increases consumer purchases. Sales
promotion consists of different type of promotional tools which attract
the consumers and influence on their purchasing behavior.
Literature review:
Previous studies show that promotional tools influences consumer
buying behavior. So, in this research we will study the effects of sale
promotion on consumer buying behavior. The research conducted by
Aurangzeb Mughal, Asif Mehmood, Ammar Mohi-ud-deen, Bilal
Ahmed,( 2014). The overall conclusion of their research was that they
have found positive consumer attitude toward various promotional
tools on buying behavior.
Objective:
 To study various sales promotion tools by which consumer
buying behavior is impact
 To study the sale promotion impact on consumer buying
behavior
Research Questions:

3. 1. What is the relationship between markets tools and consumer
buying behavior?
2. How do the marketing tool attract the customer to purchase more
goods?
3 .What is the advantages of using these marketing tool to attract
The customer?
Hypothesis:
 H1: Buy- one-get- one- free has a positive impact on consumer
buying behavior during sale promotion.
 H2: Coupons have a positive relationship with consumer buying
behavior during sale promotion.
 H3: There is a positive relationship between physical surrounding
and consumer buying behavior during sale promotion.
Significance:
I want to study this topic because now a day’s sale promotion becomes
the necessary aspects for businesses, without sale promotion
companies are unable to interact with customers so sales promotion
will help to increase the sales of the companies. So, in this research I
will study the impact of sale promotion on consumer buying behavior.
Research methodology:

4.  I will use the descriptive method of research for this paper.
 The time horizon is one short.
 The research that explain the situation instead of interpreting and
making judgement is descriptive research. The core purpose of
descriptive research is to establishing the accurateness of
developed hypothesis that reflects the present position. This kind
of research gives knowledge about the current and concentrate
on past or present for an instance in a community quality of life or
customer attributes towards and marketing activity.
 It is causal study in which I will study the effect of promotional
sale on consumer behavior.
 Data collection methodology I use have is questionnaire, where I
distribute the questionnaire among different individual of
different age and gender so that I came to know about the
purchasing opinion of respondent.
Limitation:
I have used of tools of sale promotion to identify the factors that
influence buying behavior due to shortage of time. Firstly, there was
limit of age of the respondent generated difference in the age of the
respondent different result. Secondly my sample is small which may not
represent the whole population. Different population have different
environment have positive role. My suggestion for future research is
that they should discuss latest tools use by the companies for sale
promotion.
 REFRENCES:

5.  Ripon Kumar Chakraborty(2013), Analyzing the Effects of Sales
Promotion and Advertising on Consumer’s Purchase Behavior ,
World Journal of Social Sciences, Vol. 3. No. 4. July 2013 Issue. Pp.
183 – 194
 Aurangzeb Mughal(2014) , The Impact of Promotional Tools on
Consumer Buying Behavior, Journal of Public Administration and
Governance, ISSN 2161-7104 2014, Vol. 4, No. 3
 Shahryar Ansari and Thames (2012), Effect of sales promotion on
consumer behavior based on culture, African Journal of Business
Management Vol. 6(1), pp. 98-102.
 Syed Ali Ahmad, Ahmed , Mustafa , Yasmeen(2015) , Impact of Sales
Promotion on consumer buying behavior in Pakistan , International
Interdisciplinary Journal of Scholarly Research (IIJSR)
 Nagadeepa, J. Tamil(2015), Pushpin A, Impact of Sale Promotıon
Technıques on Consumers’ Impulse Buyıng Behavior towards
Apparels at Bangalore, Asian Journal of Management Sciences &
Education Vol. 4(1) January 2015