INFLUENCE OF SALES PROMOTION ONPURCHASE OF STORE BRANDS

Abstract

 A sales promotion is a marketing strategy in which a business uses a temporary campaign or offer to increase interest or demand in its product or service. The main aim of this study is to study the factors influencing customers to purchase store brand products and to analyse the impact on sales promotion on customer purchase decision. The researcher used regression analysis to find the result. In addition to increasing immediate sales, sales promotions can also help your business: attract new customers, encourage loyalty and repeat purchases. Store brands are attracting customers by sales promotional strategies. The various promotional strategies are coupons, offers and Points which are implied by the store brands.. This implies that customers are impressed by coupon, offers and Points which is offered by the store brands and this will lead to purchase of the store brand products.