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ISSN: 2162-6359

International Journal of Economics & Management Sciences
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Research Article

Analyzing the Influence of Sales Promotion on Customer Purchasing Behavior

Mahsa Familmaleki1*, Alireza Aghighi2 and Kambiz Hamidi3

1Department of Management and Accounting, College of Humanities, Hamedan Science and Research Branch, Hamedan, Iran

2Department of Management, Faculty of Economics and Management, Payame Noor University, Hamedan, Iran

3Faculty Member of Management and Accounting, Islamic Azad University Hamedan Branch, Hamedan, Iran

*Corresponding Author:
Mahsa Familmaleki
Department of Management and Accounting College of Humanities
Hamedan Science and Research Branch
Hamedan, Iran
Tel: 0989183126523
E-mail: [email protected]

Received date February 02, 2015; Accepted dateApril 07, 2015; Published date April 17, 2015

Citation: Familmaleki M, Aghighi A, Hamidi K (2015) Analyzing the Influence of Sales Promotion on Customer Purchasing Behavior. Int J Econ Manag Sci 4:243. doi: 10.4172/2162-6359.1000243

Copyright: © 2015 Familmaleki M, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

Abstract

The promotion mix is a term used to describe the set of tools that a business can use to communicate effectively the benefits of its products or services to its customers. The purpose of promotion is to reach the targeted consumers and persuade them to buy. Promotion has been defined as the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea. Sales promotion is vital element of promotional mix. The purpose of this study is to investigate the effects of sales promotion on buyer decision making process. In other words, the general objective of this study was to find out the effectiveness of some elements on the buying behaviors of customers. Marketing activities related to the promotion of sales increased consumer purchases and indirectly to get more profit for the company. So, the purpose of sales promotion is to reach the targeted consumers and pervade them to buy .Sales promotion has become a vital tool for marketing and its importance has been increasing significantly over the years. One of the purposes of a sales promotion is to elicit a direct impact on the purchase behavior of the firm’s consumers. Firms have to rethink the relationship between attitude and behavior of their consumers. In this study, we will discuss the impact of sales promotion on consumer purchasing behavior.

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