Open AccessImpact of Sales Promotion, Advertising and Direct Marketing on Sale of Cosmetic Products
Author(s) -
Zahoor Khan
Publication year - 2021
Publication title -
journal of marketing strategies
Language(s) - English
Resource type - Journals
eISSN - 2788-6778
pISSN - 2710-5288
DOI - 10.52633/jms.v2i1.26
Subject(s) - business , marketing , sales promotion , purchasing , advertising , promotion (chess) , brand loyalty , product (mathematics) , conceptual framework , sample (material) , loyalty , philosophy , geometry , mathematics , epistemology , politics , political science , law , chemistry , chromatography
Retail markets have been one of the most rapid-growing markets in the world for the last decade; to stay competitive, retailers use effective sales promotions tools and that become a vital technique for marketers to stimulate consumer buying behavior towards purchasing any product. This study aims to determine the impact of the most used tools of sales promotion in the retail sector such as coupons, sample, price discount and buy one get one free on consumer buying behavior from two aspects: brand switching and customer loyalty. This study based on a literature review, conceptual framework and hypothesis which open the door for future researchers to expand more in this field.