Munich Personal RePEc Archive

Role of product promotion on consumers buying behaviors

Tahiri, Noor Rahman (2019): Role of product promotion on consumers buying behaviors.

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The present research is focusing on the impact of product promotion on consumer’s buying behaviors. Brand image, persuasiveness and celebrity endorsement in the Promotion are the key factors, which raise the consumers’ intentions towards the product and buying behaviors. The buying behavior is strongly influenced by image of the product, which is built by the advertisers. The primary data of the study is collected through questionnaires and secondary data was collected through internet, journals and business magazines. A sample of 80 respondents was taken. The study explores that a creative and well-executed advertisement has always a great impact on the buying trends or purchasing behaviors of the consumers. At the same time quality of the product and price are also included with their strong impact on buying behavior of consumer. Likewise, to some extent the celebrity endorsement also matters in the buying behavior. Therefore, the study concludes that the positive impact of all these factors, on the buying behavior of the consumer proves the loyalty of consumer towards brand which helps in promotion of the advertised product and changes the buying behavior towards buying intentions.

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