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THE IMPACT OF PROMOTIONAL TOOLS USED BY HYPERMARKETS IN PUNE CITY TO INFLUENCE THE CONSUMER BUYING BEHAVIOR
Abstract: Hypermarket retail formats have been a standout amongst the most fast developing retail formations in the Indian retail sector for the most recent decade. Be that as it may, buyers have turned out to be more traditionalist because of the delicate macroeconomic atmosphere and keep on placing significance on advancements with regards to their purchase behaviour. For retailers, this conduct has implied extreme rivalry for a diminishing offer of wallet and has meant an enduring increment in limited time period. Advancements can effectively drive wanted practices and meet differing destinations for every objective client portion. Through this review, an exertion has been made to discover the different sales promotional tools, for example, Coupons, Free sample, Free gift, Lucky draw, Special Discount, Refund & Premium offers, Seasonal Discount, Price discount, Demonstration of the product (display), Buy one get one free, Product replacement and warranty, Gift with Purchase and consumers buying behavior, sweepstakes
and games that are being used by various Hypermarkets in Pune City to impact the customers buying behaviour. This study is based on review of theliterature, conceptual framework, collection and analysis of primary data and hypothesis which open the door for future researchers to expand more in this field.
Keywords: Sales promotions tools, Hypermarket, Consumer buying behavior, Purchase decisions