Influence of Sales Promotional Strategies on Water Purifier Purchase: A Study

Marketing is regarded as an activity and process that help in creating, exchanging and delivering the value not only to customers but also extended to the other stake holders such as clients, suppliers etc in general and society in particular. Marketing activity today has become more challenging due to frequent changes in the expectations levels of every stakeholder. Reaching and delighting the right customer with right product in a right time with right cost has become more challenging task for the companies. Majority of the companies fail today in this initiative. The basic purpose of this research paper is to investigate the influence of various sales promotion strategies on the purchasing behavior of consumers in water purifier market. After understanding the efficacy of various promotional tactics in the market, the paper aims at providing the better insights and strategies to optimize their promotional efforts not only for markets but also for the manufacturers. The study considered a mix approach of collecting the quantitative data from 450 respondents through a structured questionnaire and qualitative data by observations and interviews with customers, industry experts, distributors, dealers and retailers who sell the water purifiers to consumers. The results of the study indicates that the sales promotion has significant impact on consumer purchasing behavior such as offers, special discounts, quantity offers, free trails etc. It was observed that demographic features play a crucial role in moderating the promotional effectiveness. Research finding clarifies and recommends of having a mixed and innovative approach of tailoring a hybrid promotional strategy of leveraging modern digital marketing channels and few traditional sales promotions strategies to drive consumer engagement and to further the sales of water purifiers. The research study will contribute to further the literature on sales promotional activities by specifically focused on water purifier industry, the area which was ignored earlier and have received less attention in the yester years. The insights from this study will help the companies to device an effective and efficient promotional strategy which ultimately leads to increased market penetrations and better customer loyalty.