The Relationship Between Sales Promotion and Consumer Buying Behavior Towards Cars in Pune City: A Quantitative Analysis

Abstract

Purpose: Sales promotion plays a crucial role in influencing consumer purchase decisions, particularly in competitive markets like the automobile industry. This study examines the relationship between sales promotion and consumer buying behavior towards cars in Pune City, focusing on how promotional strategies impact purchasing decisions. The research aims to determine the strength of this relationship and identify key factors that influence consumer responses to promotions.

Methodology: A quantitative research methodology was employed, using a structured questionnaire to collect data from a large sample of 300 consumers in Pune City. The study used correlation analysis to assess the impact of various sales promotion techniques, such as discounts, cash back offers, and financing options, on consumer buying behavior.

Results: The findings reveal a strong positive correlation (r = 0.903) between sales promotion and consumer buying behavior, indicating that higher promotional incentives significantly influence purchasing decisions. Consumers in Pune respond favorably to discounts, exchange offers, and low-interest financing, making these key factors in their decision-making process. The study also finds that demographic factors, such as age and income level, play a moderating role in consumer responses to promotions.

Benefit of the Research: This research provides empirical evidence on the effectiveness of sales promotions in the automobile sector. It helps marketers understand consumer preferences and develop data-driven promotional strategies to enhance sales and brand loyalty.

Practical Implications: The study’s insights can assist automobile manufacturers and dealerships in designing targeted promotional campaigns that align with consumer expectations. Understanding the impact of promotions can lead to better allocation of marketing budgets and improved sales performance.

Originality: This research contributes to the limited empirical studies on the impact of sales promotions on consumer buying behavior in the Indian automobile market, specifically in Pune City.

Direction for Future Research: Future studies can explore longitudinal data to assess the sustained impact of sales promotions on brand loyalty and repeat purchases. Additionally, research can expand to other cities to compare regional consumer behaviors.