Description

Promotions draw current and future customers' attention to a service. The best way to carry them out is to put a promotion plan into action. The objectives of the plan should be heavily influenced by the organization's overarching objectives, strategies, and findings from the marketing study, including the positioning statement. Consumer behaviour is the study of how, what, when, and why people make purchases. It also aims to evaluate the impact of group influences on the customer. The goal of promotion is to get in front of the targeted customers and convince them to make a purchase. The coordination of all seller-initiated initiatives to establish information and persuasion channels for the purpose of selling products and services or promoting an idea has been referred to as promotion. A crucial component of the promotional mix is sales promotion. Therefore, it is crucial to understand consumer behaviour in order to comprehend our production and consumption systems. A book on consumer behaviour and promotion management that clarifies this complex subject is thus absolutely necessary today. The current book represents an effort in this regard.