Published Paper Details:

The main purpose of this study was to assess the impact of sales promotion tools on consumer buying behaviour, taking beer consumers in Delhi NCR as a case study. The study considered four sales promotion tools, 1.The crown prize, 2.Buy one get one free, 3.Price discount and 4.Free sample, to measure the buying behaviour of beer consumers. The research was quantitative by design and the researcher pursued an explanatory study from among the various quantitative methods, as this approach helps explain the relationship between variables. The researcher selected 384beer consumer respondents residing in Delhi NCR, using non-probability (convenience) sampling method, for the purpose of this study. Statistical techniques such as descriptive statistics were used to analyse the quantitative data gathered through questionnaire. And the data was analysed using SPSS software. The Survey signified that, buy one get one free, free sample and price discount exhibited the most significant and positive impact on consumer buying behaviour respectively, from among the four sales promotion tools this study took into consideration. The research also indicated that UTC had the least influence on consumer buying behaviour. Given these results, it is concluded that sales promotions have a significant and positive impact on the buying behaviour of beer consumers. It is also the recommendation of this research that beer manufactures pay due attention to the promotional strategies they make use of, as they may play an important role in shaping consumers' buying behaviour.