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Sales promotion is a marketing strategy which has been studied for years and has become a crucial factor in modern marketing. The purpose of promotion is to reach the targeted consumers and persuade them to buy. Promotion has been defined as the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services, or to promote an idea. Sales promotion is a vital element of a promotional mix. The purpose of this study is to investigate the effect of sales promotion on consumers� buying behavior. The general objective of this study was to find out the effectiveness of sales promotion tools and techniques on customers� buying behavior. Marketing activities related to sales promotion are aimed at increasing consumer purchases and, indirectly, at earning more profit for the company. So, the purpose of sales promotion is to reach the targeted consumers and persuade them to buy. Sales promotion has become a vital tool for marketing, and its importance has been significantly increasing over the years. The objective of this study is to find the overall impact of sales promotion on the consumer�s behavior and their buying patterns. The result of this thesis allows managers to understand the importance of sales promotion and consumers� changing behavior and buying patterns. It allows understanding the characteristics of consumers and their varying behavior from the perspective of sales promotion targeted at diverse consumers.