Published Paper Details:

This study examines the impact of sales promotion tools on consumer buying behaviour, specifically in the grooming and wellness sector. The research is being conducted in the Ranchi district. Businesses use these tools to provide incentives to consumers, which motivate them to purchase the products. Based on existing literature, there have been limited studies conducted specifically within this sector. The emergence of digitalisation, adoption of artificial intelligence, augmented reality and cultural integration, such as the rise in demand for Korean grooming and wellness products, highlights the change in consumers' tastes and preferences. The preferences and purchasing patterns in this industry are constantly changing due to increased customer awareness, lifestyle changes, and growing competition among brands. The research examines the influence of promotional tools like price discounts, premiums, free samples, etc., on consumer buying behaviour in today's time. The sample size of this study is 236 respondents, and the researcher has used a convenience sampling technique. The primary data is collected through a structured questionnaire with a 5-point Likert scale. The secondary data is collected through online sources. The analysis of the collected data was done with the help of SPSS software, and Microsoft Excel was used for graphical representation. The research found that there is a strong relationship between sales promotional tools and consumer buying behaviour. Customers are looking to form a long-term relationship with brands within this sector. In an intense competitive market like grooming and wellness, brands should use loyalty programs to retain and encourage customers to repurchase. Integration of artificial technology and augmented reality enhances consumer experiences. Brands should use balanced monetary offers that do not make consumers question the quality of products or brand equity. Free samples/trials reduce financial and psychological risk borne by consumers.