Sales promotion is a critical marketing strategy aimed at boosting short-term sales and encouraging consumer purchases. It encompasses a variety of tactics, such as discounts, coupons, freebies, loyalty programs, and seasonal offers, designed to create a sense of urgency and incentivize buyers. These promotions not only attract potential customers but also help retain existing ones by offering added value. Consumer buying behavior is significantly influenced by sales promotions, as they often reduce the perceived cost of products or increase the perceived benefits. Discounts and offers tap into the psychological triggers of value and urgency, motivating consumers to make unplanned or impulsive purchases

FMCG, Sales Promotion, Consumers and Buying behaviour