In this research study authors consider how the consumer buying behavior of apparel stores in Bengaluru is being influenced by the use of sales promotion tools within the stores. This study is on promotional strategies like price packs, price cut, cash back, buy-one-get-one, loyalty programmes, flash sales and contests. Descriptive and Analytical type of research design is used and the data collection technique adopted was structured questionnaire to the customers of apparel products. Descriptive statistics and correlation/regression analysis are used to analyse the consumer response as well as the relationship between sales promotion and buying behaviour. Based on the study it seems sales promotion has a significant impact on consumer purchase behavior, impulse buying behavior, purchase acceleration and brand switching. The results indicate that these findings have implications for the design of effective incentives for retailers and that monetary or value oriented premiums are especially effective to influence apparel consumers.
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