Brand Promotions on Special Occasions and Its Effects on The Purchasing Behavior of Consumers

Abstract

The aim of this research study is to explore how brands promote their products on special occasions and find out the different effects on purchasing behavior of consumers towards the sale offers. Brands use different promotional tools on special occasions e.g., Independence Day, Mother’s Day, New year’s resolution day, Blessed Friday, Eid, etc. to sell their products for the purpose of increasing sales in the market as compared to their competitors' brands. They make different attractive and eye-catching ads to attract consumers to their brand products on different occasions. Brands also gave different discount offers like flat and up-to-sale offers to create desire in the consumers to purchase their products. Both qualitative and quantitative methods were used in the study. The theoretical framework is structured with the help of the AIDA model. The data of this research work is collected through a survey method. The key findings of this study are that: Brand promotions on special occasions create positive effects on purchasing behavior of consumers and it helps in increasing sales also. Consumers are attracted to the different discount offers which are given by different brands in the market.