Abstract:
Promotional mix is a term used to describe the set of tools that a business can use to
communicate effectively the benefits of its product and services to its customers. Promotional
mix is a part of wider marketing mix. Providing Sales discount is a part of sales promotion. In
today’s competitive environment, sustaining a loyal customer to the retailor and its product is
worth challenging and retailors use a set of different promotional mix in order to attract
prospective customers, build their store image and influence the customer buying behaviors. This
research investigates the impact of higher sales discount on Store Image, Brand Loyalty and
Consumer Buying behavior of the customers in Pakistan. The data collected for this research was
from well-known retailors of Rawalpindi and Islamabad during May-June 2016. Higher Sales
discount is used as an independent variable to measure the change in store Image, Brand Loyalty
and Consumer Buying Behavior. Results indicates that providing higher sales discount strongly
effect the consumer buying behavior, followed by enhancing Store Image and then had a little
effect on Brand loyalty of customer.
