Influence of sales promotion tools on consumer behavior in municipal markets

Abstract

Today regardless of all the work they do, organization tools needed to persuade and induce customer action target to buy. Hence the importance of designing sales promotion strategies that positively influences the buying behavior of the same. Also, part of sales promotion is to create positive stimuli on a client achieve action consumer purchasing, so that in the process of purchase. This paper analyzes from a survey and focus groups the influence of sales promotion on consumer behavior. The study data show the high level of influence which is caused by the applied tools of sales promotions, which allow you to create stimuli and sensations of a company in the target client. This research was performed using qualitative and quantitative research, in it the habits and values of consumers strata C + and C- attending municipal markets were identified. The study allowed us to characterize , consumers and identify the main reasons why people make the purchase action , this relationship is affected by a constant change that is marked by factors that influence directly in the transformation of the consumer and ultimately of society.