• Anshika Mishra
• Prof. Ashish Kumar Srivastava

Sales promotion strategies have become vital for businesses to increase sales and acquire a competitive advantage. Considering their substantial presence and distinct tastes, it is essential to comprehend the influence of women consumers. Women are an important demographic group with unique purchasing behaviors. Thus, examining how sales promotions impact their decision-making is crucial. This study aims to investigate the efficacy of sales promotion strategies and their impact on female consumers. By analyzing consumer behavior, firms may optimize their marketing tactics to specifically target female consumers, leading to increased sales and long-term success in the current dynamic market. This study examines the influence of sales promotion strategies on woman consumers by analyzing primary data obtained from 50 participants. The study employs a causal cum exploratory research design. The study utilizes regression analysis to investigate the impact of sales promotion tools on the buying behavior of female consumers. The findings provide helpful insights into the effectiveness of various sales promotion techniques in attracting female consumers and have practical implications for marketers. The study enhances theoretical comprehension in consumer behavior studies and practical suggestions for creating customized sales promotion strategies that cater to the preferences of female consumers by finding relationships between cause and effect.

Keywords: Sales Promotion Strategies, Competitive Advantage, Women Consumers, Consumer Behaviour, and Market Tactics.

"A STUDY ON THE IMPACT OF SALES PROMOTION ON THE BUYING BEHAVIOUR OF WOMEN CONSUMERS ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 3, page no.e663-e667, March-2024, Available :http://www.jetir.org/papers/JETIR2403477.pdf

"A STUDY ON THE IMPACT OF SALES PROMOTION ON THE BUYING BEHAVIOUR OF WOMEN CONSUMERS ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 3, page no. ppe663-e667, March-2024, Available at : http://www.jetir.org/papers/JETIR2403477.pdf