• Ritika Sharma
• Dr. Lalit Singla
• Dr. Yashmin Sofat

This paper focuses on the impact of sales promotion on the buying behavior of consumers towards readymade garments. In marketing, sales promotion is one of the elements of the promotion mix. Other elements of promotion mix are: advertising, public relations, personal selling and publicity. In this study, the greater emphasis is given to sales promotion due to its popularity nowadays. Sales promotion techniques attract consumers towards the product to a great extent. The study was conducted in Ludhiana district which is a hub of hosiery industry. In this study 150 respondents selected from 15 shopping malls of Ludhiana. Some of them are: Pavilion Mall, West End Mall, Grand Walk Mall, MBD Mall, and Silver Arc Mall etc. The response of consumers collected through questionnaire. The study shows that sales promotion technique attracts a lot of customers to buy the products.

Consumer buying behavior, Sales promotion, readymade garments, discount

"IMPACT OF SALES PROMOTION TECHNIQUES ON CONSUMER BUYING BEHAVIOR WITH SPECIAL REFERENCE TO READYMADE GARMENTS: AN EMPIRICAL STUDY IN LUDHIANA DISTRICT OF PUNJAB", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 9, page no.10-21, September-2021, Available :http://www.jetir.org/papers/JETIRFB06003.pdf

"IMPACT OF SALES PROMOTION TECHNIQUES ON CONSUMER BUYING BEHAVIOR WITH SPECIAL REFERENCE TO READYMADE GARMENTS: AN EMPIRICAL STUDY IN LUDHIANA DISTRICT OF PUNJAB", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 9, page no. pp10-21, September-2021, Available at : http://www.jetir.org/papers/JETIRFB06003.pdf