Impact of Sales Promotion Strategies on Customer Purchase Intention in FMCG Products

Sales promotion is a widely used marketing strategy in the Fast-Moving Consumer Goods (FMCG) sector to increase sales, improve customer loyalty, and attract new consumers. This study examines the impact of sales promotion strategies on customer buying behavior and purchase intention toward FMCG products. A descriptive research design was adopted, and data were collected from 300 consumers in Chengalpattu District, Tamil Nadu using a simple random sampling method. The study analyzed various sales promotion tools including samples, price-offs, free goods, premiums, demonstrations, coupon discounts, quiz contests, exchange offers, and money refund offers. Statistical tools such as descriptive statistics, correlation, and regression analysis were employed. The findings reveal that exchange offers, quiz contests, demonstrations, money refund offers, and discounts significantly influence customer purchase intention and buying behavior. The study concludes that sales promotion strategies positively affect consumer purchase decisions and are highly effective in enhancing customer engagement and sales performance in the FMCG industry.