EFFECTIVENESS OF SALES PROMOTION TECHNIQUES ON CONSUMER PURCHASE DECISION: A STUDY AT JARO EDUCATION

The present study investigates the effectiveness of sales promotion techniques on consumer purchase decisions in the
context of Jaro Education, a leading Indian EdTech company specialising in executive and online higher education.
The EdTech sector, characterised by high-involvement purchase decisions and intense competitive dynamics, presents
a unique environment in which traditional sales promotion theories must be re-examined. Through a structured
questionnaire administered to 70 respondents comprising working professionals, students, and self-employed
individuals, this study evaluates the influence of four key promotional tools — discounts, referral benefits, EMI/easy
payment options, and limited-time offers — on prospective learners' enrolment decisions. Employing descriptive
analysis, Likert scale mean score analysis, Pearson correlation, and chi-square tests, the findings reveal that referral
benefits (Mean = 3.70) and EMI options (Mean = 3.69) are the most persuasive promotional instruments, while
discounts remain the most preferred technique among 37.1% of respondents. Correlation analysis indicates strong
positive relationships between referral benefits and purchase influence (r = 0.623), and between promotional trust and
purchase conversion (r = 0.604). Chi-square tests reveal no statistically significant associations between demographic
variables and promotional awareness, suggesting homogeneous promotional preferences across the sample. The study
further identifies a critical caution: 68.6% of respondents believe that excessive promotional communication erodes
institutional trust, posing a strategic risk for brand-premium positioning. The findings offer actionable insights for
EdTech marketers, recommending amplified referral programs, transparent EMI-centric communication, and
reputation management via online reviews. This research contributes to the limited body of literature on sales
promotion effectiveness within high-involvement education services and provides a replicable framework for similar
studies in the EdTech domain.
Keywords: Sales promotion, consumer purchase decision, EdTech, Jaro Education, referral benefits, EMI options,
executive education, marketing strategy.