The Effects of Sales Promotion Strategies on Customer Loyalty in the Retail Industry: An Analytical Perspective

Abstract

India's retail sector is expanding quickly as a result of factors like rising disposable income,
shifting consumer preferences, and technological improvements. Retailers are using a variety of sales promotion methods to draw in and keep customers as a result of the increased competition in the market brought on by the growth of e-commerce platforms. Researchers and practitioners disagree over whether these strategies are helpful at increasing client loyalty. Understanding the relationship between customer loyalty and various sales incentives, such as discounts, freebies, and loyalty programmes, is vital to investigate how sales promotion techniques in the Indian retail sector effect customer loyalty. Additionally, the moderating effect of elements like customer contentment and brand image on the connection between sales promotion techniques and client loyalty. This would help retailers operating in the Indian market establish efficient marketing strategies by offering insights on how sales promotion techniques affect client loyalty. The study had considered sample of 217 respondents (customer of retail industry) to know the effect of sales promotion on customer loyalty in retail industry and the study concludes that there is significant effect of sales promotion strategies on customer’s loyalty.