Cyber Times International Journal of Technology & Management

The Retail Industry world wide is the most prospering among all. In India specifically Retail is contributing the most as compared to other industries towards the economic growth of the country. Retail sector is highly dynamic in nature and media and non-media marketing communication are employed for a pre determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Sales promotion is one of the techniques covered under the scope of promotion mix. The current study aims to clarify the effect of any sales promotion scheme on the preference of customers planning to buy FMCG products across three brand levels and age.