TY  - GEN
AU  - SHAH, PARAGI KUNTAL
AU  - MEHTA, BIJAL NISHANT
TI  - Effect of sales promotions and their availability on consumers' buying behavior: A perspective on personal care products
PY  - 2012///
KW  - MARKETING
N2  - The current market is cluttered with promotions and lucrative marketing offers in any and every category of consumer products. However, consumer loyalty still ranges supreme as a benchmark for comparisons, which acts as a prime barrier to consumerresponses to different sales promotion schemes. The present paper attempts to investigate the consumer refelections on various sales promotion schemes in the Indian personal care market in accordance with several other important factors like availability, consistency in schemes, packeging and so on
ER  -