How does brand promotion on special occasions impact consumer purchasing behavior?
Abstract
The objective of this study is to examine the methods used by brands to market their products during special occasions and analyze the influence of these promotional strategies on consumer buying patterns. To accomplish this, brands employ a range of promotional tactics during significant events like Independence Day, Mother's Day, New Year's Resolution Day, Blessed Friday, Eid, and others to boost sales and outperform their competitors. The study employed the AIDA model as the research instrument and gathered data through surveys. The findings suggest that promotional activities conducted by brands during special occasions have a favorable impact on consumer buying behavior, resulting in heightened sales. Consumers are enticed by various discount offers provided by different brands in the market.
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