How does sales promotion affect consumer behavior?

Sales promotion is the techniques mainly are used by marketer in order to influence and encourage consumers and end users to purchase certain product in a certain time period. Sales promotion has a short term influence on sales; hence it is mainly offered for a short term. In case that certain brand launched a new product mainly consumers do not have information or experience regarding this new product, therefore sales promotion is recommended to encourage this consumer to try and purchase this product. As it is clear that sales promotions' objective is influencing on consumer buying behavior . agreed with the pervious definition. Moreover, they classified sales promotion as one of the five backbones of marketing communication mix. Marketing communication mix is mainly tools that are used to persuade consumers to purchase certain product or service, sales promotions are one of these tools that are short term motivations that affect on consumer buying behavior. Real world facts show that sales promotions are crucial for the marketing of the companies: taking the instance of the United States where the amounts of funds dedicated to the sales promotions account for about 30% of what spent on advertising. Nevertheless, it is common to find a company where the investments in sales promotion exceed the advertising budget. Also, it was found that the price based sales promotions are the main factor to induce customers to buy more and enhance product trial. These facts make it important to exhibit in the next few paragraphs the tools and the different kinds of sales promotion used by marketers.