... England, which are directly concerned with studies on different issues related to Sales Promotion specially consumer offers. These countries in the west have been especially focusing on this area because they know that it is a significant marketing tool and a big business - one that would continue to grow each year. Today sales promotion has become the most cost-effective marketing tool to attract consumer. It is capable of inducing first trials for new launches and breaking loyal customer of competitor's brand. Whatever is the objective of a sales promotion offer, they generally show positive results, that too, quite soon. Realising a growing importance of sales promotion in marketing of FMCG, there is a need to understand them in context of each product category, targeting a specific consumer segment, and in a defined market. To enrich the understanding of various issues related to sales promotion, a well-supported research-work should be undertaken ...

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