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@article{199809,
        author = {Sachi Annaji Pendam and Prof.Abhijeet Gajbhiye},
        title = {A Study of Sales Promotion Strategy Adopted by Big Bazaar & D-Mart Company in Nagpur City},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {14286-14294},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=199809},
        abstract = {The fast growth of organized retail in India has brought about tremendous changes in the consumer shopping habits, competition and marketing conduct. The use of sales promotion strategies has become a key element in consumer behavioral influence mainly in price-sensitive markets like urban India. This work considers and compares the sales promotion strategies followed by the Big Bazaar and D-Mart stores in Nagpur city and looks at the ways of trying to understand the effects that such strategy has on the consumer perception, purchase behavior and brand preference. The study is descriptive and analytical involving both primary and secondary data. The analysis shows the difference between high promotional campaign offerings by Big Bazaar and the everyday low pricing (EDLP) of D-Mart. It discusses the consistency of these divergent strategies with the existing marketing theories like consumer behavior theory, price perception theory and promotion mix strategy. The results indicate that, although loud promotional strategies can create immediate sales and customer traffic, frequent pricing and a feeling of value cause the loyalty of the long-lasting customers. The research helps in advancing the current body of knowledge on the impacts of strategic differences in sales promotion on competition within the Indian retail industry.},
        keywords = {Sales Promotion, Consumer Bearing Behavior, Retail Marketing, Pricing Strategy, Everyday Low Pricing (EDLP), Promotional Mix, Customer Perception, Organized Retail, Brand Loyalty, Hypermarket Strategy.},
        month = {April},
        }