Effect of Sales Promotion as a Tool on Customer Attention to Purchase: A Case Study of LMJ Services LTD

The present study examines the effect of sales promotion as a tool on customer attention to purchase in LMJ Service Ltd. Sales promotion consists of all activities other than advertising, personal selling and publicity, which help in promoting sales of the product. Such activities are non-repetitive and one time offers. According to American Marketing Association, sales promotion include, "those marketing activities other than personal selling, advertising and publicity that stimulate consumer purchasing and dealer effectiveness, such as point of purchase displays, shows and exhibitions, demonstrations and various non-recurring selling efforts not in the ordinary routine."