Hypermarkets in India are a significant and growing segment of the retail industry, combining supermarkets and department stores to offer a wide variety of products under one roof. Major hypermarket chains in India include Reliance Fresh, D-Mart, SPAR, and Big Bazaar, all of which utilize various sales promotion activities to increase sales and attract customers. These activities include price promotions like discounts, coupons, and cashback offers; product-based promotions like bundling and free samples; in-store promotions such as point-of-purchase displays and loyalty programs; digital and online promotions like flash sales and social media discounts; and event-based promotions tied to holidays or store anniversaries. Hypermarkets emphasizes enhancing the shopping experience and reinforcing brand loyalty through these promotions. Kopalle et al., (1999) found that price promotions enhance consumer price sensitivity, such promotion can be profitable to both manufacturers and retailers. Sales promotion refers to those promotional activities other than ad, personal selling, that stimulate interest, trial or purchase by final customers or others in the channel. Sales promotion has a great impact on consumer buying behaviour which reinforces them to make an impulse purchase resulting in greater sales of the product. Muruganantham and Bhakat (2013) found that sales promotion attracts customers which leads to impulse buying. Sales promotion strategies in hypermarkets play a crucial role in influencing consumer behavior. Frequent promotions can lead to consumer fatigue, where promotions no longer excite consumers (Ataman et al., 2008). Price discount is the easiest method of reducing the price of the product that the percentage of the price discounted appears on the package of the product, offering a good price to persuading sales. Vitor, et al., (2013) found that other than promotional price reduction, coupon or rebate and other promotional tool like free sample, bonus, B1G1 were found to be including consumer buy more than they expect. Discounts and special offers attract price-sensitive shoppers, often leading to impulse buying and encouraging consumers to switch brands for better deals. Buy one get one is kind of promotional offer where consumers are offered an extra product at the price paid for one. As there is no extra cost consumers easily attract towards the product and this promotional offer has a major impact on the repurchase (Mughal et al., 2014). Buy one get one free is used as consumer sales promotion to induce a purchase in the sense that if the consumer purchases a product, the consumer has a free product; by utilizing this procedure, the consumer is easily pulled into purchasing a product with the fact that there is no extra cost (Sinha & Smith, 2000). Lichtenstein et al., (1993) found that consumers often perceive price promotions as a signal of good value, leading to higher purchase intention. Dhar & Hoch (1997) suggests that frequent promotions may reduce consumers’ reference prices, making them more price-sensitive and less likely to purchase at full price. Ailawadi et al., (2001) found that consumers may switch to a promoted brand if the discount is appealing enough, although this is often short-term. Loyalty programs reward repeat customers with points or discounts, prompting them to visit more frequently and fostering long-term loyalty. Product bundling, where multiple items are offered together at a discount, encourages shoppers to purchase more than they initially intended by providing perceived value. Consumers are just likely to make purchase and to be influenced not only by relatives and peers, by endorsers but also by attitudes, situations and emotion. Festival promotions, timed around major Indian holidays, as consumers are more likely to shop during these periods due to special deals. Overall, these strategies effectively boost sales, enhance customer retention, and drive higher sales in hypermarkets. Keep in this in view a study was undertaken with the following objectives i) to study the performance of sales for various sales promotion activities offered by the retailer ii) to analyse the consumer buying behaviour on the sales promotion offered by retailer and iii) to study the factor influencing consumer buying behaviour.
