Influence of consumer promotional budget (CPB) on sales in retail marketing (RM)

Abstract

Consumer promotional budget is the amount spent by retail marketer for getting the sales from consumers. Objective of this research is to know the impact of promotional expenses on sales. A convenient sample size of 4 major retail marketers was selected. Collected secondary data are presented and analysed using E- views and Excell. Correlations between sales, total consumer promotional budget, total cost and revenue are greater than 0.790. Findings revealed that only advertisement and public relation influence on sales in Retail Marketing