Paper Title
THE POWER OF SALE PROMOTIONS ANALYZING THE IMPACT OF SALES PROMOTION OFFERINGS ON CONSUMER BUYING BEHAVIOUR IN THE PANDEMIC

Abstract
Abstract: This research investigates the influence of sales promotions on consumer behavior amidst the COVID-19 pandemic. The study specifically examines how consumers respond to various types of promotions, such as bonuses, coupons, buy one get one free, free sample, and price discounts. Its objective is to determine whether these promotions positively affect consumer purchasing behavior and whether the pandemic has led to panic-induced over-purchasing tendencies. The research was conducted with a sample of 541 randomly selected respondents from Azerbaijan. The findings of the study reveal that sales promotions indeed have a positive impact on consumer buying behavior, leading to increased purchases that go beyond consumers' actual needs. This effect is particularly pronounced during times of economic uncertainty, such as the pandemic, when consumers actively seek discounted products to save money and reduce overall household spending. The research sheds light on the interplay between sales promotions and consumer behavior during crises, providing valuable insights into the motivations that drive consumer purchasing decisions. These findings hold significant implications for marketers and businesses aiming to develop effective promotional strategies and adapt to evolving consumer demands during times of crisis. By recognizing the power of sales promotions to influence consumer behavior, businesses can strategically leverage these tactics to drive sales and foster customer engagement. Additionally, understanding the underlying motivations behind consumer purchasing decisions during economic uncertainty allows marketers to tailor their promotional efforts, accordingly, ensuring that they align with consumer needs and desires. In conclusion, this research contributes to the understanding of the relationship between sales promotions and consumer behavior within the context of the COVID-19 pandemic. By highlighting the positive effects of promotions on consumer purchasing behavior and identifying the factors that drive such behavior, this study provides valuable insights for marketers and businesses navigating challenging economic circumstances. Keywords - Sales Promotions, Consumer Buying Behavior, The Pandemic.