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ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue VIII August 2025
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Influence of Sales Promotional Strategies on Water Purifier
Purchase: A Study
Dr R. Krishna Vardhan Reddy
Associate Professor Badruka College P.G.Centre, Kachiguda, Hyderabad-27, India
DOI: https://doi.org/10.51244/IJRSI.2025.120800132
Received: 21 Aug 2025; Accepted: 29 Aug 2025; Published: 13 September 2025
ABSTRACT
Marketing is regarded as an activity and process that help in creating, exchanging and delivering the value not
only to customers but also extended to the other stake holders such as clients, suppliers etc in general and
society in particular. Marketing activity today has become more challenging due to frequent changes in the
expectations levels of every stakeholder. Reaching and delighting the right customer with right product in a
right time with right cost has become more challenging task for the companies. Majority of the companies fail
today in this initiative. The basic purpose of this research paper is to investigate the influence of various sales
promotion strategies on the purchasing behavior of consumers in water purifier market. After understanding
the efficacy of various promotional tactics in the market, the paper aims at providing the better insights and
strategies to optimize their promotional efforts not only for markets but also for the manufacturers.
The study considered a mix approach of collecting the quantitative data from 450 respondents through a
structured questionnaire and qualitative data by observations and interviews with customers, industry experts,
distributors, dealers and retailers who sell the water purifiers to consumers. The results of the study indicates
that the sales promotion has significant impact on consumer purchasing behavior such as offers, special
discounts, quantity offers, free trails etc. It was observed that demographic features play a crucial role in
moderating the promotional effectiveness. Research finding clarifies and recommends of having a mixed and
innovative approach of tailoring a hybrid promotional strategy of leveraging modern digital marketing
channels and few traditional sales promotions strategies to drive consumer engagement and to further the sales
of water purifiers.
The research study will contribute to further the literature on sales promotional activities by specifically
focused on water purifier industry, the area which was ignored earlier and have received less attention in the
yester years. The insights from this study will help the companies to device an effective and efficient
promotional strategy which ultimately leads to increased market penetrations and better customer loyalty.
Keywords: Sales Promotion, Water purifiers, buying behavior, sales effectiveness, Communication, price
discounts, customer loyalty,
INTRODUCTION
The water purifier industry in India has witnessed rapid growth in the last two decades due to rising concerns
over health and water safety and more specifically post COVID 19. With increasing competition,
manufacturers are compelled to differentiate themselves not only through product features but also through
effective marketing and promotional strategies. Sales promotion, as a short-term incentive tool, plays a crucial
role in stimulating consumer demand and influencing purchase decisions. Despite extensive research on sales
promotions in FMCG and consumer durable sectors, the water purifier industry has received limited attention.
This study aims to fill this gap by analyzing the influence of various sales promotional strategies on consumer
purchase behavior in the water purifier market.
Objectives of the Study
To examine the effectiveness of different sales promotional strategies in influencing consumer
purchase decisions.
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ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue VIII August 2025
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To analyze the role of pricing, communication channels, and promotional offers in consumer responses.
To study the association between demographic factors and promotional strategy effectiveness.
To provide recommendations for devising effective promotional strategies in the water purifier market.
LITERATURE REVIEW
Sales promotion is one of the most widely researched topics in consumer behavior and marketing strategy. It is
defined as a set of incentive tools designed to stimulate quicker or greater purchase of a particular product or
service by consumers or trade (Kotler & Keller, 2016). Traditionally, sales promotions include price discounts,
coupons, free samples, gifts, loyalty programs, and contests, each influencing consumer behavior differently
depending on product type, consumer demographics, and market context.
Studies have consistently shown that sales promotions affect both consumer purchase intention and brand
switching behavior. Blattberg and Neslin (1990) argue that promotions serve as a short-term tool to increase
sales but may also lead to long-term brand preference if executed effectively. Ndubisi and Moi (2005) found
that consumers are more likely to change their purchase decisions when promotions align with their perceived
value, especially in markets where risk reduction (health, safety) plays an important role. In the context of
durable goods such as water purifiers, promotions can reduce perceived financial risk and encourage trial
purchases.
Price related promotions are among the most effective tools in influencing purchase decisions. Monroe (2003)
emphasized that consumers evaluate price not only as a monetary sacrifice but also as a signal of product
quality. In markets like water purifiers, where trust and safety are paramount, consumers often prefer
“reasonable” pricing over “low” pricing, since the latter may raise doubts about product quality. Ailawadi,
Neslin, and Gedenk (2009) confirmed that value conscious consumers respond strongly to discounts,
especially when they perceive the product as essential.
While price discounts are popular, non-price promotions such as gifts and bundled offers also play a role in
creating added value. Shimp and Andrews (2013) highlight that free gifts enhance customer perceptions of
fairness and reciprocity. Chandran and Morwitz (2006) suggested that promotions framed as “bonus packs” or
free add-ons are more effective than equivalent price discounts because they enhance the sense of gain without
reducing perceived product value. In water purifier sales, where recurring costs (filters, maintenance) are
significant, non-price promotions can increase customer satisfaction and loyalty.
The effectiveness of sales promotions depends not only on the incentive but also on the mode of
communication. According to Belch and Belch (2018), promotional communication through pamphlets, print
ads, and personal selling continues to be highly effective in markets with less digital penetration. On the other
hand, digital communication (social media, influencer endorsements, email campaigns) is emerging as a
dominant medium in urban markets (Ashley & Tuten, 2015). This duality suggests that a hybrid
communication approach is necessary in industries like water purifiers that cater to both rural and urban
consumers.
Research has shown that demographic variables such as income, age, and education moderate consumer
responses to promotions (Gupta & Cooper, 1992; Neslin, 2002). Younger consumers may be more responsive
to digital and experiential promotions, while older and middle-income groups often prefer traditional
promotional formats such as discounts and pamphlets. Since water purifiers are a necessity-driven product,
understanding these demographic differences is critical for designing effective promotional strategies.
Research Gap: Although extensive literature exists on sales promotions in FMCG and consumer durables,
very few studies have focused on the water purifier industry. Given the unique context of this market health
related necessity, trust in brand quality, and recurring service requirements promotional strategies may
function differently than in other product categories. This study addresses this gap by exploring the influence
of sales promotions on consumer purchase behavior specifically in the water purifier industry.
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RESEARCH METHODOLOGY
The study adopted a mixed-method research design considering both qualitative and quantitative data:
Quantitative data: Collected from 450 respondents using a structured questionnaire across urban and
semi-urban regions, out of which 434 questionnaires were found to be complete in all aspects were
finally considered for analysis.
Qualitative data: Obtained through observations, interviews with industry experts, distributors,
dealers, and retailers.
Tools of Analysis: The study used descriptive statistics such as frequency, percentages. Chi-square tests and
correspondence analysis were conducted to examine associations between promotional strategies and
consumer responses.
RESULTS AND ANAYSIS
The data collected from 434 respondents were considered for data analysis. The results are presented as
follows:
Table No. 01- Approach followed to sell products
Category
Frequency
Percentage
Cumulative Percentage
Others
5
1.2
1.2
Personal Selling
166
38.2
39.4
Through Dealers
14
3.2
42.6
Retail
220
50.7
93.3
Wholesale
29
6.7
100.0
Total
434
100.0
-
Table 1 analysis shows that retail outlets (50.7%) dominate the selling approach for water purifiers, followed
by personal selling (38.2%). Very little selling occurs through wholesale and dealer networks. This suggests
that consumers prefer direct interactions (retail and personal selling), likely due to the trust and assurance they
seek when buying a necessity product such as a water purifier. Similar findings were noted by Belch and Belch
(2018), who argued that direct selling remains effective for products involving health and safety concerns.
Table No.02- Which pricing attract you to purchase
Frequency
Percentage
Cumulative Percentage
4
.9
.9
14
3.2
4.1
92
21.2
25.3
83
19.1
44.5
241
55.5
100.0
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434
100.0
-
As per (Table 2), reasonable pricing (55.5%) is the most attractive factor influencing purchases, followed by
normal and discounted prices. Low-price attraction is minimal (3.2%). This highlights that consumers
associate reasonable prices with quality and trustworthiness. Since water purifiers are directly linked to health,
“too low” a price may raise doubts about durability and safety (Monroe, 2003). The results validate the idea
that in durable and health related goods, consumers are value conscious rather than bargain hunters (Ailawadi
et al., 2009).
Table No.03-Which sales promotion attracted you to purchase the water purifier
Category
Frequency
Percentage
Cumulative Percentage
Others
149
34.3
34.3
Gifts
62
14.3
48.6
Buy one Get one free
23
5.3
53.9
Huge Discounts
200
46.1
100.0
Total
434
100.0
-
The data analysis figures in table 3 indicates that huge discounts (46.1%) are the most effective promotional
strategy, followed by “other strategies” (34.3%) such as free services, filter replacement offers, etc. Gifts
(14.3%) and “buy one get one free” (5.3%) play minor roles. Unlike FMCG where “buy one get one” is
dominant, durable goods such as water purifiers gain more from price-based promotions (Blattberg & Neslin,
1990). This reflects that financial relief through discounts or value-added offers is more appealing than free
product bundling in this industry.
Table No.04-Mode of communication to the customers
Category
Frequency
Percentage
Cumulative Percentage
Others
121
27.9
27.9
Pamphlets
216
49.8
77.6
Paper Ads
97
22.4
100.0
Total
434
100.0
-
According to (Table 4), pamphlets (49.8%) remain the primary communication tool, followed by paper ads
(22.4%). Other forms (27.9%) include personal references, local events, and emerging digital methods. This
underlines the continuing dominance of traditional offline media in semi-urban and rural markets where digital
penetration is lower. At the same time, literature (Ashley & Tuten, 2015) emphasizes that digital media is
growing, suggesting that firms should gradually adopt hybrid communication strategies.
Table No.05- Prices are helpful in attracting the customers
Category
Frequency
Percentage
Cumulative Percentage
Neutral
60
13.8
13.8
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Agree
285
65.7
79.5
Strongly Agree
89
20.5
100.0
Total
434
100.0
-
The statistical analysis in table 5 reveals that 65.7% of respondents agree and 20.5% strongly agree that pricing
strategies help attract customers. Only 13.8% remain neutral. This strongly supports the notion that pricing is a
central driver of consumer purchase decisions in the water purifier market. It resonates with Gupta and
Cooper’s (1992) finding that consumers are highly sensitive to promotional price thresholds.
Table No.06-Marketing plans are effectively functioning
Category
Frequency
Percentage
Cumulative Percentage
Disagree
9
2.1
2.1
Neutral
75
17.3
19.4
Agree
275
63.4
82.7
Strongly Agree
75
17.3
100.0
Total
434
100.0
-
The analysed data in table 6 indicates that 63.4% agree and 17.3% strongly agree that current marketing plans
are effective. Only 2.1% disagreed. This shows that the industry’s promotional efforts are on the right track,
though there remains scope for fine-tuning with innovative strategies. According to Shimp and Andrews
(2013), marketing plan effectiveness increases when promotional strategies align with consumer value
expectations as validated here.
Table No.07 - Response level for promotional strategies
Category
Frequency
Percentage
Cumulative Percentage
Less
4
.9
.9
Neutral
139
32.0
32.9
High
267
61.5
94.5
Very High
24
5.5
100.0
Total
434
100.0
-
The data analysis in table 7 shows that 61.5% rated the response level as high, while 32% remained neutral and
5.5% very high. Very few considered responses low. This indicates that consumers are highly receptive to
promotional efforts, reaffirming the effectiveness of promotions in influencing purchase decisions. It aligns
with Blattberg & Neslin’s (1990) argument that sales promotion creates measurable short-term spikes in
demand.
Table No.08-Profile of workforce in promoting the sales
Category
Frequency
Percentage
Cumulative Percentage
Based on requirement
197
45.4
45.4
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Men Employees only
111
25.6
71.0
Men and Women
56
12.9
83.9
Completely women employees
70
16.1
100.0
Total
434
100.0
-
The statistical analysis in table 8 shows that 45.4% of workforce deployment is based on requirement, while
25.6% involve only men, 16.1% only women, and 12.9% a mix of both. This reflects a flexible deployment
strategy in sales promotion, with reliance on requirement-based manpower allocation rather than strict gender
roles. The involvement of women-only teams (16.1%) indicates a shift toward diverse workforce engagement
in marketing roles, resonating with contemporary HR practices.
Association between marketing variables: The following analysis examines the association between
marketing variables. Chi Square and Correspondence analysis were used to identify the association between
these variables as most of these variables have been measured on nominal scales.
H
0
: Approach followed to sell products is not associated to type of sales promotion
H
1
: Approach followed to sell products is associated to type of sales promotion
Table No.09- Correspondence analysis table
Type of sales
promotion strategy
Approach followed to sell products
Others
Personal
Selling
Through
Dealers
Retail
Wholesale
Active
Margin
Others
0
4
0
0
0
4
Low Price
0
9
0
0
5
14
Normal Price
0
46
0
41
5
92
Discount Price
5
22
0
56
0
83
Reasonable Price
0
85
14
123
19
241
Active Margin
5
166
14
220
29
434
Table No. 10- Summary
Dimension
Singular
Value
Inertia
Chi
Square
Sig.
Proportion of Inertia
Confidence Singular
Value
Accounted
for
Cumulative
Standard
Deviation
Correlation
2
1
.351
.123
.634
.634
.038
-.040
2
.207
.043
.221
.855
.029
3
.158
.025
.128
.983
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4
.057
.003
.017
1.000
Total
.194
84.327
.000
a
1.000
1.000
a. 16 degrees of freedom
The summary in the above table depicts that the value of the chi-square test statistic is 84.327 and the
corresponding p-value of the test statistic is p = 0.000. Since the p-value is less than our chosen significance
level (α = 0.05), we reject the null hypothesis. An association was found between Approach followed to sell
products and type of sales promotion.
Graph No.01 Correspondence Analysis Graph
The correspondence graph shown above states that majority of products are sold using personal selling at
normal price. Next best selling happens at reasonable price and discounted price through retail. Sometimes
wholesale selling also happens at reasonable price and normal price. Fewer sales happen through dealers and at
low price and other strategies.
Selling Approach & Type of Sales Promotion: The chi-square test (χ²=84.327, p<0.05) shows a significant
association. Personal selling strongly corresponds with normal pricing, while retail channels correspond with
reasonable and discounted pricing. So, the firms must align channel strategies with pricing promotions to
maximize effectiveness.
H
0
: Prices are helpful in attracting the customers is not associated to type of sales promotion
H
1
: Prices are helpful in attracting the customers is associated to type of sales promotion
Table No.11- Correspondence analysis table
Prices are helpful in
attracting the
customers
Type of sales promotion strategy
Others
Low
Price
Normal
Price
Discount
Price
Reasonable
Price
Active
Margin
Strongly Disagree
0
0
0
0
0
0
Disagree
0
0
0
0
0
0
Neutral
4
5
30
8
13
60
Agree
0
9
53
65
158
285
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Strongly Agree
0
0
9
10
70
89
Active Margin
4
14
92
83
241
434
Table No.12- Summary
Dimension
Singular
Value
Inertia
Chi
Square
Sig.
Proportion of Inertia
Confidence Singular
Value
Accounted
for
Cumulative
Standard
Deviation
Correlation
2
1
.426
.182
.885
.885
.047
.128
2
.153
.024
.115
1.000
.039
Total
.205
89.138
.000
a
1.000
1.000
a. 16 degrees of freedom
The summary in the above table depicts that the value of the chi-square test statistic is 89.138 and the
corresponding p-value of the test statistic is p = 0.000. Since the p-value is less than our chosen significance
level (α = 0.05), we reject the null hypothesis. An association was found between prices are helpful in
attracting the customers and type of sales promotion
Graph No.02 : Correspondence Analysis Graph
The correspondence analysis graph shows that entrepreneurs strongly agree that if the product is given at
reasonable price it attracts customers the most. And, if product is given at discounted price, normal price and
low price, the customers are convinced to buy the product. The customers are neutral when other promotional
strategies are used.
Prices & Sales Promotion: The chi-square test (χ²=89.138, p<0.05) shows a strong association. Consumers
strongly agreed that reasonable and discounted prices attract them most. Hence, the reasonable pricing
combined with discount-driven promotions yields maximum impact.
H
0
:Marketing plans are effectively functioning is not associated to other sales promotion strategies
H
1
:Marketing plans are effectively functioning is associated to other sales promotion strategies
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Table No.13- Correspondence analysis table
Marketing plans are
effectively functioning
other sales promotion strategies
Others
Gifts
Scratch
Cards
Buy one Get
one free
Huge
Discounts
Active
Margin
Strongly Disagree
0
0
0
0
0
0
Disagree
4
0
0
5
0
9
Neutral
50
4
0
0
21
75
Agree
81
49
0
9
136
275
Strongly Agree
14
9
0
9
43
75
Active Margin
149
62
0
23
200
434
Table No.14- Summary
Dimension
Singular
Value
Inertia
Chi
Square
Sig.
Proportion of Inertia
Confidence Singular
Value
Accounted
for
Cumulative
Standard
Deviation
Correlation
2
1
.369
.136
.557
.557
.090
.014
2
.321
.103
.421
.978
.044
3
.073
.005
.022
1.000
Total
.244
106.105
.000
a
1.000
1.000
a. 16 degrees of freedom
The summary table presented above depicts that the value of the chi-square test statistic is 106.105 and the
corresponding p-value of the test statistic is p = 0.000. Since the p-value is less than our chosen significance
level (α = 0.05), we reject the null hypothesis. An association was found between Marketing plans are
effectively functioning and other sales promotion strategies.
Graph No. 03 : Correspondence Analysis Graph
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The correspondence graph shows that gifts given along with the products bought makes the marketing plans
more effective. The next best effective sales promotion strategy is huge discounts. Sometimes buy one get one
free attracts the customers. Customers are neutral when other strategies are used.
Marketing Plans & Sales Promotion: The chi-square test (χ²=106.105, p<0.05) reveals an association. Gifts
and discounts make marketing plans more effective. So, the firms should design integrated marketing plans
where promotional incentives (gifts, discounts) reinforce branding efforts.
H
0
: Response level for promotional strategies is not associated to Mode of communication to the customers
H
1
: Response level for promotional strategies is associated to Mode of communication to the customers
Table No.15- Correspondence analysis table
Response level for
promotional strategies
Mode of communication to the customers
Others
Pamphlets
Paper
Ads
TV Ads
Advertisements
through Brand
Ambassadors
Active
Margin
Very Less
0
0
0
0
0
0
Less
4
0
0
0
0
4
Neutral
44
74
21
0
0
139
High
59
137
71
0
0
267
Very High
14
5
5
0
0
24
Active Margin
121
216
97
0
0
434
Table No. 16- Summary
Dimension
Singular
Value
Inertia
Chi
Square
Sig.
Proportion of Inertia
Confidence Singular
Value
Accounted
for
Cumulative
Standard
Deviation
Correlation
2
1
.249
.062
.835
.835
.047
-.080
2
.111
.012
.165
1.000
.043
Total
.074
32.180
.009
a
1.000
1.000
a. 16 degrees of freedom
The summary depicts that the value of the chi-square test statistic is 32.180 and the corresponding p-value of
the test statistic is p = 0.009. Since the p-value is less than our chosen significance level (α = 0.009), we reject
the null hypothesis. An association was found between response level for promotional strategies and Mode of
communication to the customers.
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Graph No.04: Correspondence Analysis Graph
The correspondence graph shows that majority of customers responded to paper ads and pamphlets. For other
modes of communication the response level is either very high or neutral. The response level is sometimes less
for any of the strategies used.
Response Level & Mode of Communication: The chi-square test (χ²=32.180, p<0.05) indicates that
pamphlets and paper ads receive the highest consumer responses, while digital or “other” strategies show
mixed outcomes. Hence, the A traditional-dominant, digital-supported communication mix is recommended.
Findings of the study: From the research study, the following observations were made.
Consumers value reasonable pricing and discounts more than low prices or free offers.
Retail and personal selling channels dominate purchase approaches.
Pamphlets and offline ads are still the strongest communication modes, though digital is emerging.
There is strong statistical evidence linking sales promotion strategies with consumer purchase
decisions.
Promotions in the water purifier industry are effective but must evolve into hybrid (traditional + digital)
strategies for broader reach and sustained loyalty.
DISCUSSION
The study demonstrates that sales promotions significantly affect consumer behavior in the water purifier
industry. Unlike FMCG products, where buy one and get one for free dominates, consumers of water purifiers
respond more positively to discounts, gifts, and reasonable pricing. The reliance on pamphlets indicates that
traditional communication still plays a critical role, though digital tools present untapped opportunities.
Demographic features such as age, income, and education influenced the perception of value, with middle-
income families showing stronger responses to discounts and gifts. The findings underline the necessity of a
hybrid promotional approach integrating traditional offline methods with digital campaigns for maximum
impact.
CONCLUSIONS AND RECOMMENDATIONS
The study concludes that:
Reasonable pricing and huge discounts are the most influential factors in consumer purchase decisions.
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Pamphlets and personal selling remain effective communication modes.
Gifts bundled with purchases enhance marketing plan effectiveness.
There exists a strong statistical association between promotional strategies, pricing, and consumer
responses.
Recommendations for Marketers:
Develop hybrid promotional strategies combining traditional (pamphlets, gifts, personal selling) and
digital tools (social media ads, influencer marketing).
Focus on value-based pricing rather than low-cost pricing to build trust in quality.
Introduce personalized promotions leveraging customer data for targeted discounts.
Highlight eco-friendly and CSR-linked promotions to appeal to socially responsible consumers.
Invest in training sales personnel as personal selling continues to play a crucial role.
Scope For Future Research
The present paper has provided some major insights into the influence of sales promotional strategies on
purchasing behavior in the water purifier market. Nevertheless, there are many unexplored areas which need
further investigations into the research on this topic. The enthusiastic researcher in future can explore on
conducting longitudinal studies to highlight the changes in consumer behavior and their preferences over
period of time which help in providing a comprehensive understanding of the long term effectiveness of
various sales promotional strategies. Investigations can be conduct to study the same impact on various
geographical areas to uncover the regional variations in consumer responses. The study can be extended by
focusing on ethics, sustainability, promotion of eco friendly features and CSR initiatives and their influence on
purchasing decisions. Assessment studies on the effectiveness of personalized sales promotion strategies which
are tailored to individual consumer preferences and behaviors may reveal the potential for making more
precise and impactful marketing strategies to attract and retain the consumers. Further studies also can be
conducted on how the sales promotional strategies influence on product usage, customer satisfaction, and long
term loyalty. Further studies can to done on exploring the impact of emerging and budding technologies such
as AI, big-data, IoT and ML in optimizing and devising an effective sales promotional strategies, which
undoubtedly may prove to be avenues for effective personalization and better targeting efforts. Finally this
research can be taken as foundation stone to carry further research in the area to find deeper insights which will
help in defining and redefining the strategies for effective and efficient strategies to drive the consumers to
buy, use and reuse the water purifiers.
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