Vol. 4, Issue 10, Part A (2018)

Abstract
The growth in the Indian economy has fostered the retail business in the country and the other factors like- young consumers segment, increasing disposable income, brand awareness, play an important role in corporatizing the retail industry. Apparel retail business has penetrated in the consumers’ market successfully and rapidly expanded from metros to tier-II cities with the objective to cater to more consumers. Introduction of global brands, style & fashion to the young consumers at an affordable price is the strategic step followed by the modern apparel retailers. In order to attract more consumers, retailers apply different promotional tools and make the buyer realize about the concept of “best buy”. Promotional tools include price discount, coupons, buy one get one etc. and each of these tools has a different level of acceptance and effectiveness. The objective of this paper is to analyze the impact of different promotional tools on the consumers’ purchase decision in the developing market of Rae Bareli, Uttar Pradesh.