Abstract:
In this COVID-19 era, from various sources of information it is observed that majority of the
people are facing problem of shortage of money in the form of low or zero sales in business, salary
cuts or unemployment. As a result people ended up spending major portion of the income on basic
necessities and spending very less on other products which are secondary. So it becomes very
tough, particularly for the brands belongs to fashion industry to sell their products like garments,
shoes etc.
In the present scenario of unlock down where everything is coming back on track, people are
slowly moving towards their old spending habits. As this is a festival season in India, people will
celebrate festivals like Navratri and Diwali. According to the classic purchase habits of Indian
consumers during this festivals, they buy traditional and fashionable cloths and other items. But
as this is a different situation it will be tough for the company to get the same response.
To survive in this situation, Sales Promotion Tools like offers, discounts, gifts, vouchers and many
more could be the key to victory for garment companies. By using these tools good deals can be
offered to consumers and companies can push them to make purchases. So this study will be
focused on how different gender and age group’s people of Rajkot city will react towards
purchasing garment products in present scenario and what will be the impact on their buying
behavior if Sales Promotion Tools are used.
