Abstract:

Nowadays, purchasing is part of daily life of every individual and organization. This fact can not be forgotten by any organization or company whose goal is a long-term economic growth and profit. Appropriate product selection, reasonable pricing, distribution and effective promotion are conditions that meet customer requirements, on the one hand, but on the other hand, ensure the proper functioning of the organization. Businesses should therefore constantly explore consumer buying behaviour and invest a significant amount of money in marketing communication. The objective of the article is the theoretical processing of the studied issues in the field of purchasing behaviour and consumer decision making, and the analysis of the impact of selected sales promotion instruments on consumer decision making in view of the selected characteristics.