Understanding The Role Of Sales Promotion In The Marketing Mix Of Housing Companies: Evidence From Pune Region

Authors: Assistant Professor Dr.Vaishali D Nikam

Abstract: This study examines the role and effectiveness of sales promotion within the marketing mix of housing companies operating in Pune, India. Using a mixed-method approach that combines descriptive demographic analysis (N = 125), inferential hypothesis testing (Chi-square; ANOVA), and a focused case study review of promotional tactics, the research explores how promotion type influences lead generation and sales conversion. Results indicate that promotion type is significantly associated with lead generation (χ² = 12.47, df = 6, p = 0.05) and that digital promotions are significantly more effective than traditional promotions at driving property sales (F = 9.62, p = 0.002). Demographic analysis shows a market dominated by younger, mid-career professionals with middle incomes and high online engagement, suggesting the necessity of digital, platform-specific promotional tactics. Implications for housing marketers and recommendations for integrating promotions into the marketing mix are discussed.

DOI: https://doi.org/10.5281/zenodo.17121047