The main objective of this research is to understand the effects of sales promotion on consumer perception. Here in this research, the main benefits of sales promotion, different sales promotion techniques and the influence of these promotions on the purchase decision making process are clearly analyzed and explained. This research also attempts to find the effectiveness of various sales promotion methods with respect to Bigbazaar, New Delhi. With the aim of carrying out the evaluation literature analysis, research methodology, presentation and assimilation, this study was carried out. The literature review portion helped to gain knowledge and establish a solid foundation and context for the topic. The study also analyzed various research methodologies and selected the most appropriate one to collect primary data. The suitability and acceptability of different sales promotion programs and associated factors were analyzed in detail. Additionally, questionnaires were used to collect first-hand information from consumers. And in conclusion, an attempt has been made to explain the benefits of sales promotion and its effects on sales when introduced and exploited judiciously. CHAPTER 1 INTRODUCTION The retail sector is one of the fastest growing sectors in India with major global players investing heavily in this sector. India has topped AT Kearney's Global Retail Development Index for two consecutive years, which has attracted all major global leaders like Walmart, The Future Group, Reliance and DLF to the retail sector. retail. Retail sales are directly linked to the promotion strategies adopted by a business. . Sales promotion is considered one of the most common marketing techniques to increase revenue and add value to a product...... middle of paper ......ww.pantaloon.com/ companyinfo.asp(24/7/09)http://www.linkedin.com/companies/pantaloon-retail-india-ltd (4/07/09)http://www.emeraldinsight.com/Insight/viewPDF. jsp?contentType=Article&Filename=html/Output/Published/EmeraldFullTextArticle/Pdf/0070390104.pdf(14/7/09)http://www.slideshare.net/sikanderkush/big-bazaar-1867884(5/7/09) http://www.thesisexpress. com/images/fig3.jpg (8/8/2009)http://iml.jou.ufl.edu/projects/Spring01/Ko/5process.gif (11/7/2009)www.imagesretail.com/profile. htm(11/08/09)http://www.emeraldinsight.com/Insight/viewPDF.jsp?contentType=Article&Filename=html/Output/Published/EmeraldFullTextArticle/Pdf/0890280204.pdf (12/8/2009)http: //www.pantaloon.com/corporate_state.asp(15/8/09)http://retailjunction.goelji.com/retail-promotions/promotional-offers-run-by-big-bazaar.html.17/8/ 09http://www.scribd.com/doc/15808215/BIG-BAZAAR (18/8/09)