THE INFLUENCE OF PROMOTIONAL STRATEGIES ON CONSUMER'S CHOICE FOR PERSONAL HEALTH CARE PRODUCTS

1. Academic/Standard Abstract: This study examines the influence of promotional strategies on consumers’ choice of personal healthcare products. With increasing competition in the healthcare market, firms rely heavily on promotional tools such as advertising, sales promotions, personal selling, and digital marketing to attract and retain customers. The research explores how these strategies shape consumer awareness, perception, and purchasing behavior. Data were collected through structured questionnaires and analyzed using appropriate statistical methods. Findings reveal that promotional strategies significantly affect consumer choice, with advertising and price discounts emerging as the most influential factors. The study concludes that effective promotional activities enhance brand visibility and consumer trust, thereby influencing buying decisions. Recommendations are provided for marketers to design targeted and consumer-oriented promotional campaigns. 2. Short & Concise Abstract: This study investigates how promotional strategies influence consumer choice in personal healthcare products. It focuses on key tools such as advertising, discounts, and digital promotions, and their role in shaping purchasing decisions. The findings indicate that promotional activities significantly impact consumer preferences, with price incentives and brand visibility playing a major role. The study highlights the importance of strategic marketing in driving consumer behavior. 3. More Analytical/Research-Focused Abstract: The study explores the relationship between promotional strategies and consumer choice of personal healthcare products. It evaluates the effectiveness of various promotional tools, including media advertising, sales promotions, and online marketing, in influencing consumer attitudes and purchase intentions. Using survey data and statistical analysis, the study finds a positive correlation between promotional exposure and consumer decision-making. The results suggest that well-structured promotional strategies not only increase product awareness but also enhance perceived value and brand loyalty. The study contributes to existing literature by providing insights into consumer behavior within the healthcare product sector.