The main purpose of this research is to understand the effects of sales promotion on consumer perception. In this research, the main benefits of sales promotion, various sales promotion techniques and the influence of these promotions in the purchasing decision-making process are clearly analyzed and explained. This research also attempts to find the effectiveness of various sales promotional methods with respect to Bigbazaar, New Delhi. For the purpose of carrying out evaluation, literature review, research methodology, presentation and assimilation this study was carried out. The literature review portion helped to gain knowledge and establish a solid foundation and background for the topic. The study also analyzed different research methodologies and selected the most appropriate one to collect primary data. The suitability and acceptability of various sales promotion programs and related factors have been analyzed in detail. Furthermore, 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 managed wisely. 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 now, attracting all the big global leaders like Walmart, The Future Group, Reliance and DLF in the retail sector. Retail sales are directly linked to the promotion strategies adopted by a company. Sales promotion is considered one of the most typical 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 (07/04/09) 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(08/11/09)http://www.emeraldinsight.com/Insight/viewPDF.jsp?contentType=Article&Filename=html/Output/Published/EmeraldFullTextArticle/Pdf/0890280204.pdf (8/12/2009)http: //www.pantaloon.com/corporate_state.asp(15/8/09)http://retailgiunzione.goelji.com/retail-promotions/promotional-offers-run-by-big-bazaar.html.17/8/ 09http://www.scribd.com/doc/15808215/BIG-BAZAAR (18/8/09)