SALES PROMOTION TOOLS ON CONSUMER BUYING BEHAVIOR: A CASE OF SHOPPING CENTRE IN MOGADISHU, SOMALIA

Abstract Sale promotions are a powerful technique employed by companies to influence consumer buying behavior. By offering discounts special deals or incentives businesses aim to increase sales generate brand loyalty and attract new customers. The concept of sale promotion plays a crucial role in shaping consumer behavior and its effectiveness lies in its ability to tap into key psychological principles. One primary way sale promotions impact consumer buying behavior is by creating a sense of urgency and scarcity. Limited-time offers or exclusive deals create a fear of missing out (FOMO) among consumers pushing them to make quick purchase decisions. The fear of losing out on a good deal often overrides rational decision-making leading individuals to act on impulse and buy products they may not have considered otherwise.