Understanding the Role of Sales Promotion in the Marketing Mix of Housing Companies: Evidence from Pune Region

This study examines the role and effectiveness of sales promotion within the marketing mix of housing companiesoperating 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 researchexplores how promotion type influences lead generation and sales conversion. Results indicate that promotion type issignificantly associated with lead generation (χ² = 12.47, df = 6, p = 0.05) and that digital promotions are significantly moreeffective than traditional promotions at driving property sales (F = 9.62, p = 0.002). Demographic analysis shows a marketdominated by younger, mid-career professionals with middle incomes and high online engagement, suggesting the necessity ofdigital, platform-specific promotional tactics. Implications for housing marketers and recommendations for integratingpromotions into the marketing mix are discussed