The purpose of this applied study is to analyze and determine how promotional tools used by the retailers are affecting the buying behavior of housewives in super markets of Karachi city. This research is specifically targeting the buying behavior of housewives whenever they go for shopping and will also find that either promotional tool used by retailers are affecting their behavior or not, as it is based upon both giant retailers and super markets present in Karachi as there is unavailability of this type of study. The study is quantitative and conduction is through descriptive analysis. Secondary sources have been used for the data collection required and related to this study. It will be beneficial in the sector of retailing business and marketers in order to recognize the tools influencing behavior of target market as well as in higher education as it will increase the knowledge regarding this area. The findings of the study have limitations as the analyses and collection of data is from the supermarkets of Karachi city only which is not same as the other different markets of Pakistan. So, it can be used as the applicable study for Karachi. The sample size for the study is of 383 and for data coding, testing and data clarity MS Excel has been used by researcher and further Statistical Package for Social Sciences (SPSS) software for validity and results, cause and effect relationship and for testifying reliability. The application of this software shows that there is a relationship between independent variables that are Buy one get one free, price discounts, free samples and coupons on buying behavior of housewives in supermarkets and therefore result is frequent in recognizing the relationship between variables that is promotional tools used by retailer on buying behavior of housewives.
Keywords: Promotional tools, buying behavior of housewives, buy one get one free, price discounts, free samples, and coupons.