Sales Promotion, often called, "below the line expenditure" involves impersonal persuasions through the company owned media. It records the most striking development in the marketing efforts geared toward achieving high sales volume and product awareness to both new and existing customers. It costs almost half the marketing expenditure of most organisations. The study is aimed at careful assessment of the vital role it plays in the Business Organisation. Many businesses rely heavily on it more than any other promotional activity. It also reports a high turnover, encouraging results and development resurgence in the performance of customers towards satisfaction they have from the product. The purpose of this project is to: examine the extent to which Sales Promotion activities influence the customer buying behavior; identify ways through which customers gain product awareness; examine how to capture new customers through sales promotion; and identify approaches that are more consistent with positive response from the customers and to have a glance at their effect on them.