- - - - - An Explora t ory Stud y on Value Congruency and Conspicuous Consumption D rivers for Designing E ffec tive Sal es Promotion Progra m K. Ravic h andran and Subhas hree N ata raj an 1 Department of Management Studies, Madurai Kamaraj University, Madurai lDepartment of Management Studies, Velammal College of Management and Computer Studies, Chennai ABSTRACT The central premise of this research is to study the value that consumer sales promotions have for marketers and for consumers. The res earch attempts to study the impact of consumer sales promotion on the behavioural effects during the promotion-period and post promotion period; draw the difference between the price promotions and non-price promotions in the consumer-packaged- goods category. Keywords: Sales Promotion, Attitudinal Modet Value Congruency, Endogenous Consumption INTRODUCTION In a recession-prone economy, a surge in volume of sales is a point of consolation to make over the opportunity costs. Managers rely on consumer sales promotion