Companies use marketing and marketing activities to create and maintain relationships with consumers, business partners, suppliers and distributors. The elements of the marketing mix are: product, price, distribution and promotion. In this thesis, the emphasis is on promotion and the impact of promotion on product purchase. Promotion is used for the purpose of communicating content between the company and the consumer, and the goal of the promotion, ie promotional activities, is to form the attitude and behavior of consumers about a particular product/service or company. Promotion can be seen as a process through which a company realizes certain benefits in business. Also, promotion is a form of communication through which activities are carried out through which they want to inform consumers about products/services and the company and create a positive opinion among consumers in order for them to decide to buy products/use the company's services. The Konzum retail chain uses both online and offline communication channels to reach consumers and introduce them to the promotional activities it conducts as part of its business. The main goals that Konzum wants to achieve through the implementation of promotional activities are to attract consumers, increase sales and build an image in the markets in which it operates. He succeeded in that through the promotional campaigns "Zdravoljupci", "Zdravoljupci 2" and "Zumići". The emphasis in the paper is on the promotional campaign "Zumići" and the impact it had on Konzum and consumers.