THE RELATIONSHIP BETWEEN CONSUMER SALES PROMOTION STRATEGIES AND CUSTOMERS’ PURCHASING DECISION. (THE CASE STUDY OF BOGENICK LIMITED)

ABSTRACT

The study examined the relationship between consumer sales promotion strategies and customer purchasing decision. The work was set out to determine the influence of some selected sales promotion strategies on customer purchasing decision in business organizations. The sales promotion strategies considered are Price discount, Coupon, Sampling and Point of sales advertising. The study employed primary data. The population for the study was 810. This consisted of active customers of Bogenick Limited. The sample size for this study is 261 using Raosoft Inc. online software. The data were collected with the aid of structured questionnaire. The study carried out descriptive statistics and Pearson correlation to analyze the variables using SPSS. The results of the analyses show that (1) There is a positive correlation between price discounts and purchase decision with r = 0.58 l. 2) There is a positive correlation between coupons and consumer’s purchase decision with r = 0.61. 3) There is a positive correlation between free samples and consumer’s purchasing decision with r = 0.59. 4) There is a positive correlation between point of purchase display and consumer’s purchasing decision with r = 0.57. In conclusion, effective implementation of sales promotion strategies influences purchasing decision by a customer which in turn leads to increase in sales volume and invariably higher profits. It is recommended that organizations takes full advantage by developing an effective and efficient sales promotion strategy(s) that can arouse the consumer’s awareness of their products.