The effect of exhibitors’ sales promotion on consumer buying intention, the case of Addis Ababa exhibition center

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Date

2020-06

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Publisher

Addis Ababa University

Abstract

Grand trade exhibitions are becoming a regular business trend in the city of Addis Ababa. Usually, these consumer trade fairs apply different sales promotions; Sales promotion is among the important communications medium that has powerful effect on consumers‟ behavior. However, there is a misinterpretation about consumers‟ perception and interpretation of these sales promotions. The objectives of this study were to analyze the effect of sales promotion on consumers‟ buying intention in the case of Addis Ababa exhibition center. In particular, it was aimed to identify the major variables which affect consumer purchase intention. Quantitative research approach and non-probability convenience sampling had been adopted in selecting a sample size of 281. Data were collected using structured questionnaire and analyzed using SPSS software and descriptive and inferential research design was used. The results of the study revealed that sales promotion tools have a significant relationship with consumer buying intention while the consumers attend the trade fair event at AAEC. Therefore, It is essential for business entities who participate on the trade fair to pay more attention in increasing their sales promotional activities practice. Specifically participant businesses should pay more attention to the most accepted technique, which is price discount. Finally the researcher is recommended to participant businesses is that the strategic impact of sales promotion is best observed when they are designed or built in strategic plan of promotional activities, coordinated with other promotional tools and integrated with the business strategy.

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Keywords

business trend, consumers‟ buying intention

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