The Effectiveness of Sales Promotion Tools on Purchase Decision of Consumers: The Case of Walia beer
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Date
2017-06
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Addis Ababa University
Abstract
In the emerging business scenario various promotional Tools are used by the marketer for
influencing the purchase decision of consumers. Sales promotion, is a key element of
promotional mix, it has been widely used to sustain competitive advantage, increase sales and
stimulate consumer purchase decision and it is becoming a valuable tool for marketers to
influence purchase decision. Through this study, an effort has been made to evaluate the
effectiveness of various sales promotion tools in inducing purchase decision of consumers. For
conducting the research Survey method was used to collect the data from Walia beer users
residing in Addis Ababa. A sample of 267 was studied by applying descriptive and inferential
statistics techniques. Specifically, the data were analyzed using correlation analysis and all the
proposed hypotheses were tested by using multiple regression technique. The result shows that
among the four sales promotion tools: point of sale materials, price discount and buy one and
get one free are the most effective variables for inducing consumer purchase decision
respectively. Whereas under the crown prize is the least effective in inducing purchase decision
of consumers. The results of this study would help the managers of Heineken company in
selecting the types of promotion that greatly influence the purchase decision of the consumers.
Hence, this could help them become more competitive and gain more profit
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Keywords
Sales promotion, purchase decision, point of sale materials