ABSTRACT

This research was carried out to study the effect of sales promotion on consumers purchase behaviour, to reveal the benefits offered by exploiting sales promotional tools as instrument to increase consumers purchase of companies product and to show the extent to which sales promotion has achieved success rate in respect to boosting companies sales volume. Literature of several authors was reviewed on sales promotion and sales promotional tools that could be used to stimulate consumers purchase in order to achieve higher sales. Personal interview and questionnaires were used to gather relevant information from respondents which their reply was of great importance in carrying out this study. Furthermore, the data was analyzed using tables and simple percentages while chi-square test technique was used to test the hypothesis. The findings revealed that sales promotion as a promotional tool was effective in generating higher sales volume of companies, finding also revealed that sales promotion is not the most effective tool that could be used to stimulate consumer’s purchase of companies products. It is therefore recommended that since sales promotion is a short term incentive and in order to avoid recording huge losses at the end of sales promotion, the following factors should be put into consideration- the acceptability of the company's product brand, proper planning and timing sales promotion and sales promotional tools (items) to be used to stimulate consumers in order to bring back lost customers, clear old stock of goods and to increase companies sales volume.