THE EFFECT OF PROMOTION ON CONSUMER PURCHASE DECISION

THE EFFECT OF PROMOTION ON CONSUMER PURCHASE DECISION

Abstract

Sales promotion is among the important communications medium that has powerful effect on consumers’ purchase decision. Marketing is the link between a societies need and it’s pattern of industrial response. This implies that the success and future growth of any organization will depend largely upon the acceptability of its products or services by it potential customers. The recent difficult economic times, however house led companies to use promotional tools such as sales promotion, public relation, advertising and publicity more aggressively. The researcher employed the quantitative approaches to data collection and analysis. According to Ary et al (2002), a study allows for an in-depth analysis of a single unit such as one individual, one group, one organization, one programme. In this study the study population constitute of all the staffs at the Guinness Plc estimated at around 200 staffs. A total of 100 questionnaires was distributed for the study. The analysis was done with the help of Statistical Package for Social Science (SPSS) and Microsoft Excel. The closed ended questions were given numerical codes which were done in a varying scale depending on the responses. Data was analyzed in the form of descriptive statistics and multiple regression analysis. The results of data analysed are presented in the form of tables and charts.

Conclusions and recommendations were made at the end of the study.

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