Assessing the Role of Sales Promotion in the Purchasing of Consumer Products in Ghana: The Main Five Food Manufacturing Companies in Perspective

Abstract

The use of sales promotional strategies in increasing organizational performance has been prevalent within manufacturing and retail companies in recent times. Several organizations have different purposes in using sales promotional strategies; therefore, the goal of this article is to evaluate the impact of sales promotional strategies in increasing organizational performance for five food manufacturing firms in Ghana, focusing on the following companies: Nestle Ghana Limited, Promassidor Ghana Limited, Ena Pa Foods Limited, Delay Foods Limited and Atona Foods Limited as case studies. Again, this article will be of great importance to manufacturers and retail shops in terms of how to increase sales and improve organizational performance. The study used a case study research design. A sample size of sixty (60) participants was used. This research was conducted using the qualitative research approach. The researchers used a purposive sampling method and focused on senior executives and some consumers in the marketing, sales and e-business departments. Interview guides were used for the study. The study revealed that the organization increased sales by using three main promotional strategies: multiple pricing strategies, sales promotional tools, and a diverse portfolio. Again, the organization used its sales promotional strategies to tackle competition by creating higher awareness, creating widespread distribution channels, selling to all income groups, and improving its brand image. Based on these findings, the researcher recommended that the companies understudied should emphasize more on the benefits that their products offer than just concentrating on the information about the sales promotional offers given to customers.