The Role of Sales Promotions on Consumers' Purchasing Behaviour in the Manufacturing Sector in Ghana

Abstract

This study examined the influence of the organization's sales promotion on consumer purchasing behaviour.  The research intended to answer questions on the impact sales promotions have on consumer's purchasing behaviour; types of sales promotion are preferred by the consumers when making a purchasing decision and the relationship between marketing tools and consumer buying behavior. The study adopted the mixed methods approach.  Two Hundred (200) questionnaires were administered to collect quantitative data while two (2) respondents were also interviewed to capture qualitative data. The study found that the company uses flyers/brochure, radio/TV medium and billboards as their promotional strategies to promote their products and attract customers. The study further revealed that most customers purchase products of Nestle Ghana Limited because of the use of sales promotion strategies. The findings further indicated that the company uses advertisement, discounts and personal selling on a daily basis to influence the purchasing behaviour of consumers.  Also it was revealed that the company do not provide free samples for pretesting of new products before lunching them in the market.  Prices of products are sometimes reduced to boost sales. The study further agreed that the company uses draws, promotions and coupons to reward loyal customers as well as road shows to promote the consumption of their brand. The study recommended that the company should appoint a website developer or train an existing IT officer of the company to put into practice the use of social media to promote the various brands of the company.  Nestle Ghana Limited must intensify the use of sales promotion as consumers have shown greater interest and are highly influenced by sales promotion activities.