THE EFFECT OF SALES PROMOTION STRATEGIES ON SALES PERFORMANCE: THE CASE OF AWASH INTERNATIONAL BANK S.C

Abstract

The purpose of this study is to discuss the Sales Promotion strategy and sales performance on the awash international bank S.C. The sales promotion strategy and sales performance in banking has seen a major concern due to severe competition and higher customer expectations. The population of this study was customers of the awash international bank and employees of the bank who are banking with various branches of the bank found in various geographical locations of Addis Ababa specifically from the four, North, south, west and east districts of the bank, which have got 165 branches. To obtain representative samples, in selecting the research respondents, convenient method was applied, this sampling method helps for a population from which sample has been constitute a homogeneous group, therefore the study takes 90 respondents as target respondents from these customers .A quantitative method which was cross-sectional study with deductive approach was chosen in this research. The SPSS version 20 for windows was used to process the primary data which was collected through questionnaire; a theoretical framework was used as a guideline to test the relationships between sales promotion strategy and sales performance. Next, the research presents the research framework, methods, measures and findings and conclusion. By analyzing the relationship of every construct in the theoretical framework loyalty to provide the outcome measures for the hypotheses, thus, the study was reviewed the marketing literature on the experience of sales promotion strategy i.e., sales performance, and sales promotion strategy. Finally, the results were discussed in terms of its contribution to the upgrading of banking services and recommendations for future research. The findings show that sales promotion strategy have significant impact on the sales performance of the bank. All the independent variables are positively and directly related to dependent variables particularly in Awash International Bank. The relationship between Sales promotion Strategy and sales performance are significant on the correlation analysis. Therefore, Awash International Bank should make the whole system on work with customers, and also they are expected to invest more on attracting new customers and retaining the existed ones with regard to sales promotion and sales performance to increase customer-number.