AN ASSESSMENT ON THE INFLUENCE OF SALES PROMOTION ON CONSUMERS BUYING BEHAVIOR IN THE CASE OF WALIA BEER

Abstract

The objective of this study was to assess the Influence of sales promotion on consumers buying behavior in the case of Walia Beer. It focuses on the four sales promotional tools because these tools are the most frequent sales promotional tools used by the company. These are Buy and Get one free, Price discount, Point of sale material and under the crown prize. Quantitative approach was used in this study. A non-probability convenience sampling was adopted. A Total of 208 questionnaires were distributed and a sample of 170 from four sub cities of Addis Ababa was studied by applying descriptive and explanatory research design. Both primary and secondary sources of data collection methods were used and data’s were collected by using structured questionnaire and analyzed by using both descriptive and inferential analysis (Correlation and Regression). The results of the study revealed that Point of sale materials, price discount and buy one and get one free are the most dominant sales promotions in consumer’s decision making. On the other hand in consumers decision making the outcome indicates that their decision to purchase is based on the sales promotion that is offered by the company. Based on these results, the researcher suggests that it is essential for Heineken Company to pay more attention in increasing their sales promotional activities practice specifically on Point of sale materials, Price discount, and buy one get one free since the study results showed strength in this activities. And also the company must focus on what kind of sales promotions it will offer to consumers because most consumers give attention to the company’s offers. Finally the results of this study would help the Company in selecting the types of sales promotions that greatly influence the consumer’s decision. Therefore, this could help them become more profitable and competitive.