THE EFFECT OF SALES PROMOTION ON CONSUMER BUYING BEHAVIOR: THE CASE OF COMMERCIAL BANK OF ETHIOPIA

Abstract

Sales promotion is among the important communications medium that has powerful effect on consumers’ behavior. The objectives of this study were to analyze the effect of sales promotion on consumers’ buying behavior in the case of CBE. The sample populations of the study were grade four branches from the four districts in Addis Ababa. Quantitative research approach and non-probability convenience sampling had been adopted in selecting a sample size of 384. Data were collected using structured questionnaire and analyzed using SPSS 20 and descriptive and inferential research design was used. The results of the study revealed that sales promotion tools have a relationship with consumer buying behavior of CBE customers. Therefore, It is essential for CBE to pay more attention in increasing their sales promotional activities practice specifically should pay more attention to the activities and means of coupon, since the study results showed a weakness in this activities, in influencing the consumers purchasing decision toward these CBE products. Finally the researcher is recommended to CBE is that the strategic impact of sales promotion is best observed when they are designed or built in strategic plan of promotional activities, coordinated with other promotional tools and integrated with the business strategy.