THE IMPACT OF SALES PROMOTION TOOLS ON CONSUMER BUYING BEHAVIOR: THE CASE OF BEER CONSUMERS IN ADDIS ABEBA

Abstract

The main purpose of this study was to assess the impact of sales promotion tools on consumer buying behavior, taking beer consumers in Addis Ababa as a case study. The study considered four sales promotion tools, namely, the crown prize, buy one get one free, price discount and free sample, to measure the buying behavior of beer consumers. The research was quantitative by design and the researcher pursued an explanatory study from among the various quantitative methods, as this approach helps explain the relationship between variables. The researcher selected 384beer brand consumer respondents residing in Addis Ababa, using non-probability (convenience) sampling method, for the purpose of this study. Statistical techniques such as descriptive statistics, correlations and multiple regression were used to analyze the quantitative data gathered through questionnaire. And the data was analyzed using SPSS software. The Survey signified that, buy one get one free, free sample and price discount exhibited the most significant and positive impact on consumer buying behavior respectively, from among the four sales promotion tools this study took into consideration. The research also indicated that UTC had the least influence on consumer buying behavior. Given these results, it is concluded that sales promotion tools have a significant and positive impact on the buying behavior of beer consumers. It is also the recommendation of this research that beer manufactures pay due attention to the promotional tools they make use of, as they may play an important role in shaping consumers' buying behavior.