THE EFFECT OF DIGITAL MARKETING AND SALES PROMOTION ON BRAND PREFRENCE: THE CASE OF TARARA COFFEE

Abstract

Measuring the impact of DM and SP in consumers brand preference is very essential for every marketer. If DM and SP do not create any positive change in consumers’ brand preference; all resources such as money, time, and effort spent on DM and SP will go in vain. The study aims to explore the impact of DM and SP on consumers brand preference in the case of Tarara Coffee. It followed a deductive form of research approach and the research design was explanatory and descriptive. Questionnaires were used to collect primary data by using a self-administered data collection system from 384 respondents, out of which 239 valid questionnaires were collected and analyzed. These respondents were selected by using a non probability sampling technique. The data were analyzed using descriptive statistics (frequency, percentage) and inferential statistics like correlation and multiple regressions. The finding revealed that all DM elements and from SP tools premium or bonus packs and coupon have a positive and significant relationship, the remaining SP tools free sampling and discount doesn’t have a positive and significant relationship between brand preference of Tarara Coffee. Eventually, this study recommends appropriate actions for companies in refining their DM and SP elements and techniques as a means of overcoming the intense competition that exist in the market, therefore, they can increase their brand knowledge, sales volume and market share.