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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/9049

Title: Evaluating the effects of sales promotion of alcoholic beverages on the sales of retail outlets in the Kumasi Metropolis: the case study of products of Kasapreko Company Limited
Authors: Brobbey, Ernest
Issue Date: 3-Oct-2016
Abstract: Despite the scale of sales promotion strategies adopted by alcoholic beverage producers, little is known of the effects on retailer sales volume and revenue in Ghana. Sales promotion is a vital tool for the entire marketing strategy in addition to advertising, public relations, and personal selling for organisations. Sales promotion facilitates competition by providing incentives to purchase or support brands over other brands. This study sought to evaluate the effects of Sales promotion of alcoholic beverages on the sales of retail outlets in the Kumasi metropolis. Data for this thesis was obtained from primary and secondary sources. Purposive sampling was used to select the retail outlets of Kasapreko Company Limited in the Kumasi Metropolis. The respondents were the managers of the retail outlets. The data was collected from 85 respondents. SPSS and Excel were used to collate and analyse the data. Analysis of the study revealed that the retail outlets of Kasapreko Company Limited adopt sales promotional packages such as distribution of T-shirts, samples, caps, price cuts, and wrist brand to influence customer’s demand ability. The study further revealed that sales promotion has influence on customer’s demand of Kasapreko products. T-Shirts wrist band and samples were identified to be impacting positively on the sales of Kasapreko products.
Description: A thesis submitted to the school of business, Kwame Nkrumah University of Science and Technology In partial fulfillment of the requirements for the degree of Masters of Business Administration (Marketing option), 2015.
URI: http://hdl.handle.net/123456789/9049
Appears in Collections:College of Arts and Social Sciences

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