The effectiveness of promotional tools in influencing purchase decision on cctv products

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Selling security products like closed circuit television (cctv) can be one of the toughest jobs for a company. To sell these products, aggressive campaigns like heavy advertising and sales promotion are necessary to persuade consumers. This study sought to investigate to what extent advertising, personal selling and sales promotion influences the purchase of cctv products in selected areas in the Ashanti region of Ghana, and to determine the most effective promotional tool in influencing purchase decision on cctv products. Out of 150 questionnaires distributed to respondents who were either residential or corporate users of cctv systems, 100 valid responses were collected and analyzed. Nonprobability convenience sampling was used in sampling the units in the population where they had no equal chance of being selected. The study was based on primary data with references from related literature. The results of the analyzed data showed that advertising is positively correlated with influencing promotion of cctv products while personal selling is not significantly correlated. But sales promotion is statistically significant and positively correlated with influencing promotion of cctv products. Overall, the study showed advertising as the most potent tool in influencing the purchase decision among the three promotional tools. Advertising dominated with a mean rating of 3.70. The anova test displayed an f value of 4.028 and a p-value of 0.019 affirms that these differences are not mere chance occurrences. The posthoc test revealed that advertising outperforms personal selling, with a mean difference of 0.490. There is no significant difference in perceived effectiveness between advertising and sales promotion, as indicated by a mean difference of 0.270. Similarly, personal selling and sales promotion do not exhibit a significant difference in perceived effectiveness, with a mean difference of -0.220. Advertising and sales promotion showed a statistically significant positive correlation (r = 0.410). In contrast, the correlations between advertising and personal selling, as well as personal selling and sales promotion, were positive but not statistically significant.
A thesis presented to the institute of distance learning, Kwame Nkrumah university of science and technology, Kumasi, in partial fulfillment of the requirements for the award of master of science in marketing