The Impact of Sales Promotion on Consumer Purchasing Behaviour, in Retailing of Consumer Goods in Kumasi Metropolis. The Mediating effect of Customer Service

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August, 2016
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The retail business in Ghana has undergone tremendous change over the years as a result of competition among the players. Multinational companies who are into the production of consumer goods are constantly using sales promotion strategies to help influence consumer purchasing behaviour in the retail stores. Customer service activities by retail shops are deemed to also have an impact on the purchase behaviour of consumers. The study focused on investigating the impact of sales promotion on consumer purchasing behaviour, and the mediating effect of customer service activities in Ghanaian retail stores. The survey was conducted on a total of 400 respondents within the Kumasi Metropolis of the Ashanti region of Ghana, out of which 332 responses were received representing 83% response rate. Convenience sampling technique was also adopted in selecting respondents to answer study questionnaires. The results showed that sales promotion strategies such as, price discount, extra pack, souvenirs and coupons, together impacts consumer purchasing behaviour. It was also revealed that the sales promotion positively impacts customer service activities such as reliability of services, assurance, personal interaction and physical evidence. The results also show that, customer service impacts consumer purchase behaviour, thus sales promotion positively impacts consumer purchasing behaviour but customer service partially mediates the relation. The researcher then recommended that, management of retail businesses and major stake holders of the retail business should invest in customer service activities by training their staff on customer service best practices in the retail business while they also intensify sales promotion activities.
A Thesis Submitted to the Department of Marketing and Corporate Strategy, College of Humanities and Social Science in partial fulfillment of the requirement for the degree of Master of Business Administration (Marketing Option).