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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Date
August, 2016
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Abstract
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.
Description
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).