Impact of Sales Promotion on Consumer Behavior. a Case Study of Mtn Uganda, Hannington Road

Abstract

The aim of this study was Sales Promotion on Consumer Behavior and this was based on MTN Product since the organization produces a variety of products and the type of sales promotion technique to adopt for the products is very important in order to gain competitive advantage over the competitors in the market as well as determine the comparative importance of the sales promotional technique. The study considered buy-one-get-one-free, coupon and discount as the sales promotional strategies. The study design was case study and the area of study was MTN head offices at Hannington road in Kampala and the respondents were randomly selected among the staff members thus bringing the population total to 55 and this same of 55 population was sampled since the population was just enough for the study. Questionnaire was used as the instrument for data collection and convenient sampling technique was employed. Data from the field was analyzed using SPSS version 16 and Simple percentage was used to analyze the data and correlation analysis was computed to test the relationship between the variables. The study revealed that sales promotion is the most prominent promotional contrivance essential for MTN products which leads to product loyalty and good public perception of the products. Sales promotion result in effective and efficient attraction of consumers and evokes positive reaction from consumers, but the organization should ensure that various sales promotion engaged must align with the targeted customers.

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