Abstract:
ABSTRACT
Marketing strategy has been a focus of organizations and a tool for attaining overall
firm performance. The purpose of this study was to investigate the perception of
consumers on impact of sales promotions on company performance using
consumers at Mataheko in the Ablekuma Central Municipal district of the Greater
Accra Region of Ghana. Specifically the study sought to evaluate the impact of
sales promotions strategies on patronage, establish the effect of sales promotion on
consumer brand loyalty and identify the effect of consumer sales promotions on
profit potential. Using the cognitive evaluation theory and marketing mix theory
for the study, the Convenience sampling technique was used to gather data from a
sample of 120 respondents in Mataheko, Ghana, using a structured questionnaire
and data analysis carried out using SPSS version 21. Descriptive statistics were
used to interpret the data. The findings showed a significant relationship between
consumer perceptions of products on a firm’s performance in the market space. The
study further revealed that consumer sales promotions such as free gifts at the point
of sale to customers, discount prices and bonus packs influenced consumer
perception and resulted in patronages. However, it was also noted that consumers
were not loyal but only remained as regular buyers due to continual sales
promotional activities of organisations. On the bases of these findings, the study
recommends that management and retailers of consumer goods in Mataheko, focus
on churning out consumer sales promotion as a marketing strategy to continue
influencing consumers’ purchasing behaviour which will in turn lead to firm
performance on the market. Also, the use of price discounts, extra pack (buy-one get-one-free) and coupons as types of sales promotion to influence consumers’
purchasing behaviour must be increased whilst focusing also on free sample and
sweepstakes and contests.
Keywords: Consumer perception, consumer goods customer loyalty, firms, sales
promotion
