Abstract:
The study was to assess Sales promotion as an effective tool in influencing
consumer buying decisions in the Ghanaian market. The study used a
quantitative and descriptive design of which customers of Kinapharma
Company Limited were targeted. Two hundred and forty-Six respondents were
chosen with the aid of convenience sampling technique. Questionnaire was the
main data collection instruments. The data was analyzed by using frequencies
and percentages of the Statistical Product for Service Solution (SPSS version
21.0) software. The data was presented by using tables and graphs. The study
found out that common sales promotion tools used by Kinapharma Limited
included discount/price-off offer, free samples, bonus pack and buy one get one
free and discount/price –off offer was the preference of the respondents. 197 of
the 240 respondents agreed that Buy one get one free affects their buying
decision making it the most effective promotional tool. It was closely followed
by Free Sample, Discount/price-off offer and Bonus pack having 184, 182 and
128 respondents agreeing respectively. Premiums, Refunds and Rebates, Fairs
and Exhibitions and Coupons fairly influence the buying decisions of
consumers. Exchange schemes had the least influence with 94 of the
respondents disagreeing to it. Factors that affect respondents’ decision to
purchase a product were the price of the product, the brand and service loyalty,
and quality service. It is recommended that Kinapharma Limited add premium
as sales promotion tool in order to influence customers’ preference and buying
behaviour.
