THE IMPACTS OF SALES PROMOTION STRATEGIES ON …
THE IMPACTS OF SALES PROMOTION STRATEGIES ON PRODUCT AWARENESS: A STUDY ON DECORATIVE PAINTS IN ILALA MUNICIPALITY - DAR ES SALAAM
DELFINUS CLEMENCE
A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION OF THE OPEN UNIVERSITY OF TANZANIA
2017
CERTIFICATION
The undersigned certifies that he has read and hereby recommends for acceptance by the Open University of Tanzania a dissertation titled: “The Impacts of Sales Promotion Strategies on Product Awareness: A Study on Decorative Paints in Ilala Municipality - Dar Es Salaam”, in partial fulfillment of the requirements for the degree of Master of Business Administration (Marketing) of the Open University of Tanzania.
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Dr. Salum S. Mohamed
(Supervisor)
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Date
COPYRIGHT
No part of this dissertation may be reproduced, stored in any retrieval system, or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise without prior written permission of the author or the Open University of Tanzania in that behalf.
DECLARATION
I, Delfinus Clemence, do hereby declare that this dissertation is my own original work and that it has not been presented for a similar or any other award to any other university.
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Signature
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Date
DEDICATION
This dissertation work is dedicated to the Almighty God, who gave me all the strength and courage.
ACKNOWLEDGEMENTS
I wish to express my thanks to all 60 respondents who willingly agreed to respond to the questionnaire. I thank you for your patience and kindness to provide your cooperation during field data collection. My deepest appreciation and heartfelt special thanks should also go to my supervisor Dr. Salum S. Mohamed for his guidance, moral support and valuable contribution during the preparation of this dissertation (even during his fasting in the holy month of Ramadhan). He spent precious time to give me constructive and regular advice and corrections to document from the very beginning to end. I always received prompt responds whenever I submitted for corrections or requested any guidance of my work.
My deepest gratitude also goes all my elder brothers and my sisters who offered me comprehensive moral support and treatment that enabled me to succeed throughout my academic life. I owe them more than a mere expression of thanks. I also extend my sincere acknowledgment to my Parents; Clemence Paul & Mary Paul, my lovely wife Grace Mbwette, my children Irene, Anneth and Alvin, for their love, keenness and endurance during my absence while in studies. I thank you very much indeed! Above all, I thank the Almighty God for giving me health and strength in my life and allow me for the completion of the study.
ABSTRACT
From the onset, the study based on finding out the impacts of sales promotion strategies on product awareness with reference to decorative paints in Ilala Municipality –Dar es Salaam. The study further is structured along five specific objectives which wanted to see how these promotional activities of discounted prices, demos, loyalty points, charity activities, and free products (product giveaways) promoted product awareness. The study adopted a structured questionnaire which was administered to the sellers of decorative paints in Ilala, District. This was all backed up by rigorous documentary review of literature related to sales promotion strategies and product awareness. The findings later showed that, indeed, all the promotional activities, that is, discounted prices, product giveaways, loyalty points, demos and sampling, and causes and charity activities all lead to increased product awareness. This is accordingly illustrated as majority of the respondents have indicated that discounted prices (76%), product giveaways (88%), loyalty points (88%), Demos and product samples (76%), and causes and charity activities (80%) as modes of promotions do lead to awareness of the products, such as decorative paints. In terms of recommendations, there is need for these business people and manufacturers to undertake extra courses that can help them equip with enough skills to undertake most of these promotional strategies. In addition, the government of Tanzania needs to create a conducive environment for traders and other business persons to exercise the already mentioned promotional strategies. At a policy level, the government could look into reducing or removing any taxes or levies that might be hindering these promotional activities.
TABLE OF CONTENTS
CERTIFICATION ii
COPYRIGHT iii
DECLARATION iv
DEDICATION v
ACKNOWLEDGEMENTS vi
ABSTRACT vii
TABLE OF CONTENTS viii
LIST OF FIGURES xii
LIST OF TABLES xiii
LIST OF ABBREVIATIONS xiv
CHAPTER ONE 1
INTRODUCTION 1
1.1 Background to the Problem 1
1.2 Statement of the Research Problem 3
1.3 Objectives of Study 5
1.3.1 General Objective 5
1.3.2 Specific Objectives 5
1.4 Research Questions 5
1.5 Significance of the Study 5
1.6 Scope of the study 6
1.7 Organization of the Study 6
CHAPTER TWO 7
LITERATURE REVIEW 7
2.1 Introduction 7
2.2 Conceptual Definitions 7
2.2.1 Promotion 7
2.2.2 Advertising 8
2.2.3 Product Awareness 8
2.2.4 Sales Promotion 9
2.3 Theoretical Literature Review 9
2.3.1 The Push Theory 10
2.3.2 The Pull Theory 11
2.3.3 The Combination Theory 11
2.3.4 Sales Promotion Theory 12
2.3.5 Sales Promotion Strategies 13
2.3.5.1 Discounted Prices 14
2.3.5.2 Product Giveaways 17
2.3.5.3 Loyalty Points 18
2.3.5.4 Demos and Samples 18
2.3.5.5 Causes and Charity activities 19
2.3.6 Sales Promotion Strategies, Product Awareness and Challenges 20
2.4 Empirical Literature Review 22
2.4.1 Empirical Literature Review World wide 23
2.4.2 Empirical Literature Review in Africa 25
2.4.3 Empirical Literature Review in Tanzania 28
2.5 Research Gap Identified 29
2.6 Conceptual Framework 30
2.7 Theoretical Framework 31
CHAPTER THREE 32
RESEARCH METHODOLOGY 32
3.1 Introduction 32
3.3 Area of the Study 33
3.4 Survey Population 33
3.5 Sample Size and Sampling Design 33
3.5.1 Sample Size 33
3.5.2 Sampling Design 34
3.6 Data Collection Methods 35
3.6.1 Primary Data 35
3.6.2 Secondary Data 35
3.7 Data Collection Tools 35
3.7.1 Questionnaire 35
3.7.2 Documents Review 36
3.8 Validity and Reliability of Data 36
3.9 Data Analysis 37
CHAPTER FOUR 38
RESULTS AND DISCUSSION 38
4.1 Introduction 38
4.2 Research Response Rate 38
4.3 Demographic Profile of the Respondents 39
4.3.1 Experience of Decorative Paint Sellers 40
4.3.2 Level of Awareness on the Sales Promotion Strategies 41
4.4 Discounted Prices Leading to Product Awareness 42
4.5 Extent to which Product Giveaways Contribute to Product Awareness 43
4.6 Whether Loyalty Points Create Awareness for Decorative Paints 45
4.7 Extent to Which Demos Lead to Product Awareness 46
4.8 Extent to Causes and Charity Activities Lead to Product Awareness 47
4.8 Discussion of the Findings 48
CHAPTER FIVE 51
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS 51
5.1 Introduction 51
5.2 Summary of the Major Findings 51
5.3 Implications of the Findings 52
5.4 Conclusion 52
5.5 Recommendations 53
5.5.1 Recommendation for Policy 53
5.5.2 Recommendation for Practice 53
5.6 Limitations of the Study 54
5.7 Suggested Area for Further Studies 55
REFERENCES 56
APPENDIX 69
LIST OF FIGURES
Figure 2.1: Conceptual Framework……………………………………………..…32
LIST OF TABLES
Table 3.1 Distribution of Respondents of the Study 34
Table 4.1: Experience of the Respondents 40
Table 4.2: Level of Awareness of the Sales Promotion 41
Table 4.3: Discounted Prices and Product Awareness 42
Table 4.4: Product Giveaways and Product Awareness 43
Table 4.5: Loyalty Points and Product Awareness 45
Table 4.6: Demos and Product Awareness 46
LIST OF ABBREVIATIONS
BPMA British Promotional Merchandise Association
GDP Gross Domestic Product
OUT Open University of Tanzania
SMEs Small and Medium Enterprises
SPSS Special Package for Social Scientists
TANESCO Tanzania Electricity Supply Company
TBL Tanzania Breweries Ltd
TZS Tanzanian Shillings
UK United Kingdom
USA United States of America
CHAPTER ONE
1.0 INTRODUCTION
1.1 Background to the Problem
Customers have become more anxious about the economic situation over the past five years, and have been looking for value (Soni and Verghese, 2013). The number and depth of sales promotions and offers have increased across the market, but customers aren’t just looking for low prices, they are also looking to balance quality and the price they pay for things to make their budgets go further (Yang, 2010). As promotions become ever more prevalent, product loyalty is becoming a thing of the past, so marketers need to get smart about the deals they offer.
Shoppers are a fickle bunch when it comes to product loyalty, which has been perpetuated by a retail environment increasingly driven by promotions (Shimp, 2003). According to Kotler and Armstrong (2008) promotion entails all the kinds of tools in the marketing mix that aim to persuade buyers for certain products or services. Hardesty and Bearden (2003) contend that the high level of transparency on promotion among the major grocers and the fact consumers can easily compare prices which has led to more price-matching has had a major effect on the sales landscape.
Research of Bain and Kantar’s (2012) which was conducted ahead of the Government’s announcement says: “Everyone is a little too scared to pull back. People are trying to quantify the risk by conducting promotion of their products; marketers always asked ‘If I promote what it does for my product in the long-term?’ But now it’s more about how much profit and how much a promotion can deliver in the short-term. It’s more tactical in nature rather than a strategic long-term view.”
Manufacturers should also consider whether they discount their ‘hero’ brand – the one that performs best regardless of promotion – or support a weaker performing brand in the hope of increasing sales. The research finds that during one week-long promotion it was possible for the hero product to perform more than three times better than the smaller brand.
“The uplift has a magnifying effect not just an absolute effect,” says Webster. “So actually you get a bigger bang for your buck by putting your best brand and the promotional mechanic together, rather than propping up a weaker brand.” Our experience shows that consumers have become more ruthless in their hunt for value. They are also being much more savvy in their shopping habits, so rather than do one big shop from a large retailer, they shop across the discounters and premium retailers. This trend will only continue as it becomes the ‘new normal’. The ban on the multi-buy promotions could see a wide variety of new pack formats developed for retailers to promote within what may be a new restrictive environment.
If run in the right way, promotions do drive brand and category value but the key challenge is to ensure that we maintain and grow our brand equity throughout this period so that the shoppers who buy into our brands on promotion stick with us for the long run. They monitor the promotions to ensure that, they maximize their return on investment and encourage the right sort of shopper behavior. Promotions are a great way of delivering value to shoppers. This is a great advantage for brands in the category that continue to invest in innovation; both in consistent, incremental improvements to base forms and to game-changing new introductions. Given the high levels of brand advertisement and loyalty, widespread promotional activity is the right approach in the category. We aim to have a significant proportion of our promotions targeted at driving trial in new forms and innovations. They can be an effective tool for creating excitement in-store and getting a new product in people’s hands for them to try, and experience the benefits we’ve introduced (Aaker, 1996).
1.2 Statement of the Research Problem
Firms conduct sales promotion that requires consumers to become more involved with their products and offer a way of presenting the products’ essence in an engaging way. Many firms are recognizing that well designed and executed sales promotion strategies can be very effective way to engage consumers and to differentiate their products. Sales promotion strategies help in building a brand’s equity consists of developing a favorable, memorable and consistent image.
While many firms in Tanzania have seriously and continue to embrace the concept of sales promotion in a way of being successful, business has to be taken into consideration for the business people. For instance, a strong product is an essential element of your business behind its slogans and logo. Strong product and product awareness strategies are crucial in developing a long term standing in the market (Keller, 1990).
Product awareness is a key factor in developing product equity. The more people know about your product, the more they will associate with it, the higher your reputation will be and the greater your overall brand value will be. Businesses develop social impact through creating awareness about their product in the market. This social impact helps people to spread positive word of mouth about the brand and perceive the brand’s importance in their lives. In this way, the product begins symbolizing their lifestyle choices, taste, or habits (Pappu, 2000).
Priyanka (2013) in his study “A survey of selected Consumer Product in rural market area” said that, in order for a business to sustain, it is important to retarget the converted consumers and enable them to come back and make purchases rather than targeting new clients, which can be very costly. Product awareness plays a key role in enabling repeat sales or sustaining old clients through developing their loyalty towards your products. For instance, if a business follows up on a client through satisfaction surveys, sales promotions and newsletters after the sale has been made, it will increase a customer’s loyalty towards the product and result in increased future sales.
Moreover, even studies outside Tanzania already show that few of previous researchers (Kimm and Sullivan, 2007), marketers should also pay close attention to the types of deal they offer because a higher level of discount in sales promotion does not mean a higher return on investment. The implication is that you can do sales promotion to the people to spend more on the interested products with lower discounts. You don’t need to necessarily drive people with very high discounts and when you do, it’s very difficult to get sufficient volume to offset that discount.” It is for this reason that researcher is conducting this study in order to examine the impacts of sales promotion strategies on product awareness with reference to decorative paints in Ilala Municipality as case study.
1.3 Objectives of Study
The objectives of the study are divided into the general and specific as follows;
1.3.1 General Objective
The general objective of the study is to examine the impacts of sales promotion strategies on product awareness with reference to decorative paints in Ilala Municipality, Dar es Salaam region.
1.3.2 Specific Objectives
The study is premised on the following specific objectives:
i. To examine whether discounted prices lead to product awareness
ii. To analyze whether product giveaways bring about product awareness
iii. To determine if loyalty points create product awareness
iv. To establish whether demos and sampling lead to product awareness
v. To assess if causes and charity activities create product awareness
1.4 Research Questions
The research questions as derived from the research objectives are as follows:
i. Do discounted prices lead to product awareness?
ii. Do product giveaways bring about product awareness?
iii. Do loyalty points create product awareness?
iv. To what extent do demos and product samples lead to product awareness?
v. Do causes and charity activities create product awareness?
1.5 Significance of the Study
The aim of this study is to look into the impacts of sales promotion strategies on product awareness in Tanzania. The findings of the study should be able to help companies and organizations to come up with constructive and innovative sales promotional strategies. In addition, the study will also bridge the academic gap that exists when it comes to the impacts of sales promotional strategies on product awareness.
1.6 Scope of the Study
It is not the interest of this study to discuss the extensive subject of sales promotion strategies, because it is a very wide concept, the focus was only limited to the impact of sales promotion strategies on product awareness in decorative paints in Ilala Municipality, Dar es Salaam region.
1.7 Organization of the Study
This study is organized into five chapters. Chapter one looks at the background to the problem, encompassing the research problem, objectives, research questions, significance, among other issues. Chapter two basically looks at literature review. Chapter three covers the methodological approach to be used by the study, chapter four looks at the study findings while chapter five winds up with the study conclusions and recommendations.
CHAPTER TWO
2.0 LITERATURE REVIEW
2.1 Introduction
The literature review based on the impacts of sales promotion strategies on product awareness about what others have already written regarding it. The literature review helped to answer the research questions which are posed in the study. The literature review gathered is analyzed in the context of theoretical, empirical, research gap and conceptual framework.
2.2 Conceptual Definitions
The following constitute some of the key terminologies being used in this study.
2.2.1 Promotion
According to Pappu (2000), promotion refers to raising customer awareness of a product or brand, generating sales, and creating product loyalty. Promotion is also defined as one of five pieces in the promotional mix or promotional plan (Isabella, 2012). These are personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how much attention to pay to each of the five factors, and how much money to budget. Promotion covers the methods of communication that a marketer uses to provide information about its product. Information can be both verbal and visual (Mulhern, 2009).
There are three objectives of promotion. These are: to present information to consumers and others, to increase demand and to differentiate a product. The purpose of a promotion and thus its promotional plan can have a wide range, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of an image (Hudson et al., 2015). The term 'promotion' tends to be used internally by the marketing function. To the public or the market, phrases like "special offer" are more common. Examples of a fully integrated, long-term, and large-scale promotion are My Coke Rewards in the USA or Coke Zone in the UK and Pepsi Stuff (Ashley and Tuten, 2015).
2.2.2 Advertising
Advertising is an audio or visual form of marketing communication that employs an openly sponsored, no personal message to promote or sell a product, service or idea (Farris et al, 2010). Product advertising inculcates any method of communication about the promotion of a product in an attempt to induce potential customers to purchase the product. Advertisement usually requires payment to a communication channel.
2.2.3 Product Awareness
According to Keller (1990), Product awareness refers to the extent to which customers are able to recall or recognize a product. Product awareness is a key consideration in consumer behavior, advertising management, product management and strategy development (Manternach, 2011). Product awareness can capture lost leads. A consumer might drop the idea of purchasing a brand or might prefer the products and services of the competitors for any reason. Through retargeting, businesses can reconnect with these kinds of lost leads and encourage them to make a purchase. The existing brand familiarity of the retargeted group can be leveraged along with an incentive such as discount, offers to make sales (Farris et al., 2010).
2.2.4 Sales Promotion
Howard (2009) defined Sales promotion as any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service (that is, initiatives that are not covered by the other elements of the marketing communications or promotions mix). Sales promotion is one of the five parts of the promotional blend. (The other 4 sections of the promotional blend are publicizing, individual offering, coordinate marketing and publicity/public relations.) Media and non-media marketing communication are utilized for each decided, restricted time to build buyer request, animate market request or enhance item accessibility. Cases incorporate challenges, coupons, freebies, misfortune pioneers, purpose of procurement presentations, premiums, prizes, item tests, and discounts (Taylor, 1978).
Sales promotions can be coordinated at the client, deals staff, or appropriation channel individuals, (for example, retailers). Deals promotions focused at the customer are called shopper deals promotions (Giuliana, 2012). Deals promotions focused at retailers and discount are called exchange deals promotions (Kotler, 2005). Some deal promotions, especially ones with uncommon techniques, are considered tricks by numerous (Yin et al., 2014).
2.3 Theoretical Literature Review
This section contains the theoretical background about sales promotion strategies on product awareness. The theoretical discussion largely looked at what other studies have treated product awareness due to sales promotion especially as far as its impact on a given firm is concerned. The researcher will review several publications, journals, magazines, dissertations, government publications and other reports to find the current information on the subject matter.
2.3.1 The Push Theory
The push theory of sales promotion techniques supports that you promote your goods to a retailer, who will then pass the wares along to their consumers (Martin, 1994). A “push” promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product. The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers (Hinkelman & Putzi, 2005). A good example of "push" selling is mobile phones, where the major handset manufacturers such as Nokia promote their products via retailers such as Carphone Warehouse.
Personal selling and exchange promotions are regularly the best limited time devices for organizations, for example, Nokia offering endowments on the handsets to urge retailers to offer higher volumes (Dowling, 2014). A “push" system tries to pitch straight forwardly to the customer, bypassing other dispersion channels (e.g. Selling protection or occasions specifically). With this kind of methodology, buyer promotions and advertising are likelihood limited time apparatuses (Peter and Donnelly, 2002).
The push sales strategy emanates from manufacturers who "push" their product through the supply chain to the consumer. Incentives are offered that give each middle-carrier motivation to convince the next person to buy the product. Traditionally, this technique includes premiums, wholesale discounts and buy-back guarantees. This technique is not only for the big players who vie to get their product carried by other retailers. If you have a small retail outlet or own a service-providing company, you can still benefit from this strategy. Offering a bonus to your staff for selling the product or service of-the-week is a "push" technique. Give customers a free item for referring a friend to your business (Thomas, 2010).
2.3.2 The Pull Theory
The pull theory varies by concentrating on the purchaser himself. Go specifically to the source to present your merchandise, and empower an immediate buy (Terry et al., 2003; Hopp, 2014). A "pull" selling procedure is one that requires high spending on publicizing and customer advancement to develop shopper interest for an item (Ashayeri and Kampstra, 2005). In the event that the methodology is fruitful, purchasers will approach their retailers for the item, the retailers will ask the wholesalers, and the wholesalers will ask the makers (O'Sullivan, 2003). The manufacturers consider a pull price promotion as a coordination device in an independent channel of distribution. Uncoordinated decisions of both manufacturer and retailer to charge high prices can break down the effort to expand the market, resulting in losses to the channel as a whole. We show that manufacturers can enhance channel price coordination by designing pull price discounts that target price-conscious consumers. The increased price coordination improves total channel profits and consumer surplus. Supporting pull with push increases the probability of coordination.
2.3.3 The Combination Theory
The combination theory is a slight part of both. (Benjamin & Quinn, 2003), you may supply a retailer with your consumables, he or she will then offer this to a client with motivating forces for shopping with them. This technique is generally utilized if the wholesaler is reluctant to convey an item, since it gets its required purchasers without going to retail outlets (Brualdi, 2010). Auto merchants regularly give a decent case of a combination system. In the event that you focus on auto merchants' promoting, you will regularly hear them talk about money back offers and merchant motivating forces (Moura, 2017).
Sales promotion is coordinated at sales staff, clients and appropriation channel individuals which may incorporate wholesalers, retailers and so on (Rajagopal, 2007). At the point when focused at buyers it is called purchaser sales promotion, when it is focused at wholesalers and retailers it is called exchange sales promotions. Be that as it may, by numerous it is considered as "contrivance" due to the surprising techniques a few advertisers use for sales promotion. These sales promotion procedures can be successful (Shimp, 2003). Your business may utilize one or every one of them when exchanging your items (Isabella, 2012). When attempting to actualize your strategy, you may likewise need to use some different strategies (Hardesty & Bearden, 2003). Enable individuals to attempt tests of your products. Draw in the free publicizing of in-store shows and presentations. These can be great sales progression techniques for your business (Mulhern, 2009).
2.3.4 Sales Promotion Theory
Sales promotion is giving the customer something extra, rewarding them for their behavior on this particular purchasing occasion (O'Sullivan, 2003). There are several theories which support the concept of reward as a motivator (Hartl & Herrmann, 2006). The conditions of sales promotion are classical and operant conditioning. Whereas classical conditioning is largely associated with advertising operant conditioning is seen as an explanation for consumer behaviour in relation to sales promotion (Popp, 2009). Operant conditioning suggests the response of the individual is likely to be affected by positive reinforcement (reward) or negative reinforcement (punishment), although the affect is likely to cease when these reinforcements are taken away (Putthiwanit, 2011). Edward Thorndike suggested that the ‘law of effect’, which had to do with positive and negative consequences of actions, is also relevant to sales promotion (Peter, 2008). The law states that the consequences of behavior now will govern the consequences of that behavior in the future. In other words, once a buying pattern is achieved it will continue into the future (John, 2003).
2.3.5 Sales Promotion Strategies
Companies can communicate marketing messages by a scope of strategies, including advertising, publicity, personal selling, coordinate marketing, deals advancements, sponsorship, bundling and marking. Each of these marketing correspondence components has one of a kind elements that straightforwardly impact the part and capacity they could perform in Integrated Marketing Communication methodologies. Deals advancements allude to any additional motivator makers, retailers, and even not-revenue driven associations utilize that could serve to change a brand's apparent cost or esteem incidentally (Shimp, 2010).
Koekemoer (2005) differentiates between three distinct sorts of sales promotions, to be specific: consumer-oriented sales promotions, retail promotions and exchange promotions. The present study concentrated on the impacts of sales promotion strategies on product awareness, with respect to decorative paints in Ilala Municipality. Consumer-oriented sales promotions allude to motivators that are offered specifically to an association's customers or potential customers, and are utilized to quicken the choice procedures of consumers (Moriarty et al., 2012).
This definition embodies the key components of sales promotion. Sales advancement procedures, for example, free specimens, rivalries, premiums, coupons and value motivating forces give additional motivators to accomplish prompt sales. These are regularly alluded to as esteem included methods, since they give prompt and unmistakable increased the value of brands (Du Plessis, Bothma, Jordaan, and Van Heerden, 2010). The reason for sales promotions is to impact the obtaining conduct of consumers by quickening acquiring or utilization, along these lines giving them a motivation to respond rapidly to the limited time special. These impetuses are typically offered temporarily just; and they therefore make a feeling of quickness, where consumers need to settle on a choice rapidly.
2.3.5.1 Discounted Prices
Stores frequently offer products at a discounted cost. Commonly, a store will discount a thing by a percent of the first cost. In this issue, a thing that initially costs TZS 50,000 is being discounted by 10%. So "10% off" alludes to the rate of discount (Alford and Biswas, 2002). A business builds up the pricing system for an item subsequent to playing out an advertising investigation. Item dispersion, situating and special choices are made and request is assessed (Bodur and Grohmann, 2005).
A pricing strategy is figured thinking about components of cost, contenders and benefit goals. Conceivable pricing techniques incorporate the maximum strategy, aggressive pricing, discount pricing or a blend of these. A the maximum, or skim pricing strategy is fitting for claim to fame items and elite markets. A the maximum strategy typically brings about less deals at a higher overall revenue. Aggressive pricing is suitable for superb items sold in a retail setting. It requires steady checking to guarantee that the pricing is equivalent to comparative items in the market (Burman and Biswas, 2004).
Businesses utilize discount pricing to offer low-evaluated items in high amounts. With this strategy, it is critical to cut expenses and remain focused. Vast retailers can request value discounts from providers and make a discount pricing strategy powerful. It is generally difficult to rival these retailers construct exclusively in light of a discount pricing strategy. Utilize discounts off the rundown shrewdly and sparingly. Periodic discounts and discounts that reward faithful clients are viable. Discounts utilized time after time start a descending pricing winding that may in the end harm your capacity to offer the item at the maximum (Chandrashekaran, 2004).
Discounts to reward volume clients, rehash clients and representatives manufacture client unwaveringness. Misfortune pioneers are viable for retailers who need to build movement in the store. Special discounts, utilized sparingly, offer impermanent points of interest including boosting deals, income and benefit. Amid a transient discount period, more units are sold, enabling the organization to lessening stock and incidentally raise incomes (Chang, 2009).
It is ordinary to offer quantity discounts to clients who buy in extensive amounts. These discounts can be total, for example, discounts given to clients who put in various little requests or reliability cards that give a free thing after a specific number are acquired (Chatterjee et al., 2010). These discounts reward client unwaveringness. Occasional discounts are fitting to reward clients who buy amid off-pinnacle times. They frequently serve to build deals toward the start of pinnacle seasons. Limited time discounts are here and now, to drive deals.
Utilizing limited time discounts again and again prepares customers to sit tight for the deal and may harm the general productivity of the item. Loss leaders are discounted items intended to bring clients into the store, where they will ideally buy more gainful products also. Loss leaders ought to be perceived brands that are utilized every now and again. Loss leader items change routinely to hold clients returning (Darke and Chung, 2005). Consider item positioning before picking a discount pricing strategy. Customers connect low cost with low quality, especially when the brand name is not well-known. Seeking after a discount pricing strategy expands the possibility that your item was seen as lower in quality (d'Astous and Jacob, 2002).
While you may pick up clients who settle on choices on cost alone, different clients may pick contender products in light of saw quality. Low prices may drive deals temporarily, however don't fabricate client reliability (d'Astous and Jacob, 2002). At the point when a lower estimated elective tags along, you may lose your well deserved piece of the pie. Contenders can basically coordinate your prices, or beat them. At the point when prices have been driven down to total low prices, it is hard to raise prices once more, particularly if your item is seen as being lower in quality (DelVecchio, 2005)
2.3.5.2 Product Giveaways
People love getting something to no end. Marketers are utilizing this love of anything allowed to get the message out about items, find new clients and increment deals (DelVecchio, 2005). From free books on Amazon to free examples in the supermarket, giveaway advertising makes items free for a period with a specific end goal to expand deals much more later on (Hardesty and Bearden, 2003). When companies acquaint another product with the market, regardless of whether it's a perfume or a pizza, they frequently give away free samples. They give out product to customers and send free coupons via the post office. They offer free coupons to people who "like" the product on Facebook (Tan and Chua, 2004).
While people might be reluctant to have a go at something new in the event that they need to pay for it - in the event that they're frustrated, they'll have squandered their cash - many people will take a stab at anything once if it's free. On the off chance that the product is great, they'll need another pizza or more perfume. Notwithstanding when the product is at no time in the future free, they'll return to get it. With this sort of giveaway, companies target likely buyers (Wakefield and Inman, 2003). They give away free product to people who are as of now in supermarkets shopping or the eatery eating, or to people who page through Sunday coupon fliers. They definitely know these people purchase comparable products, making them likely contender to like the new product (Kuala and Mullikin, 2003).
2.3.5.3 Loyalty Points
Loyalty programs are organized marketing strategies planned by traders to urge clients to keep on shopping at or utilize the administrations of businesses related with each program (Sharp and Anne, 1997). These programs exist covering most sorts of business, every one having shifting elements and prizes plans (Roster, 2006). In marketing for the most part and in retailing all the more specifically, a loyalty card, rewards card, points card, advantage card, or club card is a plastic or paper card, outwardly like a charge card, check card, or computerized card that distinguishes the card holder as a part in a loyalty program (Wasserman, 2016).
Loyalty cards (both physical and advanced) identify with the loyalty business demonstrate (Speedy, 2011). In the United Kingdom such a card is regularly called a "loyalty card", in Canada a "rewards card" or a "focuses card", in the United States either a "rebate card", a "club card" or a "rewards card" and in Australia a "client card" or "Brand Name being referred to" card, for instance a "Coles Card". Cards ordinarily have a standardized identification, magstripe or chip that can be effectively filtered, albeit some are chip cards or vicinity cards (Annear, 2011). Little key ring cards (otherwise called key tags) which fill in as key dandies get accommodation conveying and simple entry (Blau, 2004).
2.3.5.4 Demos and Samples
In marketing, an item show (or "demo" for short) is a promotion where an item is demonstrated to potential clients. The objective of such a showing is to acquaint clients with the item with expectations of motivating them to buy that thing (Lempert, 2002). Products offered as tests amid these demonstrations may incorporate new products, new forms of existing products or products that have been as of late acquainted with another business commercial center (Good, 2015).
In-store demonstrations are normally performed everywhere retail stores, for example, general stores, office or markdown stores, or in shopping centers. The products that are advanced at in-store demonstrations might be nourishment and refreshments, sustenance readiness hardware, housekeeping products, individual care things, or every so often different sorts of merchandise (Wehrum, 2015). The examples that are conveyed may either be in readymade parcels pre-collected for the exhibit, or are set up nearby by the demonstrator. A few demonstrations involve the appropriation of arranged nourishment, requiring the demonstrator to bring gear, for example, a microwave stove or hot plate to the area (Debelak, 2005).
Frequently, coupons for the item are dispersed as a component of the show. A few demonstrations comprise of coupon dispersion as it were. Demonstrators might be representatives of the store where the exhibition is being performed, workers or the producer of the item, or independent contractual workers who work for an employment office. Most are not trained to search out clients prone to purchase the item (Sinha and Smith, 2010).
2.3.5.5 Causes and Charity Activities
Regularly, coupons for the item are conveyed as a component of the exhibition. A few demonstrations comprise of coupon dissemination as it were. Demonstrators might be representatives of the store where the exhibition is being performed, workers or the producer of the item, or independent temporary workers who work for a hiring office. Most are not trained to search out clients prone to purchase the item (Sinha and Smith, 2010).
The first known instance of cause marketing in America was in March, 1974 when Carr and Associates International was framed by John Carr as a method for "giving back" by engaging Charitable Causes and Businesses to bolster each other (Quinn, 2011). The association was advanced by Armstrong et al. (2012)’s emphasis on enlisting businesses to give back referral charges on what they may regularly spend for marketing; and having those assets diverted toward the Charitable Cause of the purchaser's decision (Armstrong et al., 2012).
2.3.6 Sales Promotion Strategies, Product Awareness and Challenges
Firstly, sales promotion exercises are required to create awareness about their own particular presence as well as complement the significance of the brand, always stressing on the brand, the buy of which would bring a large group of different advantages for clients who purchase the brand (Shewan, 2016). Another challenge for sales promotion that additionally scores an immediate and unmistakable preferred standpoint for the marketer is the possibility of drawing in the objective market in buy conduct (Misbah & Wayne, 2012).
The product ought to be sufficiently solid and ought to have enough qualities to rouse the purchaser to get it again once the sales promotion exercises have prevailing with regards to empowering the clients to purchase the brand (Shimp, 2003). The third challenge that sales promotion exercises face is the challenge of keeping up the market presence of the brand (Shiffman et al., 2001). This occurs through the steady rise of new sales promotion exercises for brief eras that keep up the freshness of the brand (Olenski, 2014). Sales promotion exercises additionally have a dedication of reminding the objective market always about the brand through their continuous updates and their creative presence that likewise improves the request of the brand (Kolowich, 2016).
Creating enough activity and leads was the top showcasing challenge in terms of promotion and notice, as per the 2016 State of Inbound report. Obviously, marketers are battling with delivering enough interest for their substance (Yates, 2008). What's more, as the year's advance and rivalry solidifies, this will just turn out to be all the more genuine. With such a large number of choices of stages for marketers to distribute their substance and much more approaches to advance it, it's difficult to know where to center your endeavors (Shimp, 2003). Securing more spending plans is a squeezing challenge for promotion and notice of the brand. What's more, frequently, getting a bigger number of spending plans is simpler said than done particularly for littler associations that aren't working with sizable or adaptable showcasing spend (Kolowich, 2016).
Managing a website was the third greatest test for marketers in 2016. What's more odds are, your website's execution is high on your rundown of needs. It's a benefit that works around the clock to attract guests, change over them, and help you hit your objectives, all things considered. Issues with website management incorporate an assortment of different factors, from composing and upgrading the substance to planning lovely site page (Soni and Verghese, 2013).
Finding the correct technologies was the fourth greatest worry for marketers this year. Frequently, this is on the grounds that input on innovation is scattered. Marketers may swing to associates, companions in the business, and additionally investigator reports to make sense of which technologies best fit their needs just to find that criticism is spread crosswise over messages, online networking, et cetera from individuals of differed reputability (Yang, 2010).
When you are searching for a device, software, or bit of innovation to take care of a particular marketing issue, where do you go to discover it? Focusing on is a key segment of all parts of marketing. To be more effective at focusing on, one of the principal things any advertiser needs do recognize their purchaser individual in order to figure out who ought to market to. On the off chance that you are growing globally, it can be a major test not exclusively to make sense of the most ideal approaches to market to a worldwide gathering of people, additionally to sort out and streamline your site for different nations (Yoo, 2010). As organizations scale and technologies keep on evolving, preparing your group will turn into a more prominent test for marketers. Regardless of whether it's preparing them on the ideas and devices they'll be utilizing each day or ensuring they're accomplishing their maximum capacity, the battle is genuine in all cases (Wayne, 2012).
2.4 Empirical Literature Review
In order to bring out the real empirical studies on what sales promotion strategies can bring about, this part, in practical senses, brought out the studies that have been conducted to establish what is on the ground.
2.4.1 Empirical Literature Review World wide
Various studies on the impact of sales promotion strategies on product awareness have been carried out over the last century, and there has been a strong correlation between the promotion strategy used and increased product awareness. For example, the effect of in-store shows on product demo and the repurchase conduct of customers in Malaysia (Ndubisi and Moi, 2005); the impact of free samples on consumer conduct in the United States (Heilman et al., 2011);
The mentalities of consumers in the United States towards in-store promotional activities (Schultz and Block, 2009); the effect of in-store occasions on consumers' demeanors towards retail marks in Germany (Leishnig et al., 2011); and the impacts of in-store promotional exercises on consumers' store choices in Australia (Sands et al., 2009). Be that as it may, almost no exploration on the impact of sales-promotion procedures on purchasing conduct has been led in developing markets, for example, South Africa.
Past studies recommend that diverse market sections and consumer profiles respond distinctively towards sales promotion strategies and how impacts product awareness. A few purposes behind the varieties in viability were recommended, including statistic, social and ethnic contrasts, the esteem and timing of promotional offerings, and additionally the kind of item or administration advanced (Ailawadi and Harlam, 2009; Kwok and Uncles, 2005; Heilman et al., 2011, Ndubisi and Moi, 2006; Yang et al., 2010). Moreover, explore additionally found that consumers respond diversely towards various sales-promotion systems.
Weng and de Run (2013) found that sales promotion inclinations significantly affect product awareness for many products incorporated into their studies. Liao, Shen and Chu (2009) propose that sales-promotion strategies offering moment prizes, (for example, free samples and get one-get without one arrangements) brought about more update motivation purchasing than did sales-promotion procedures, offering postponed prizes, (for example, faithfulness prizes, rivalries and sweepstakes). Zheng and Kivetz (2009) demonstrated that consumers think that it’s harder to legitimize burning through cash on gluttonous extravagances for themselves; and in this way, they have a more grounded requirement for, and are touchier to sales promotions for these sorts of items.
Hasan and Khan (2011) undertook a study aimed investigating how firms employ effective promotional tools and techniques to create and sustain international brand in the customers mind. The study employed both interviews (E-mail and telephone) and internet survey. It was found that indeed, promotional tools capabilities are vital at spreading the messages to the mass market. It is very powerful technique to be used to increase brand awareness of the organization (Hasan and Khan, 2011).
Dolge and Marmbrandt (2012) carried out an empirical review of how companies are promoting themselves efficiently to increase brand awareness through advertisement in major sporting events, through viral marketing and athlete endorsement. The study employed Structured interviews and some online observations during data collection. It was found that there was a difference between the official and the non-official sponsor´s marketing campaigns are that the official sponsor has the advantage of using the event’s logo in its campaigns, and is able to III advertise during the event. In addition, it was also highlighted that there are many rules that restricts the non-official company´s campaigns. Regardless, non-official sponsors are still able to associate themselves with the event by using creative viral marketing campaigns and endorsing athletes, thus create brand awareness by so called ambush marketing (Dolge and Marmbrandt, 2012).
2.4.2 Empirical Literature Review in Africa
Odunlami and Akinruwa (2014) in Nigeria conducted a study on the effects of promotion on product awareness, and the results showed a strong correlation between promotion and the high level of product awareness leading to increased sales. The study employed a survey design, and predominantly employed primary data where the main data source was a questionnaire which was used to elicit information from the members of staff. In terms of analysis, the study employed descriptive statistics (percentages) and inferential statistics (multiple regression and t-test) were used to analyze the data. The findings indicted that a 1% shift in promotional straggles caused a 52.6% change in product awareness. The study further revealed that a 1% shift in promotion caused 89.6% shift in organizational objectives. Also, 1% shift in promotion caused 87.4% shift in pricing of organization's brand/products. These depict that promotion influences pricing of organizations' product. In this study promotion caused 49.6% shifts in sales.
Darko (2012) in Ghana assessed the role sales promotion play when it comes to influencing the consumer buying behaviour of telecom consumers. Employing a non-probability sampling technique, the researcher selected a sample from the telecom service user’s resident in the Tema Metropolis. Using a five point Likert scale, the questionnaire respondent’s preferences were accordingly arranged with the aid of Statistical Package for Social Sciences (SPSS) and Microsoft Excel. In the end, the study showed a significant influence of sales promotion on consumer buying behaviour.
Ochieng (2014) in Kenya studied the influence of sales promotion strategies on consumer behaviour in the alcoholic spirits industry in Nairobi Central Business District. The study adopted a descriptive research design whereby large data set was collected from various bars in Nairobi bars selling wines and spirits, using a Structured method, data were later analyzed using SPSS. The study found that various players in the Alcoholic Spirits Industry in Kenya embraced various sales promotion strategies, for example, vouchers, premium items, endowments, additional items, decreased costs, free specimens and sweepstakes with a perspective of emphatically affecting the conduct of their clients towards acquiring of their items. The study found that the sales promotion strategies drilled in the Alcoholic Spirits Industry impacted the buyer conduct.
King’uyu (2013) carried out a study to understand the kind of sales promotion practices that manufacturers use in order to beat off competition, and the relationship between these sales promotion practices and sales performance among the Fast Moving Consumer Goods Manufacturers in Nairobi, Kenya. The study employed a survey questionnaire during data collection. The study found that the manufacturers used promotional tools such as coupons, price-off deals, bonus packs, premiums, price completion and sweepstakes in that order. In addition, it was found that these sales promotion practices positively affect the sales performance among FMCGs manufacturers in Nairobi, Kenya (King’uyu, 2013).
Aliata et al. (2012) undertook a study that sought to examine the nature and influence of the relationship between the bank’s promotional strategies and its performance and seeks. The study used a descriptive research design employing a simple random sampling technique where 88% of the bank branches were contacted and interviewed with using questionnaires. SPSS software was used for data analysis where correlation analysis established a link between the bank’s promotional strategies and it performance while regression analysis was employed to explain its performance. There study found that there was indeed a positive relationship between promotional strategies expenditure and bank performance. On the other hand, spending on promotional mixes individually had little effect on bank performance (Aliata et al., 2012).
(Langat (2016) carried out a study to investigate the influence of product, price, promotion and place of marketing on organizational project enterprise performance, with reference to Safaricom enterprise project, Uasin Gishu Count, Kenya. The study used a. survey design, in which 100 respondents were interviewed with a questionnaire. The study employed stratified and purposive sampling designs to include the entire population in the sample. Data was later analyzed using descriptive statistics and presented in the form of percentages, tables, cross tabulations charts. The study found huge correlation between pricing strategies and sales promotion (3.59, Std. Dev = 0.78). in addition, there was a relationship between promotion consideration with a mean of 3.99 and Std. Dev of 0.96 and business performance is significant, but negative (Langat, 2016).
2.4.3 Empirical Literature Review in Tanzania
Mbaga (2015) from Tanzania assessed the role of sales promotion in consumer buying behaviour, with respect to Tanzania Breweries Limited. The study adopted descriptive case study whereby sample size of 100 respondents was chosen. Information gathering was done using observations, questionnaires and interviews. The examination of information was done utilizing SPSS and Microsoft Excel. It was found that various promotion exercises are utilized by TBL, for example, Raffle Draws, Price Pack, free things; for example, free face-tops, T-shirt and pens. Other promotional strategies incorporate the supporting of various exercises, for example, football matches and utilization of big name.
Mwakanyamale (2015) in a more recent study conducted an assessment of the promotional tools on increasing Consumers purchasing power in Tanzania in the breweries industry. The study employed theories to support its arguments. In terms of methodology, the study employed a mixed methods approach, combining secondary data, observations and in-depth interviews. The study was however too shallow, as it only showed that indeed the most of the interviewed clients understood the concept of promotional strategies and their likely effect on consumer’s purchasing behaviour. However, the study did not go to any lengthy to show to what extent.
Kayega (2013) did a study on exploring on effectiveness of marketing promotional tools on new products by an organisation: a case study of TANESCO. The study employed questionnaires and interviews during data collection. The findings showed that indeed, promotional tools, if well designed to target clear cut niche, they can be effective in ensuring that prospective clients get the right message which they can use to make the right decisions.
Kaaya (2014) carried out a study focusing on marketing strategies tour operators use for marketing and promotion of Tanzania tourism products. The study used questionnaires and documentary review during data collection and data was analyzed using SPSS and Microsoft excel. The study found that were still poor marketing strategies among the respond companies in the tour industry, and hence recommended that implementing of efficient marketing strategies, product development (innovation) (Kaaya (2014).
Victor (2015) undertook a study in Tanzania aimed at investigating the impacts of brand image on customer awareness and sales. The study used 100 randomly selected respondents, 40 of the respondents were staffs from Vodacom and 60 were customers. Data was analyzed using Statistical Package for Social Sciences (SPSS) and Microsoft Excel Spread sheet programme. The study found that brand image has a small positive relationship on sales whereby the intermediate variable customer awareness had small significant effect on brand image and sales (Victor, 2015).
2.5 Research Gap Identified
The existing literature undeniably suggests that sales promotion strategies are very important for product awareness. However much, there has been extensive research conducted elsewhere, especially in as far as product awareness is concerned, little is said about the impacts of sales promotion strategies on product awareness when it comes to Tanzania especially Ilala Municipality in Dar es salaam.
The current study seeks to examine impacts of sales promotion strategies on product awareness, in decorative paints as far as Ilala Municipality is concerned. The study addresses the questions that have been neglected by the existing theoretical and empirical literature by focusing at the sales promotion strategies on product awareness in Ilala Municipality.
2.6 Conceptual Framework
Conceptual Framework is the theoretical structure of assumptions, principles, and rules that holds together the ideas comprising a broad concept (Ravitch, 2012). The figure 2.1 below illustrates the conceptual framework as delivered from the following objectives of the study: analyzing the relationship between the sales promotion strategies and product awareness, finding out the sales promotion strategies that mostly affects the awareness of products such as decorative paints, identifying the challenges that hinder sales promotion strategies in creating awareness of decorative paints, and to recommend alternative actions aimed at increasing the awareness of decorative paints.
Independent Variables Dependent Variable
Figure 2:1 Conceptual Framework
Source: Researcher’s Own Construct (2017)
2.7 Theoretical Framework
Theoretical Framework as a group of related ideas that provides guidance to a research project or business endeavors (Thomas, 2007). The appropriateness of a theoretical framework that sales and marketing department is using to promote its product image to the consuming public can be an important determinant of its ultimate success. In this study the theoretical framework highlights independent variables as; discounted prices – the products are sold at a good/cheaper price which attracts many customers to buy and taste it which leads to awareness of the product. Product giveaways – is when some free branded items are given along every purchase to attract customers and make quick brand spread. Loyalty points – it involves customer points acquiring which in the end allows acquisition of a gift as a result of being loyal to a product., Demos and sampling – this involves direct show and free physical image of the product after application so that to create awareness to public coming across that sample,. Causes and charity – it involves free giving of the product to the community so that the community may widely recognize the importance and presence of the concerned brand. The dependent variable was Product awareness.
CHAPTER THREE
3.0 RESEARCH METHODOLOGY
3.1 Introduction
This chapter focuses on research methodology that was employed in this study. It shows the methods of data collection, which include questionnaires and documentary review.
3.2 Research Design
The design is a plan for collecting; organizing and integrating collected data so that an end result can be reached (Zikmund, 2006). Research design is the conceptual structure within which research is conducted. The function of research design is to provide for the collection of relevant information with minimal expenditure of effort, time and money (Ranjit, 2005). Research design is one of the most important tasks in carrying out the survey. Explanatory research design was adopted in this study to examine the impacts of sales promotion strategies on product awareness. The study employed the case study design. The case study is defined by Hoy et al. (2008) as a research process or an empirical inquiry that investigates a contemporary phenomenon within its real life context. It draws a range of methods to build theory and detail on a particular phenomenon entity or event which may be quantitative, qualitative or mix of both (Kothari, 2004).
The study employed quantitative approach during data collection. This was facilitated by use of a structured questionnaire that was administered to paint sellers within Ilala Municipality. The researcher used both primary and secondary data sources. As for primary data, the researcher relied on a structured questionnaire.
3.3 Area of the Study
The study was conducted in Ilala Municipality, Dar es Salaam region. This is because Ilala Municipality is the business centre of Dar es Salaam, with the highest concentration of shops and stores where suppliers are always scrambling for new customers. Also, the area is one of the fastest growing in terms of construction where they use decorative paints, which is the case study. It is for this reason that the study aims at finding out the extent to which promotional strategies employed by various suppliers of decorative paints have had an effect on the product (decorative paints) awareness.
3.4 Survey Population
Population refers to an entire group of individuals, events or objects having common observable characteristics (Mugenda & Mugenda, 2003). The researcher administered a questionnaire to paint sellers. In this case, the respondents comprised of decorative paint sellers operating hardware shops. These were selected through convenience and purposive sampling techniques. It is estimated that Ilala Municipality has more than 1000 hardware shops, where approximately 90 percent of hardware shops are selling decorative paints of all kinds.
3.5 Sample Size and Sampling Design
3.5.1 Sample Size
A sample can be referred to as a number of people or things taken from a larger group and used in tests to provide information about the group. Sample size is the exact number of items selected from a population to form a sample (Kombo, 2006). If a sample (‘n’) is too small it may not serve to achieve the objectives and if it is too large, a huge cost can be incurred hence wastage of resources. Due to that concept, a total of 60 respondents were taken up as sample for this study from a 1000 survey population, whereby questionnaires were distributed to those respondents. The reason for selecting this sample based on the availability of time and resources of the researcher. The breakdown for the sample is shown in table 3.1
Table 3.1 Distribution of Respondents of the Study
|Categories of Respondents |Number of respondents |Data collection tools |Sampling Techniques |
|Decorative Paint Sellers |60 | Questionnaire |Convenience and Purposive |
Source: Researcher’s Own Construct (2017)
3.5.2 Sampling Design
As documented by Neumann (1997) sampling design/technique is a method of picking respondents into the sample. This research used only non-probability sampling techniques, owing to time and resources available to the researcher. These techniques were convenience and purposive sampling. The researcher employed convenience because given the time and financial resources of the researcher this technique was best suited for the researcher in collecting samples from sellers of decorative paints. In the same vein, purposive sampling was employed based on the researcher’s knowledge on the clientele structure of decorative paints, and who of those could be used to answer the research questions. A purposive or judgmental sample is one that is selected based on the knowledge of a population and the purpose of the study.
3.6 Data Collection Methods
In conducting this study, the researcher employed both primary data collection and secondary data collection methods.
3.6.1 Primary Data
These are data which were not yet collected before; they are collected direct from the source. Here the researcher used questionnaires to obtain the data. The researcher employed this so as to obtain the original information from sellers of decorative paints. An open-ended questionnaire was employed to collect the data.
3.6.2 Secondary Data
These are data extracted through reviewing various documents like Reference books, textbooks, journals, magazines, internet and website, and other published information relating to the topic under investigation.
3.7 Data Collection Tools
3.7.1 Questionnaire
For data collection and detail information gathering the researcher prepared questionnaires which were administered to respondents, with an open-ended questionnaire based on a five-Likert scale. Only one category of respondents, that is, the hardware sellers, who alongside other building materials, also deal with decorative paints, were administered with the questionnaire. The study was undertaken in Ilala Municipality, since it is one of the places with the highest concentration of hardware sellers that also deal in the sale of decorative paints. This method was useful as it helped to get information required from a large number of people. The questions were very unambiguous and precise that each respondent was asked exactly the same questions.
3.7.2 Documents Review
These are Information extracted through reviewing various documents like Reference books, textbooks, journals, magazines, internet and website and other published information that are expected to be available within Ilala Municipality. They also include literature such as text book magazine, manual and news paper relating to the topic under investigation.
3.8 Validity and Reliability of Data
Basing on the literature surveyed, the researcher developed drafts of research instruments with the focus on relevance, coverage of items relatively to research questions and clarity. Best & Kahn (2006) define validity as, the quality of a gathering instrument of data or procedure that enables it to measure what it is supposed to measure and reliability, on the other hand, is the degree of consistency that the instrument or method demonstrates. The researcher relied on making logical inferences from data, being reflexive, being precise in describing phenomena as well as minimizing researcher bias or subjectivity. The questionnaires were used in the study.
Basing on the literature to be surveyed, the researcher developed drafts of research instruments with the attention on importance, scope of things moderately to research questions and clearness. Best and Kahn (2006) characterize validity as the quality of data collection instrument or methodology that empowers it to measure what it should measure and reliability, then again, is the level of consistency that the instrument or method illustrates. In this manner, the researcher depended on making consistent surmising from data, being reflexive, being exact in depicting wonders and in addition limiting researcher predisposition or subjectivity. In order to enhance reliability and validity (particularly of construct validity or internal validity and external validity) of the study, firstly, it was decided to survey a wide range of respondents at all levels within the study area and among the population. It has been said that information from various levels obviously should increase the validity.
More importantly, a pre-test was done to assess whether the questions were well understood, but also to uncover any deficiencies. Based on the replies from the pre-test, the questionnaire was refined and adapted. Also, the questionnaires were translated back and forth into Kiswahili in order to make them understood by the majority of the people, especially the business persons in Tanzania, irrespective of their educational attainments. The researcher also enlisted the support of a person who was well-versed in the Swahili language during the translation process.
3.9 Data Analysis
The immediate data obtained from field work is a raw which needs to be analyzed. The data were classified. This means to arrange the data in a manner that is useful for the researcher. It was done through logical organization and identification of similarities and differences. The study employed quantitative analysis was done by computer using Microsoft Excel. This was followed by data editing, coding of survey questionnaires, inserting variables then followed by the analysis. Results were presented in tables, with a combination of frequency and percentages
CHAPTER FOUR
4.0 RESULTS AND DISCUSSION
4.1 Introduction
This part presents the findings of the study as they spring from the main objective of the study. The main objective of the study was to assess the impacts of sales promotion strategies on product awareness, with reference to Decorative paints in Ilala Municipality in Dar es Salaam. The presentation of the findings is accordingly based on the five specific objectives as set in chapter one of this study.
This chapter is henceforth discussed under the subheadings as derived from the objectives. The study is premised on the following specific objectives:
i. To examine whether discounted prices lead to product awareness
ii. To analyze whether product giveaways bring about product awareness
iii. To determine if loyalty points create product awareness
iv. To establish whether demos and sampling lead to product awareness
v. To assess if causes and charity activities create product awareness
It is also important to note that the discussions are embedded within each of the presented objectives of the study in order to make the study read more coherently. The results are mingled with discussions from relevant literature review in order to make a compelling authority case for this study.
4.2 Research Response Rate
The study was composed of only one set of respondents: the decorative paint sellers within the Municipality of Ilala in Dar es Salaam. These were administered with one set of questionnaire. In total, 60 respondents were administered with one type of structured questionnaire.
At first, the researcher had underestimated the aspect of resources especially time and only but only to be overwhelmed with a huge number of willing respondents. However, the researcher could not go beyond the initially set sample of 60, even when there was the possibility of reaching more than that. This means that the researcher was able to reach the response rate of 100% without any hindrances like had had been anticipated.
The reasons for this big turnout were facilitated by the researcher’s own experience in the marketing and sale of decorative paints not only within Ilala Municipality but also throughout the country. The researcher exploited his big list of contacts within the decorative paints to reach out to many respondents. Moreover, this was facilitated by the fact that the researcher had chosen to use purposive and convenience sampling techniques that made it for the researcher to administer the questionnaire only those respondents that could be possibly found and whom the researcher believed that they had enough capacity and knowledge to answer the questions that were being posed.
4.3 Demographic Profile of the Respondents
The demographic characteristics of the respondents are worth mentioning for they give the underlying issues related to the impacts of sales promotion on product awareness. Key issues in the demographic profile under consideration include the business experience of the respondents, especially those hardware sellers.
4.3.1 Experience of Decorative Paint Sellers
Business experience of the decorative paint sellers were found to be pertinent, and hence deserving of being mentioned here owing to the fact that longer experience in the field donates more expertise in being able to know various tactics pertaining to sales promotion and how those sales promotion strategies eventually lead to the promotion of building materials like decorative paints. Since these paint sellers have been in business for any given period of time, they actually know the ups and downs of the business, and moreover, the longer the experience the more knowledgeable they are likely to be in sales promotional strategies. They are likely to know what works and what doesn’t. The table 4.1 gives more elucidation.
Table 4.1: Experience of the Respondents
|Experience |Frequency (N) |Percentage (%) |
|Less than 1 year |11 |18% |
|1 year |13 |22% |
|2-4 years |15 |25% |
|More than 5 years |21 |35% |
|Total |60 |100% |
Source: Field Data, 2017
Majority of the respondents indicate that they had at least more than 5 years of experience in the business of undertaking hardware dealership or selling decorative paints, something that gives them more ability and capacity to comment on issues of the impact of sales promotion on product awareness, especially with regard to the hardware materials. Thirty-five (35%) of the respondents showed that they had been in business for more than five years, while 25% indicated they were in business were in business of decorative paints for two-four years, and 22% stated that they had been in business for one year. And 18% had been in business for less than one year. The fact that majority of the respondents had more than five years in business or in buying decorative paints gives them more authority over issues related to sales promotion strategies and its impacts on product awareness especially in decorative paints that is highly sought given that construction industry is the fastest spring up in many parts of Tanzania, such as Dar es Salaam, where there are so many high-rise buildings.
4.3.2 Level of Awareness on the Sales Promotion Strategies
The aim of this objective was to ascertain the extent to which awareness of the sales promotion strategies can be instrumental in ensuring sales promotion of a certain product such as decorative paints as sold by hardware shops. Table 4.2 shows the level of awareness of the sales promotion among the decorative paint sellers.
Table 4.2: Level of Awareness of the Sales Promotion
|Variable |Frequency (N) |Percentage (%) |
|High |33 |55% |
|Moderate |18 |30% |
|Low |9 |15% |
| Total |60 |100% |
Source: Field Data, 2017
Majority of the respondents (55%) have indicated that they are indeed conversant with a number of sales promotion strategies that are used in the promotion of decorative paints. Thirty (30%) said their level of awareness was moderate, where 15% showed it was low.
4.4 Discounted Prices Leading to Product Awareness
This was the first objective of the study. Discounted prices are being discussed here owing to their central role in ensuring that a product is promoted at a very high speed. Moreover, discounted prices are not only important in sales promotions but also vital at ensuing high sales turnover of whatever product. It is for this reason that it has been conducted as one of the key variables that determines sales promotion.
Table 4.3: Discounted Prices and Product Awareness
|Variables |Frequency (N) |Percentage (%) |
|Disagree |7 |12% |
|Neither agree nor disagree |23 |38% |
|Agree |30 |50% |
|Total |60 |100% |
Source: Field Data, 2017
Majority of the respondents (50%) indeed indicated that when it comes to the impact of sales promotions on decorative paints awareness, discounted prices do lead to product awareness. This was followed by 38% of the respondents that neither agreed nor disagreed, where 12% of the respondents totally disagreed.
The fact that discounted prices do lead to product awareness is indeed, well understood in a number of studies that have shown that whenever the prices of a product goes down, there is a high likelihood that many people will get to know about that product. In a study underkaken in Chiyi, Taiwan involving phone users, and which adopted a simple regression analysis to examine whether discounted prices lead to brand awareness, the study established a strong relationship between discounted prices and sales promotion (Grewal et al., 2008).
The issue of dicsounted prices as a product promotion strategy is always bound to be effective since it is always a common thing for people to like products whose prices have been reduced. People are willing to walk even more miles but to ensure that they buy those products whose prices have been reduced. The costs involved in reaching to such destinations might hovewer not even matter. What matters to such people is that they are able to buy such a product at discounted prices. This is why the sitaution is no different when it comes to the issues of discounted prices for decorative paints.
4.5 Extent to which Product Giveaways Contribute to Product Awareness
This was the second objective of the study whose main essence was to look at the extent to which product giveaways contribute to product awareness. By product giveaways, it refers to certain free products that company normally gives to its clients. Table 4.4 that follows illustrates how this leads to product awareness.
Table 4.4: Product Giveaways and Product Awareness
|Variables |Frequency (N) |Percentage (%) |
|Not much |3 |5% |
|Little |9 |15% |
|Somewhat |5 |8% |
|Much |33 |55% |
|A great deal |10 |17% |
|Total |60 |100% |
Source: Field Data, 2017
Majority of the respondents (55%) indeed show that product giveaways increase awarenes of the products such as decorative paints. This was followed by 17% who agreed that product giveaways contributes to a great deal, where 15% showed that product giveaways to a little extent contribute to product awareness. The fact that free products lead to product awareness leads is in tandem or agreement with a study that was once conducted by the British Promotional Merchandise Association (BPMA) in 2012 (Larson, 2014). Some of the major conclusions that directly tie with this study was that sixty six (66) percent of the respondents showed that they could easily rememebr the brand for its promotional activities which included giving free samples to the prospective clients as a way of enticing them within the past 12 months.
Moreover, the rate of return on promotional products was seen to justfiy a better return on investment than other types of promotions and advertising which included activities like radio and outdoor advertising. The BPMA study went further to demontrate that 79% were much more likely to buy product from the company again. Moreover, to cap it all, 87% of the respondents seemed to keep most of those promotiobnal products in terms of free products for more than one year. In addition, almost half of the BPMA study, an equivalent of 56% stated impression of the company improved after receiving a branded promotional gift.
It is important to note that just like discounted products, free products are a seripus attraction for prospective clients to come and buy products. Just as the saying goes that free things are sweet, clients are likely to be attracted to free things on offer; this acts as a serious incentive for them to come and buy. This will, of course, in the long run lead to the promotion of such a product that is being promoted through product giveaway (King’uyu, 2013).
4.6 Whether Loyalty Points Create Awareness for Decorative Paints
This was the third objective of the study that focused on the kinds of strategies that companies which sell decorative paints use in order to retain the existing class of customers. This is normally done by concentrating on the few customers by giving them more incentives so that they do not run away. Table 4.5 gives the details of loyalty points as one of the strategies that increase product awareness.
Table 4.5: Loyalty Points and Product Awareness
|Variables |Frequency (N) |Percentage (%) |
|Yes |41 |68% |
|No |12 |20% |
|Don’t Know |7 |12% |
|Total |60 |100% |
Source: Field Data, 2017
Majority of the respondents (68%) indicated that they agreed with the proposition that loyalty points leads to product awareness in regard to decorative paints. This was followed by 20% of the respondents who disagreed, while 12% didn’t know. The discipline of customer loyalty marketing has been around for a long time, yet expansions from it simply being a model for directing business to turning into a vehicle for marketing and publicizing have made it ubiquitous in shopper marketing associations since the mid-to late-1990s (Evans, 2007).
A portion of the more current loyalty marketing industry insiders, for example, Reichheld, (1996) have asserted a strong link between customer loyalty marketing and customer referral. As of late, another marketing discipline called customer advocacy marketing has been consolidated with or supplanted customer loyalty marketing (Reichheld, 1996). To the overall population, numerous aircraft miles programs, lodging continuous visitor programs and credit card motivating force programs are the most noticeable customer loyalty marketing programs.
4.7 Extent to Which Demos Lead to Product Awareness
This was the fourth objective of the study. The essence of this was to examine whether demos of decorative paints promote awareness. The answer is contained in table 4.6 that follows:
Table 4.6: Demos and Product Awareness
|Variables |Frequency (N) |Percentage (%) |
|Not at all |3 |5% |
|Very little |5 |8% |
|Somewhat |12 |20% |
|To a great extent |40 |67% |
|Total |60 |100% |
Source: Field Data, 2017
Majority of the respondents (67%) show that without a doubt demos do lead to product awareness, followed by 20% of the respondents who also said that to somewhat leads to product awareness, while 8% showed that its contribution to product awareness was very negligible while 5% said it had no impact at all on product awareness. Demos of products have been seen to be serious forces of bring brand or product to more awareness. This is due to the fact that product demo is always undertaken by serious experts who are well versed in such demos.
Studies have shown that the whole essence of product demo is to create a positive mental image among prospective customers; they are always ready to remember a product before purchasing it (Alpert, 2007; Lieberman, 2015). This can as well go for building materials like decorative paints, because the better the colours of the demonstrated colours, the higher the possibility that the customer will remember the qualities of that paint, something which can, at a later stage, influence him or her to buy.
4.8 Extent to Causes and Charity Activities Lead to Product Awareness
This is the fifth objective of the study. It has been shown by studies that majority of people or consumers are more likely to remember a product or company when it supports a charity they care about. This based on the fact that many people wish more of products and services they use would support charities. That is why it is important for companies like those dealing in decorative paints; implementing a donation program into the business model contributes to revenue increase, customer attraction and a community build-up. From the field, respondents in the decorative paints expressed their views as shown in Table 4.7.
Table 4.7: Causes and Charity Activities and Product Awareness
|To a Great Extent |45 |75% |
|Somewhat |12 |20% |
|Very Little |2 |3% |
|Not at All |1 |2% |
|Total |60 |100% |
Source: Field Data, 2017
According to table 4.7, majority of the respondents (75%) indicated that really, causes and charity activities to a great extent do lead to product awareness. However, 20% of the respondents said it somewhat leads to product awareness, followed 3% who said very little and lastly, 2% said not at all. The fact that majority of the respondents showed that causes and charity activities are instrumental in creating product awareness is also supported by a study by Cone Cause Evolution Study (2010), which showed that 80% of Americans are likely to switch brands (equal in quality and price), to the one that supports a charity; 83% of Americans wish more of products and services they use would support charities; 80% of Americans are likely to switch brands (equal in quality and price), to the one that supports a charity.
4.8 Discussion of the Findings
From the findings, majority of the respondents (50%) indicated that when it comes to the impacts of sales promotion on awareness of decorative paints, discounted prices do lead to product awareness. This indeed is inline with another study undertaken in Chiyi, Taiwan, involving phone users, and which adopted a simple regression analysis to examine whether discounted prices lead to brand awareness, the study established a strong relationship between discounted prices and sales promotion (Growl et al., 2008).
Moreover, the above findings are supplemented by the fact that many stores frequently offer products at a discounted cost. Commonly, a store will discount a thing by a percent of the first cost. In this issue, a thing that initially costs TZS 50,000 is being discounted by 10%. So "10% off" alludes to the rate of discount (Alford and Biswas, 2002). This comes from the fact that a business builds up the pricing system for an item subsequent to playing out an advertising investigation. Item dispersion, situating and special choices are made and request is assessed (Bodur and Grohmann, 2005).
From the findings, it can be shown that the majority of the respondents (68%) indicated that they agreed with the proposition that royalty points lead to product awareness in regard to the decorative paints; incentives are given to paint sellers by decorative paint manufacturers. This is largely due to the fact that royalty programs are organized marketing strategies planned by traders to urge clients to keep on shopping at or utilize the administrations of businesses related with each program (Sharp and Anne, 1997). These programs exist covering most sorts of business, every one having shifting elements and prizes plans (Roster, 2006).
In marketing for the most part and in retailing all the more specifically, a loyalty card, rewards card, points card, advantage card, or club card is a plastic or paper card, outwardly like a charge card, check card, or computerized card that distinguishes the card holder as a part in a loyalty program (Wasserman, 2016). Majority of the respondents (55%) indeed show that product giveaways are likely to increase the awareness of the products, such as decorative paints. This is based on the understanding that people are more likely to feel contented in buying or using products that they have been given as free products. They will feel more comfortable, wanting to buy more of the product, sometimes thinking that they are likely to get more offers.
From the findings, it has also been shown that demos are key to building product names of a certain company. This stems from the fact that when using demos, it is time that the prospective clients are being given a chance to understand the product more (Shewan, 2016). That is why it is important that product demos be undertaken by expert demonstrators, who really know how to undertake the whole exercise, since it means that once the demos are executed effectively, this gives the company product such as decorative paint edge up over other paint brands. In addition, these demonstrators must make sure that the customers do understand the product, its specifications, how it is used, prices, and all other particulars in order to conquer the customer’s mind, as this will leave a long lasting impression on the customer’s mind. And this will make them remember that product whenever they are ready to buy (Sinha and Smith, 2010).
Causes and charity activities is more broadly referred to as corporate social responsibility, which many companies do with a view to giving back to society. This is very important if a company like one in the decorative paints wants to attract more customers by ensuing that the product gets more awareness. It has been shown clients are much more likely to notice and subsequently buy products that are both bring values to their lives and also bring about societal benefits. This is a kind of mutual win-win situation, where such charity activities include the creation of social value, bigger connection with the community, and the communication of shared value, as well as profit. This is also supported by undertaking something for the benefit of the community is always a good idea. In a study by Cone Communications (2013), more than ninety percent of consumers want companies to "support social or environmental issues in some capacity," while eighty-eight percent want to hear from companies about their efforts, and ninety-one percent want products, services, and retailers to support worthy issues.
CHAPTER FIVE
5.0 SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
5.1 Introduction
The gist of this chapter is to look at summary, conclusions and recommendations in light of the five specific questions that formed the basis of this study in the first place.
5.2 Summary of the Major Findings
From the onset, the study based on finding out the impacts of sales promotion strategies on product awareness with reference to decorative paints in Ilala Municipality. The study further structured along five specific objectives which sought to see how these promotional activities of discounted prices, product giveaways, loyalty points, demos and sampling, causes and charity activities promoted product awareness. The study was further anchored on the push theory, the pull theory, the combination theory, and the sales promotion theory, all of which to show that depending on the effectiveness of sales promotions strategies, there is always a high likelihood of increased product awareness.
The study adopted questionnaires method, where questionnaire were in use among hardware sellers. This was all backed up by rigorous documentary review of literature related to sales promotion strategies and product awareness. The study later showed that, indeed, all the promotional activities, that is, discounted prices, product giveaways, loyalty points, demos and sampling, and causes and charity activities all lead to increased product awareness. This is accordingly illustrated as majority of the respondents have indicated that discounted prices (50%), product giveaways (55%), loyalty points (68%), Demos and product samples (67%), and causes and charity (75%) as modes of promotions do lead to awareness of the products, such as decorative paints.
5.3 Implications of the Findings
The study has shown that once there are effective promotional activities, there is likelihood of huge impact on product awareness. Moreover, this is also backed by various studies such as Shewan (2016), Misbah and Wayne (2012). What matters is that there be need to remove some of the challenges that are attendant on various promotional strategies.
This study henceforth can be said to wide-ranging implications on many business persons in Tanzania, who, especially still lag behind their Kenyan counterparts when it comes to promoting their products especially decorative paints. The findings of this study should therefore be seized by the hardware business persons in Tanzania, so as to undertake extensive promotional drives with a view of promoting their products. This would avoid the challenges that many business people in Tanzania normally experience, where, instead of taking a step to promote their products, they start complaining against the government for lack of clients to buy their products. Moreover, some of these promotional activities shown in this study they are neither difficult to implement, nor are they in anyway expensive.
5.4 Conclusion
The study has highlighted that once promotional strategies such as discounted prices, demos and product samples, causes and charity activities, product giveaways and loyalty points are well implemented, the products are likely to get more awareness from the prospective customers, who can henceforth come and buy those products. Moreover, this has been backed by a number of studies that have shown that it is important to ensure better promotional strategies for product awareness. What matters is that inherent challenges are dealt with in time. It is therefore important to note that while this study is conclusive enough, it has shed light on the promotional strategies with respect to decorative paints. These strategies can still be used by all types and size of businesses—whether small or big.
5.5 Recommendations
In light of the findings of the study, below are the two types of findings: policy and practice related.
5.5.1 Recommendation for Policy
In terms of policy, the government of Tanzania needs to create a conducive environment for traders and other business persons within which to exercise the already mentioned promotional strategies. At a policy level, the government could look into taxes or levies that might be hindering these promotional activities. In addition, the government needs to improve its infrastructure such as roads, railways and communications infrastructure so as to enable these business people and paint companies access and supply their products all over Tanzania without any hindrances.
5.5.2 Recommendation for Practice
As for practice purposes, there is need for these business people and manufacturers to undertake extra courses that can help them equip with enough skills to undertake most of these promotional strategies. It is important to note that while these promotional activities are important for the growth of the business, they need patience and mastery of skills for effective implementation. In this line of thinking, there should be seminars for small traders, where manufactures train their clients or sellers on how to undertake and embrace various types of promotional activities.
5.6 Limitations of the Study
The topic looks interesting and quite relevant at a time when Tanzania is looking for more investments especially in the small and medium enterprises sector. However, the big problem has been to ensure that most of these businesses are able to sustain their operations for longer. Despite the importance of this study, the time and scope has not been enough to consider a wider sample so as to get more views about what they think, in practical senses is kept to ensuring product awareness, other than product promotions. Moreover, owing limited time, not much literature has been discussed especially from other developed countries to lean from best practices.
Owing to limited sample the findings of this study should be generalized with caution, largely owing to the nature of convenience and purposive sampling procedure which was adopted. Moreover, the sample used is quite small and cannot generally be used to project a wider picture on a wider scale. However, this method of sampling seemed pragmatic for the situation due to time and availability of resources. Therefore, it would be imperative to have this study scaled up on a wider scale, such as by using a scientifically representative sample that covers the whole country. This kind of study would be interesting as it would offer us new insights about the real situation in other parts of the country, especially with regard to how the business sector can effectively utilize various promotional activities for product awareness.
5.7 Suggested Area for Further Studies
On the basis of various issues highlighted in this study, it would be vital to undertake a study on how the current and emerging information technologies, most especially the various social media, can be effectively be used for creating product awareness in different parts of Tanzania.
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APPENDIX
APPENDIX I
Structured Questionnaire for Paint Sellers
Dear respondents,
Below are questions for which the researcher would like to take part of your valuable time for you to answer them. The objective is to examine the impacts of sales promotion strategies on product awareness especially in decorative paints for the case of Ilala Municipality. This is for partial fulfillment of the requirements for the award of Master’s degree in Business Administration awarded by the Open University of Tanzania. The information provided will be used for academic purposes only and will be confidentially treated.
Instructions: Please put a tick mark in the space corresponding to the correct answer against each question according to your opinion or fill the blanks where it is required.
1. What is your experience in decorative paint business?
a) Less than 1 year ( )
b) 1 year ( )
c) 2-4 years ( )
d) More than 5 years ( )
2. How would you like to describe your level of awareness on sales promotion strategies? Kindly tick what applies to you.
a) High ( )
b) Moderate ( )
c) Low ( )
3. Do discounted prices lead to product awareness with regard to decorative paints? Kindly tick what best applies to you.
a) Disagree ( )
b) Neither agree nor disagree ( )
c) Agree ( )
4. To what extent do product giveaways lead to product awareness? Kindly tick any of the below options:
a) Not much ( )
b) Little ( )
c) Somewhat ( )
d) Much ( )
e) A great deal ( )
5. Is it true that loyalty points for decorative paints create product awareness?
a) Yes ( )
b) No ( )
c) Don’t know ( )
6. To what extent do you think demos lead to product awareness?
a) Not at all ( )
b) Very little ( )
c) Somewhat ( )
d) To a great extent ( )
7. To what extent do you think causes and charity activities create product awareness?
a) To a Great Extent ( )
b) Somewhat ( )
c) Very Little ( )
d) Not at All ( )
-----------------------
Sales Promotion strategies
• Discounted Prices
• Product Giveaways
• Loyalty Points
• Demos and Sampling
• Causes and Charity activities
Product awareness
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