Journal of Marketing Management

“Influence of Consumer Sales Promotion on Consumers’ Purchasing Behaviour of the Retailing of Consumer Goods in Tema, Ghana”
Ibrahim Ofosu-Boateng

Abstract
The study examines the influence of consumer sales promotion on consumers‟ purchasing behaviour in retailing of consumer goods in Tema, Ghana. Convenience sampling technique was used to gather data form a sample of 220 respondents in Tema, Ghana, using structured interview guide and data analyses carried out using SPSS version 20. The findings of the study showed a significant relationship between consumer sales promotion and consumers‟ purchasing behaviour. The study further revealed price discounts ranked first, extra pack (buy-one-get-one-free) ranked second, coupons ranked third, free sample ranked fourth and contest and sweepstakes ranked fifth as the type(s) of consumer sales promotion strategies employed by retailers retailing consumer goods in Tema, Ghana. On the bases of these findings, the study recommends that management and retailers of consumer goods in Tema, Ghana, focus on churning out consumer sales promotion as a marketing strategy to continue influencing consumers‟ purchasing behaviour. Also, the use of price discounts, extra pack (buy-one-get-one-free) and coupons as types of sales promotion to influence consumers‟ purchasing behaviour must be increased whilst focusing also on free sample and sweepstakes and contests.

Full Text: PDF     DOI: 10.15640/jmm.v8n1a4