Assessment Of Sales Promotion Practice: The Case Of Awash Bank S.C

Abstract

The purpose of sales promotion is to motivate the customers to immediately purchase a particular product thus enhancing its sales volume. The aim/ objective of this study was to assess the sales promotion practices in the case of Awash Bank S.C. The researcher selected participants of the study from head office of Awash Bank. A total of 84 respondents were participated out of a 92 population in the survey. Data collected form questionnaires and interview were analyzed and presented by using percentage and table respectively. The student researcher was used descriptive research design to address different research questions which help the researcher to accurately and systematically describe and determine the population, situation or phenomena of sales promotion practices in Awash Bank S.C. The researcher was collected the primary data by distributing questionnaires which contains (open ended and closed ended questionnaire) and have been distributed to staff member and interview might be conducted with marketing department manager. Secondary data was collected from different written reference books, company brochure, internet etc… to generate information. The data was collected from the respondent’s and analyzed by using both qualitative and quantitative techniques The data which was collected from the close ended questionnaire were evaluated by quantitative method and presented in the form of tabulation and percentage. Sales promotion, a key ingredient in marketing campaigns, consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or service by consumers or trade. Sales promotion includes tools for consumer promotion (samples, coupons, cash refund offers, prices off, premiums, prizes, patronage rewards, free trials warranties, tie-in promotions, cross- promotions, point-of-purchase displays, and demonstrations. The main aim of any organization is to maximize its profit, have largest market shares and to become leader in a market competitive environment. TV, radio, internet and written documents (brushier, pen, t-shirt…) promotional is the main informative sales promotional practice means. The student researcher was used descriptive research design to address different research questions which help the researcher to describe and determine the sales promotion practices in Awash Bank S.C. And so the study contributes Awash Bank to improve its promotional quality which leads to the improvement of positive customer attitude about the product/service. To promote the service of the company, sales promotion is found to be an effective promotional tool.