SALES PROMOTION TOOLS, CUSTOMER EMOTIONS AND CONSUMER BUYING RESPONSES IN GHANA

https://doi.org/10.5281/zenodo.12190968

Authors

  • Martey Edward Markwei Marketing Department, Faculty of Business and Management Studies, Koforidua Technical University, Ghana
  • Adenutsi Kingsford Business Administration and Economics Department, School of Business and Economics, Presbyterian University College, Ghana
  • Mante George Dominic Kofi Marketing Department, Faculty of Business and Management Studies, Koforidua Technical University, Ghana
  • Siaw Gladys Apreh Hospitality Department, Faculty of Applied Science and Technology, Koforidua Technical University, Ghana
  • Addo Asabia Ruth Marketing Department, Faculty of Business and Management Studies, Koforidua Technical University, Ghana.

Keywords:

consumer buying response; coupons; sample; brand loyalty.

Abstract

Sales promotion is used by various organizations to encourage buying response among their customers. Although it is an effective tool in marketing, few studies have been conducted on sales promotion on buying response using customer emotions as a mediating factor. To fill these gap, the study pursued the formation of a model that explains how sales promotion links to customers' emotions and buying responses in Ghana. The model was validated by conducting a survey with a convenience sampling technique on 664 customers. The data collected were processed using a structural equation modeling approach. The result shows that a bonus pack, coupons, sample, price discount, and rebate have a relation with customer buying response. All the tools have an indirect relationship with the customer buying response except for the bonus pack. Besides, there is a relationship between sales promotion tools and customer emotion, and customer emotions have a strong relationship with customer buying response. The study suggested that managers must create new value for their product to build an emotional connection with the product.

Published

2024-06-20

How to Cite

Markwei, M. E., Kingsford, A., Kofi, M. G. D., Apreh, S. . G., & Ruth, A. A. (2024). SALES PROMOTION TOOLS, CUSTOMER EMOTIONS AND CONSUMER BUYING RESPONSES IN GHANA. Interdisciplinary Journal of Linguistics, Marketing and Communication (IJLMC), 11(2), 74–87. https://doi.org/10.5281/zenodo.12190968

Issue

Vol. 11 No. 2 (2024): April-June

Section

Original Peer Review Articles
Copyright & Licensing

Copyright (c) 2024 Interdisciplinary Journal of Linguistics, Marketing and Communication (IJLMC)

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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