Abstract

This research aims to understand the effects sales promotion has on the purchase decision of Guinness consumers: The purpose of this research is to examine the effect of sales promotion on customers buying behavior of Guinness Cameroon S.A.

The research evaluates the impact of sales promotional tools mainly, price discounts, premiums and free samples on customers buying behavior of Guinness products.  A causal research design research design was adopted as an appropriate study design were a sample of 40 workers of Guinness Cameroon, Buea municipality was selected stratified random sampling technique.

The quantitative methods of data collection were used in this work were a self-administered questionnaire composed of closed ended, and likert scale questions was used to collect data from the respondents.

Data obtained through a structured questionnaire were analyzed using descriptive and regression analysis with the help of Statistical Package for Social Sciences (SPSS). The hypothesis was tested through a correlation test, and it revealed that there is a strong positive relationship between the variables (r= 0.892) whereby 76.1% of customers buying behavior of Guinness products could be accounted for by sales promotion (price discounts, premiums and free samples).

The findings show that price discounts, premiums and free Samples as a matter of fact do affect customers buying behavior of Guinness products. The study concludes that Guinness Cameroon uses different sales promotion techniques to ensure continual survival and sales.  The study, therefore, recommends that Guinness marketers should use more sales promotion modes and alternate them to cover more extended periods to improve sales.

It further recommends that Guinness marketers should evaluate sales promotion during and after it is over to ensure it is achieving the intended purpose, i.e., show immediate results and increase the sales capacity.

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