EFFECTS OF PROMOTION ON CONSUMER PURCHASE DECISION IN BEVERAGE INDUSTRY

Abstract

In today’s world in order to survive in a competitive market place, businesses must take part in sales promotion. The market is becoming more and more diverse and businesses are using sales promotion to ensure product sustainability. Customer awareness of offerings in the market has increased and consequently what they expect from the products being offered has also increased. Access to information has been heightened by virtue of the Internet technology and this has led to the increment of customer bargaining power on any purchase decision. Due to this, present day marketers have been faced with a great challenge of meeting the ever-growing expectations of customers. This research aims to understand the effects sales promotion has on the purchase decision of Coke soft drink consumers. The objective of the research was to determine which of the sales promotion framework affects the purchasing decisions of consumers of the beverage industry and how. Owing to this, the research was delineated to consider the outcomes of sales promotion, primarily the result of price discount, coupon discount and free samples on consumer purchase decision of Coke soft drink. The significance of this research was to assist marketers understand, examine and explore what styles of marketing plan should be selected from a pool of assorted promotional approaches after they plan and device a sales promotion venture. In addition to that the research will benefit consumers, in that, a study on their consumer purchase decision will result in better products that will seek to satisfy the needs identified during the research. The study was an explanatory one and the research was done by collecting information through questionnaires, where the goal was to evaluate and obtain new insights, in addition to, locating and outlining relationships among the different phenomena in question. The study focused on consumers in Nairobi to get a representative sample size. Convenient Sampling method was used to draw data from the researcher’s target audience. Qualitative research was used to get descriptive, in-depth data from the respondents who were dispensed with the questionnaires. Qualitative analysis was done thematically and descriptively. Tables and graphs were generated to draw distinct frequencies of the effects sales promotion has on consumer purchase decision on Coke soft drink consumers. In view of the findings of this study, Free Samples, Coupon Discounts and Price Discounts as a matter of fact do affect Consumer Purchase Decision in the Beverage Industry in this account, Coke consumers