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Despite producing quality products or services to meet expectations of customers in
order to win the hearts and minds of targeted market, the promotion aspect cannot be
overlooked given the today’s complex marketing environment.
This study surveyed the effectiveness of sales promotion, one among the promotional
mix elements in stimulating stronger market response at Mlimani City Shopping
Centre in Dar es Salaam. It focused on identifying the effects of sales promotion in
influencing product purchase decision, determining the impact of sales promotions
on business firm sales, studying the position of sales promotion in stimulating
stronger market response among other promotional tools and assessing the role of
sales promotion in fostering brand loyalty. It made use of interview and observation
to gather the research data.
The study revealed that sales promotion was an effective tool for stimulating stronger
market response. Results indicated that sales promotion played a significant role in
influencing product purchase decision, adding extra value to new brands as well as
acting as a competitive weapon.
It was also found that sales promotion can accomplish both short-term and long-term
goals. However, it was found that inappropriately designed sales promotion
programmes and frequently adopted ones make customers deal prone than being
brand loyal. Bearing in mind, the perceived significance of sales promotion in
stimulating stronger market response, the researcher advises sales managers for Dar
es Salaam malls to improve their promotional efforts including ensuring that target
customers’ beliefs and attitudes are reflected in their promotion programmes, using
sales promotion to suppress competition, familiarizing new brands to users as well as
integrating sales promotion with other promotional tools such as; PR, Direct selling,
Personal selling, Direct mailing, Media and Social Network advertising. |
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