African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 156

Full Length Research Paper

Sales promotion tools, customer emotions and consumer buying responses in Ghana

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


  •  Received: 15 September 2020
  •  Published: 31 March 2022

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.

 

Key words: consumer buying response; coupons; sample; brand loyalty.