Advanced Search
MyIDEAS: Login to save this article or follow this journal

Investigation into Consumer Response to Sales Promotional Activities: The Case of Unilever Ghana Limited

Contents:

Author Info

  • Martin Owusu Ansah

    (Adventist Senior High School, P.O.Box B 219, Bantama-Kumasi, Ghana)

  • Kofi Poku

    (Kwame Nkrumah University of Science and Technology, School of Business, College of Art and Social Sciences, Ghana)

Registered author(s):

    Abstract

    The promotional activities have become more sophisticated and an increasing number of companies are using them to ensure their survival in today’s competitive market. Essentially, the study analyzed the nature of sales promotional activities of Unilever Ghana Limited; determined factors that influence the consumption of Unilever products in Kumasi and finally examined the relationship between sales promotions and the consumption of Unilever products. Primary and secondary data sources were used to select 220 consumers of Unilever in Kumasi and an in-depth interview with the Managers of the companies in Kumasi. Convenient sampling technique was employed in the study. Cross tabulation was done on the demographics whilst a regression model was used to establish the relationship between sales promotions and consumption of products. The findings revealed that Personalities in promotions, Prices in promotions, Messages in promotions and Promotional tools have strong influence on consumption but the Medium in promotion did not have influence on consumption during promotions. It was therefore recommended for celebrities to be used in the company’s promotions.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.econjournals.com/index.php/irmm/article/download/554/pdf
    Download Restriction: no

    File URL: http://www.econjournals.com/index.php/irmm/article/view/554/pdf
    Download Restriction: no

    Bibliographic Info

    Article provided by Econjournals in its journal International Review of Management and Marketing.

    Volume (Year): 3 (2013)
    Issue (Month): 4 ()
    Pages: 134 - 145

    as in new window
    Handle: RePEc:eco:journ3:2013-04-1

    Contact details of provider:
    Web page: http://www.econjournals.com

    Related research

    Keywords: Promotions; celebrities; consumption;

    Find related papers by JEL classification:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:eco:journ3:2013-04-1. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Ilhan Ozturk).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.